Food and Tourism Destination Image: Moderating Effect of Local Food Consumption
Keywords:Local food, tourists, consumption, destination image
This study aims to explore factors affecting destination image by focusing on local food and their actual consumption by the tourists. Theoretical concepts and research are lacking in explaining how local food work in destination branding and how actual consumption may affect destination image. By doing so, the study contributes to research on food image, local food experience, and destination image. This paper empirically investigates the moderating effect of the local food consumption on the relationship between food and destination image. The path analysis result shows that local food consumption moderates the relationship between tourist perception of local food and destination image. International tourists agreed that local food consumption, as part of the cultural resources undoubtedly amplify the image of Sabah as a tourism destination. The feedback and promising insights from the international tourists’ proved that authorities should take proactive action in promoting the local food of Sabah in addition to its core tourism products.
How to Cite
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.