The whole claim would be “tastes nicer to a greater proportion of people”.

People's tastes aren't innate and static. They're a function of trends, marketing, and importantly, availability.

and comfort and familiarity. I can easily imagine tourists in a foreign land preferring McDonald's or generic fast food when they can't/don't/won't make up their minds about what to eat. It's entirely possible for people to basically "vacation wrong" and many do it.