Journal of Tourism and Development

Journal of Tourism and Development

Investigating the Behavioral Intention and Attitude of Tourists Towards Local Foods Using the Theory of Consumption Values and the Factor of Destination Foodscape

Document Type : Original Article

Authors
Amirhossein Zamanifard 1
Sahar Hosseinikhah Choshaly 2
1 Msc in Management, Lahijan Branch, Islamic Azad University, Lahijan, Iran
2 Assistant Prof., Department of Manegement, Lahijan Branch, Islamic Azad University, Lahijan, Iran
10.22034/jtd.2024.462877.2937
Abstract
Food tourism has gained popularity with travelers visiting different places to enjoy unique food experiences and overall satisfaction. Local food is an important tourist attraction that can have a significant economic impact on the tourist destination. This research has been conducted to investigate the behavioral intention and attitude of tourists towards local foods using the theory of consumption values and the factor of destination foodscape among tourists in Rasht City. The effect of attitude towards local food on behavioral intention is a fascinating topic in environmental psychology. Research has shown that a person's attitude towards local food can have a big impact on their decisions and performance. People who have a positive attitude towards local food are likely to be more interested in consuming it, and this can lead to strengthening actions to support local food. This research is descriptive in terms of its nature. The research population includes domestic tourists who may have tried the local food of Rasht City at least once. To determine the sample volume and calculate the minimum sample size based on the power analysis of the G-Power software, the sample size was estimated to be 138 samplesThe results showed a significant relationship between the destination foodscape, quality value, health value, price value, emotional value, interaction value, epistemic value, location value, attitude towards local food, and finally the behavioral intention of tourists towards local food. However, prestige value and variety value did not have any relation with the attitude and behavioral intention towards local food.
Keywords
behavioral intention
attitude
consumption values
destination foodscape
 
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