The Impact of Destination Attractiveness on Tourists’ Motivation to Consume Local Foods

Show simple item record

dc.contributor.author Danthanarayana, Chathuri
dc.contributor.author Ranasinghe, Ruwan
dc.date.accessioned 2020-12-31T08:20:35Z
dc.date.available 2020-12-31T08:20:35Z
dc.date.issued 2020-07
dc.identifier.issn 1800-4989
dc.identifier.issn 2719-2598
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/36472
dc.description.abstract Although the food is an important aspect in tourism industry, there are limited studies on motivation to consume local foods in tourist destinations. Thus, this study concerns the destination food brand image towards the local foods and motivation to consume local foods based on different destination attractions. Basically, this has main three objectives; to identify the relationship between destination attractiveness, destination food brand image and motivation to consume local foods; impact of destination attractiveness to motivate the tourists’ local food consumption; and how destination food brand images mediate the destination attractiveness and motivation to local food consumption. Five underlying factors were analyzed under destination attractiveness of local food consumption were labeled: cultural experience; authentic experience; food health; sensory appeal; and physical excitement. Primary data has collected from three hundred tourists from Ella and Nuwara Eliya tourist zones and convenience sampling technique has used to select tourists to collect data. Structured questionnaire has fielded among respondents to collect data and SPSS software has used to analyze the collected data. Descriptive statistics, Karl Pearson’s coefficient of correlation, multiple linear regression analysis and Baron and Kenny model of mediator analysis used to analyze the data. Empirical results revealed that destination attractiveness as well as destination food brand image can significantly enhance tourists’ motivation to consume local foods. It implies that destination food brand image partially mediates the relationship between destination attractiveness and motivation to consume local foods. Based on the outcomes, study makes a theoretical contribution and applications of the model are discussed both in terms of practical and managerial implications. en_US
dc.language.iso other en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.relation.ispartofseries Volume. 06;No. 02
dc.subject Destination Attractiveness en_US
dc.subject Destination Food Brand Image en_US
dc.subject Local Food Consumption en_US
dc.subject Motivation en_US
dc.subject Tourism en_US
dc.title The Impact of Destination Attractiveness on Tourists’ Motivation to Consume Local Foods en_US
dc.type Article en_US
dc.identifier.accno 45715 en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search


Browse

My Account