Journal of Tourism and Development

Journal of Tourism and Development

Exploring the Quest for Organic Food among Tourists in the Hills of Uttarakhand: Understanding the Mediating Role of Attitude

Articles in Press

Document Type : Original Article

Authors
Dhananjay Srivastav 1
Garima Jain 2
Sandeep Kumar Singh 3
Siddharth Singh 4
1 Swami Vivekanand Subharti University, Meerut, India
2 Swami Vivekanand Subharti University
3 School of Hotel Management, Faculty of Hotel Management, Babu Banarasi Das University, Lucknow, India
4 Department of Hotel Management, Faculty of Management, Chandigarh Group of Colleges, Landran, Mohali, Panjab
10.22034/jtd.2023.408925.2803
Abstract
This research paper investigates the determinants that influence tourists' intention to purchase organic food (IPOF), focusing on the interplay between consumption values (CVs) and attitudes (ATT). The study adopts a case study approach in the context of Uttarakhand, a region known for its commitment to organic farming and the preservation of cultural heritage. By employing rigorous empirical methods and analysing the data using structural equation modeling

The results reveal that consumption values, including Functional Value (FV), social value (SV), emotional value (EMV), and epistemic value (EPV), significantly influence tourists' attitudes toward organic food. These values are vital in shaping positive ATT, indicating their importance in driving consumer behaviour. ATT, in turn, mediates the relationship between CVs and IPOF. The outcomes of this investigation have both practical and theoretical relevance for policymakers and marketers in promoting organic food consumption in similar tourism destinations.

Keywords: Organic food, Tourist, Theory of consumption values, Consumer behaviour
Keywords
Keywords: Organic food
Tourist
Theory of consumption values
Consumer behaviour
Journal of Tourism and Development

Articles in Press, Accepted Manuscript
Available Online from 16 February 2024