Explore, eat and revisit: does local food consumption value influence the destination’s food image?

Purpose- This research investigates how foreign tourists’ revisit intentions are influenced by their local food consumption (LFC) value by emphasizing their attitude towards the local food and the corresponding destination food image. It will also reveal the foreign tourists’ food consumption value and explore its influences on the destination's food image. Methodology- The data collection was performed from 433 foreign tourists who visited Delhi, India, using a structured survey instrument and chief constructs were measured as the first-order reflective variables. The 39 items associated with the local food consumption value underwent both exploratory and confirmatory evaluations. We employed partial least square structural equation modelling (PLS-SEM). The model's discriminant and convergent validity, consistency, and overall fit were evaluated using Confirmatory Factor Analysis (CFA). Findings- The findings revealed that "tourists’ attitudes and behaviors toward the local cuisine” had a significant and positive influence on their “intention to visit/revisit” and “intention to recommend”. Also, “destination food image” significantly and positively influenced the “intention of tourist to visit/revisit”; however, it negatively and insignificantly influenced the “intention of tourists to recommend”. Originality- Understanding tourists’ food-linked behaviors is critical for effective market conduct. However, the interrelations between travelers’ destination food image, LFC value, their perceptions of the local cuisine, and behavioral intentions are still unknown, and this will be one of the first attempts to discuss these behaviors. Limitations- This research used five variables related to local food consumption—quality, health/nutrition, emotion, prestige, and price—that impact tourists' attitudes and behaviors toward local foods in Delhi. However, in addition to these constructs, other factors or constructs may be involved that could affect the tourists' attitudes and behaviors. Future studies might explore and include these constructs to provide a more comprehensive image of Delhi's local food consumption value.