As one of the world's largest and most rapidly growing industries, the travel industry is committed to enhancing sustainability in the context of travel. The usage of regional products in rural destinations has the potential to make a substantial contribution to this objective, not only from an ecological standpoint but also from an economic and social perspective. This qualitative study analyses hotels in Northern Italy and focuses on the factors influencing decision-makers' perceptions for utilizing regional food in hotel kitchens. The preliminary findings of this study indicate that social aspects are a primary determinant in the decision to obtain regional food products. This is evidenced by the tendency of decision-makers to support their friends, family members and individuals with whom they have a personal connection. However, complex supply chains, limited food availability, and seasonal variations bring pragmatic choices of the decision makers in hotels. For this reason, hotels consistently demonstrate a preference for wholesalers over regional food producers. Theoretical contributions as well as implications for practice are derived to increase the utilization of local food in rural tourism on a long run.