Exploring consumers’ domestic gastronomy behaviour: a cross -national study of Italy and Fiji

Sharma, Shavneet and Singh, Gurmeet and Ferraris, Alberto and Sharma, Rashmini (2022) Exploring consumers’ domestic gastronomy behaviour: a cross -national study of Italy and Fiji. International Journal of Contemporary Hospitality Management, NA . TBC-TBC. ISSN 0959-6119

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Abstract

Purpose – The purpose of this study is to explore the factors affecting locals’ domestic gastronomic
behaviour. A conceptual framework is developed that examines domestic restaurant coolness, social return
and tourism ethnocentrism as antecedents to attitude towards domestic gastronomic tourism, while positive
word-of-mouth and domestic gastronomy behaviour are modelled as consequences.

Design/methodology/approach – The study adopts a quantitative methodology to conduct a crossnational
examination in Italy and Fiji. A total of 621 responses (Italy = 302 and Fiji = 319) were collected
through an online survey and analysed using covariance-based structural equation modelling.

Findings – The results of this study show that the positive relationship between domestic restaurant
coolness and tourism ethnocentrism on attitude is stronger for Italy. The positive relationship between social
return and attitude is only significant for Fiji. Moreover, the positive relationship between attitude towards
domestic gastronomic tourism and positive word-of-mouth is stronger for Fiji. Finally, the positive
relationship between attitude towards domestic gastronomic tourism and domestic gastronomic tourism
behaviour, while significant in both countries, depicted no significant differences in results.

Practical implications – The findings of this study highlight the need for building a cool image based on
vibrant, iconic, rebellious and authentic attributes. Marketers need to focus on local restaurants’ effective use
of social media platforms to increase the symbolic value of local restaurants. To remain competitive, there is a
need for domestic restaurants to manage and understand tourism ethnocentrism to leverage success.

Originality/value – This study contributes to the scarce domestic tourism literature. It contributes to
understanding destination coolness in the context of domestic restaurants and increases the generalisability
of the destination coolness scale. The study also adds to understanding the symbolic value in domestic
gastronomy by examining social returns from peers. It also contributes to the limited research on tourism
ethnocentrism by being the first to investigate tourism ethnocentrism in domestic travel and gastronomy
experience. Overall, the cross-national nature of the study demonstrates the difference between decision making
behaviour between two distinct countries.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business and Management (SBM)
Depositing User:	Shavneet Sharma
Date Deposited:	20 Mar 2022 23:01
Last Modified:	20 Mar 2022 23:01
URI:	https://repository.usp.ac.fj/id/eprint/13312

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