Understanding the behavioral intentions to consume ethnic food in the country of origin after experiencing local ethnic cuisines

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.4.7

Sadia Aziz, Shandana Zafar, Muhammad Abdullah Khan Niazi

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引用次数: 0

Abstract

Purpose – The purpose of the study is to investigate the role of cosmopolitan and ethnocentric behaviour of ethnic food consumer on the intention to consume ethnic food in country of origin (ICEC). Study aims to explain the consumption patterns of ethnic food consumers with the mediating role of utilitarian/hedonic values and perceived country image (PCI). In addition, the study explained consumption behavior with the moderating effect of food neophilia (FNP). Methodology/Design/Approach: Data were gathered from 969 respondents visited Chinese, Japanese, Italian, and Thai cuisines. Responses regarding experiences at ethnic cuisine were gathered through self-administrative survey. Findings: The results of the study showed a positive effect of consumer cosmopolitanism on ICEC and a negative effect of ethnocentric behavior on ICEC. Further study analyzed the mediating effect of hedonic and utilitarian values. The results showed that hedonic and utilitarian values significantly mediated the effect of cosmopolitanism/ethnocentrism on the ICEC. Moreover, PCI also showed significant serial mediation. The results indicate that high levels of FNP lead to high levels of ICEC. The originality of the research – The study presented a comprehensive model for analyzing the behavioral intentions of ethnic food consumers by combining social identity theory, hedonic value, and utilitarian value in culinary tourism.

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体验当地民族美食后，了解在原籍国消费民族美食的行为意向

目的-本研究的目的是调查世界性和民族中心行为的民族食品消费者的意图消费民族食品在原产国(ICEC)的作用。本研究旨在解释民族食品消费者的消费模式与功利/享乐价值观和感知国家形象(PCI)的中介作用。此外，研究还解释了食物新癖(FNP)对消费行为的调节作用。方法/设计/方法:数据收集自969名访问过中国、日本、意大利和泰国美食的受访者。通过自我管理调查收集民族美食体验的反馈。研究结果表明，消费者世界主义对消费者消费行为具有积极影响，而民族中心主义行为对消费者消费行为具有消极影响。进一步研究分析了享乐主义价值观和功利主义价值观的中介作用。结果表明，享乐主义价值观和功利主义价值观显著中介了世界主义/民族中心主义对国际合作的影响。此外，PCI也具有显著的串行中介作用。结果表明，高水平的FNP导致高水平的ICEC。研究的原创性——本研究结合社会认同理论、享乐价值、功利价值，提出民族食品消费者在烹饪旅游中的行为意向综合分析模型。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.