Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention

Ja Young (Jacey) Choe, Seong Seop Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

123 Citations (Scopus)


Despite the importance of understanding food consumption value from tourists’ perspectives, few studies have explored how experiencing local food in a destination shapes tourists’ consumption value. This study explores the effect of tourists’ local food consumption value on their perceptions and behaviors. Tourists’ cultural background is used as a moderating variable. The findings show that tourists’ local food consumption value effectively explains tourists’ attitudes toward local food, food destination image, and behavioral intentions. In addition, the cultural background of tourists partially moderates the relationships between the proposed constructs. This study is the first empirical application of consumption value theory to the context of tourists’ local food experiences. It provides insights into appropriate marketing strategies for the restaurant and food tourism industries and offers practical suggestions to destination marketing organizations (DMOs) for using local food as a destination marketing tool.

Original languageEnglish
Pages (from-to)1-10
Number of pages10
JournalInternational Journal of Hospitality Management
Publication statusPublished - 1 Apr 2018


  • Attitude
  • Consumption value
  • Destination image
  • Food tourism
  • Hong Kong
  • Local food

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this