The COVID-19 pandemic has changed everyday reality and negatively impacted the global hospitality and tourism sectors. Even though food is an essential component of the tourist experience and the sustainable development of a region, research on the impact of COVID-19 on tourists’ food-related behaviour remains scant. By implementing a quantitative approach, data obtained from 847 tourists visiting Greece before or during the pandemic were analysed in order to compare these two periods. Findings indicate that during the pandemic, tourists had a more positive attitude towards food than before the pandemic and were more motivated to consume local food. As a result, they spent more money on food and were keener to taste local food and visit Greek restaurants and taverns. Despite the restrictions, the level of food satisfaction remained the same. It seems that this is a case whereby the risk perceptions created by COVID-19 were eliminated. The demand for quality food experiences was mainly interpreted as a search for culture and consideration of health concerns. Specific trends have been revealed in tourists’ food-related behaviours, which bear implications for a smooth transition to new and challenging circumstances. Researchers and food tourism stakeholders must set new goals, develop alternative forms of products and services based on sustainability, and, in general, adopt a new perspective to face future challenges.
The literature contains scant information on the relationship between tourists’ gender and their attitudes toward food while vacationing. The present study had as its main aim to examine the role of gender in key behaviours concerning tourists’ food choices and eating habits; in addition, our study evaluated the hypothesis that gender interacts with the “pandemic effect” in modifying tourists’ food-related behaviour. By implementing a quantitative, exploratory, and descriptive methodology, an online questionnaire was developed based on existing literature. To this end, data derived from 474 female and 370 male tourists visiting Greece in 2019 (before) or in 2020 (during the COVID-19 pandemic) were analysed and evaluated. The results indicate that, compared to men, women were more motivated to taste local food, especially with respect to obtaining cultural experience and excitement, promoting interpersonal relations, and as a result of health concerns. In addition, they dined at facilities at their place of stay, as well as at Greek restaurants and taverns at a higher rate compared to men. Women also reported being more satisfied than men by their food experiences during their trips, and was found that during the pandemic they spent, on average, more on food than before. The study showed that the pandemic affected both genders; however, the most significant of the differences observed relates to the choice of dining facilities, in all likelihood, as a result of women being more sensitive to the risks of COVID-19. Overall, during the pandemic, women appeared more likely than men to adopt behaviours that are in line with the principles of sustainability, such as a positive attitude and motivation to consume foods produced locally in the country. Differences detected between genders can be used by various stakeholders as a benchmark to further improve the food services offered at tourist destinations.
Despite the fact that tourism is one of Greece's economic pillars and that food can lead to greater satisfaction and loyalty to the destination, little research effort has been devoted to understanding tourists' food consumption complexities. In response, this study aimed at investigating the themes behind the food motivations of international tourists to Greece. A qualitative approach was deployed by implementing semi-structured interviews among tour-ists (n=28), and a thematic analysis was conducted in order to categorize interviewees' statements into eight themes: local culture learning, authentic experience, novelty seeking, social interactions, sensory pleasure, health concerns, familiar food, and the need for suste-nance. These motivations were heterogeneous and exerted significant influence over food choices and eating behavior. Even though Greek destinations attract tourists primarily seek-ing journey-related food elements, other secondary motivations involving travel intentions independent of local gastronomy should not be neglected. Although the factors identified may not be exhaustive, this study provides a clear model for further research concerning tourists' food motivational factors in Greece and other Mediterranean destinations.
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