An analytical hierarchical process approach to assessing local food preferences among foreign tourists

Gupta, Vikas and Sharma, Karishma (2025) An analytical hierarchical process approach to assessing local food preferences among foreign tourists. British Food Journal, 127 (1). pp. 11-33. ISSN 0007-070X

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Abstract

Purpose – This study evaluates the relative preference forlocal foods among foreign tourists. It also assessed
how the sociodemographic profiles of tourists influence their local food preferences.
Design/methodology/approach –This research utilized a mixed-methods approach.The initial qualitative
analysis phase involved semi-structured, in-depth interviews with stakeholders in Fiji’s local food sector,
providing feedback on tourists’ preferred dishes. In the second phase, 204 foreign tourists were surveyed
through the location intercept approach at various local restaurants, street food joints and eateries across Fiji.
The preferences of these foreign tourists for the local food were subsequently analyzed utilizing the analytical
hierarchical process (AHP) model and Chi-square statistics.
Findings – This research identified 25 local food dishes most preferred by foreign tourists. A pairwise
comparison matrix revealed that “Kokoda” was most preferred, while “Tuna Ika Vakalolo” was the least
preferred, and the normalized matrix presented the estimated overall priorities of the local foods based on taste
and flavor. Among all the factors analyzed for their potential influence on the local food preferences of foreign
tourists, “education attainment” and “marital status” were found to have no significant influence.
Originality/value – This study highlights the varied local dishes preferred by tourists, assessed through the
AHP model, and provides the sociodemographic factors influencing these preferences. By identifying and
presenting local Fijian dishes across regions and examining sociodemographics’ impact on food preference,
this research provides invaluable implications for significantly benefiting the local food vending sector.

Item Type:	Journal Article
Subjects:	G Geography. Anthropology. Recreation > GN Anthropology
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	20 Jan 2025 23:59
Last Modified:	20 Jan 2025 23:59
URI:	https://repository.usp.ac.fj/id/eprint/14622

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