Author Bios (50 Words for each Author)

Ailing Wu is a PhD candidate in the College of Tourism and Service Management, Nankai University, Tianjin, China. Wu’s research interest focuses on tourism marketing, consumer behavior, and destination management.

Yanbo Yao is a professor in the College of Tourism and Service Management, Nankai University, Tianjin, China. Yao's research interest focuses on tourism enterprise management.

Yufan Yang is a master's candidate in the School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China. Yang’s research interest focuses on tourism marketing, consumer behavior, and destination management.

Yumeng Liu is a master's candidate in the School of Business, Nankai University, Tianjin, China. Liu's research interest focuses on marketing, consumer behavior.

Abstract (150 Words)

This article aims at examining if tourists’ evaluation of cuisine tourism resource has a positive effect on their willingness to visit (WTV) the destination (H1). In Study 1, the content analysis of travelogues of 60 Chinese major tourist cities shows that the scenic spots have a significant effect on WTV, while the effect of cuisine tourism resource on WTV is not supported. Moreover, the tourist city Chengdu with both abundant scenic spots and cuisine resources is chosen for further research of how cuisine resources influence tourist’ decisions. In term of 276 questionnaires (Study 2) and 30 interviewee (Study 3), the results show that the impact of the cuisine resource on WTV is moderated by the tourists’ evaluation on the scenic spots. Only when tourists have a high evaluation on scenic spots, the cuisine resource plays a positive impact on WTV, showing the auxiliary attraction of cuisine resource to tourists.

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Study on the Effect of Cuisine Tourism Resource on Tourists’ Willingness to Visit

This article aims at examining if tourists’ evaluation of cuisine tourism resource has a positive effect on their willingness to visit (WTV) the destination (H1). In Study 1, the content analysis of travelogues of 60 Chinese major tourist cities shows that the scenic spots have a significant effect on WTV, while the effect of cuisine tourism resource on WTV is not supported. Moreover, the tourist city Chengdu with both abundant scenic spots and cuisine resources is chosen for further research of how cuisine resources influence tourist’ decisions. In term of 276 questionnaires (Study 2) and 30 interviewee (Study 3), the results show that the impact of the cuisine resource on WTV is moderated by the tourists’ evaluation on the scenic spots. Only when tourists have a high evaluation on scenic spots, the cuisine resource plays a positive impact on WTV, showing the auxiliary attraction of cuisine resource to tourists.