Presenter Bios

Pei Zhang is a third-year Ph.D. Candidate of Hospitality Management in School of Hotel, Restaurant and Tourism management, University of South Carolina. Her research interests include tourist experience, value co-creation, tourist imagery, and international tourism.

Dr. Fang Meng is a associate professor in School of Hotel, Restaurant and Tourism management, University of South Carolina. Her research interests include destination marketing and management, tourism economic development, tourist behavior/experience, and international tourism.

Jamie Levitt is a second-year Ph.D. Candidate in School of Hotel, Restaurant and Tourism management, University of South Carolina. His research areas include food tourism and food tourist behavior.

Dr. Robin Dipietro is a professor in School of Hotel, Restaurant and Tourism management, University of South Carolina. Her research areas include multi-unit management in the hospitality industry and human resource issues related to foodservice management.

Abstract

The current study applied an extended model of goal-directed behavior to examine food tourists’ intentions to consume local cuisine. The structural model reveals significant and positive impact of food involvement and food tourist motivation on attitude, as well as significant and positive influence of attitude, perceived behavioral control, anticipated positive and negative emotions, frequency of past behavior, and self-identity on food tourists’ desires of consuming local cuisine. Furthermore, Desire significantly and positively predicts intention of consuming local cuisine. The findings provide theoretical contributions on both the model of goal-directed behavior and the research of food tourist behavior. Practical implications are also provided.

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Examining Food Tourists’ Intentions to Consume Local Cuisine

The current study applied an extended model of goal-directed behavior to examine food tourists’ intentions to consume local cuisine. The structural model reveals significant and positive impact of food involvement and food tourist motivation on attitude, as well as significant and positive influence of attitude, perceived behavioral control, anticipated positive and negative emotions, frequency of past behavior, and self-identity on food tourists’ desires of consuming local cuisine. Furthermore, Desire significantly and positively predicts intention of consuming local cuisine. The findings provide theoretical contributions on both the model of goal-directed behavior and the research of food tourist behavior. Practical implications are also provided.