Explore, eat and revisit: does local food consumption value influence the destination’s food image?

Gupta, Vikas and Galati, Antonino and Sharma, Savita (2023) Explore, eat and revisit: does local food consumption value influence the destination’s food image? British Food Journal, 125 (12). pp. 4639-4661. ISSN 0007-070X

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Abstract

Purpose- This research investigates how foreign tourists’ revisit intentions are influenced by their
local food consumption (LFC) value by emphasizing their attitude towards the local food and the
corresponding destination food image. It will also reveal the foreign tourists’ food consumption
value and explore its influences on the destination's food image.
Methodology- The data collection was performed from 433 foreign tourists who visited Delhi,
India, using a structured survey instrument and chief constructs were measured as the first-order
reflective variables. The 39 items associated with the local food consumption value underwent
both exploratory and confirmatory evaluations. We employed partial least square structural
equation modelling (PLS-SEM). The model's discriminant and convergent validity, consistency,
and overall fit were evaluated using Confirmatory Factor Analysis (CFA).
Findings- The findings revealed that "tourists’ attitudes and behaviors toward the local cuisine”
had a significant and positive influence on their “intention to visit/revisit” and “intention to
recommend”. Also, “destination food image” significantly and positively influenced the “intention
of tourist to visit/revisit”; however, it negatively and insignificantly influenced the “intention of
tourists to recommend”.
Originality- Understanding tourists’ food-linked behaviors is critical for effective market
conduct. However, the interrelations between travelers’ destination food image, LFC value, their
perceptions of the local cuisine, and behavioral intentions are still unknown, and this will be one
of the first attempts to discuss these behaviors.
Limitations- This research used five variables related to local food consumption—quality,
health/nutrition, emotion, prestige, and price—that impact tourists' attitudes and behaviors toward
local foods in Delhi. However, in addition to these constructs, other factors or constructs may be
involved that could affect the tourists' attitudes and behaviors. Future studies might explore and
include these constructs to provide a more comprehensive image of Delhi's local food consumption
value.
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Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor S Agriculture > SB Plant culture
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	03 Jan 2024 23:24
Last Modified:	03 Jan 2024 23:24
URI:	https://repository.usp.ac.fj/id/eprint/14278

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