The issue of segmentation of the culinary tourism market is central for local economic actors because many products and activities address several marketing targets, including tourists and residents. This research shows that the assessment of the attributes of a terroir cheese is not altered by the consumer's tourist status. In contrast, taking into account the underlying motivations behind culinary tourism, an individual variable (the variety‐seeking tendency) and a variable related to the product (its perceived authenticity) appear as relevant segmentation criteria for such a culinary tourism product. Copyright © 2015 John Wiley & Sons, Ltd.