Communication sources, local food consumption, and destination visit intention of travellers

This study investigates the factors affecting potential travellers’(Chinesetourists) intention to consume local food (Turkish food). Therelationships among communication sources, cultural familiarity, foodinvolvement, food awareness, local food consumption (LFC) intention,and destination visit intention were examined. Following a purposivesampling strategy, data were collected via an online questionnaire from643 potential tourists in China, which were then analysed using PLS-SEM. It was found that institution-generated content was a significantdeterminant for cultural familiarity, food involvement, and foodawareness. Cultural familiarity and food involvement were drivers offood awareness, which was a determinative factor for the intention toconsume local food. LFC intention in turn was positively linked todestination visit intention. Implications of the research on destinationmarketing are discussed