This study attempts to investigate the perceived authenticity of consumers in Chinese traditional branded restaurants, as well as to investigate the specific factors that contribute to consumers' perceived authenticity. It constructs a systematic model addressing whether, and how, consumers' perceived authenticity, can influence their behavioural intentions through perceived quality of food, service, and dining environment, as well as perceived values in traditional branded restaurants. Results were derived from a mixed-method approach where 68 consumers were initially interviewed, followed by interviewer-administered questionnaire survey with additional 418 consumers. Qualitative analysis, along with exploratory factor analysis and confirmatory factor analysis confirmed five factors that influencing consumers' authenticity perceptions: historical and cultural value, brand value, nostalgia, environment authenticity, and food authenticity. Structural equation modelling analysis revealed positive impacts of consumers' perceived authenticity and perceived service quality on their perceived value of dining experience, which in turn predict consumers' behavior intentions.

Food is a sustainable part of destination tourism. However, few studies attempt to separate and examine the role played by local foods within tourists' overall experience when claiming the benefits that local foods can bring to a destination.Using Mainland China as the case in point, this study aims to evaluate the potential for destinations to use local food as a sustainable marketing tool. This is achieved through examining how local food, as part of the tourist experience, can contribute to tourists' destination loyalty. This study proposes a structural model addressing the potential relationships between tourist food-related behaviours (tourists'food-related motivation, information search, food involvement, and food satisfaction) and destination loyalty among domestic tourists in China. Useable data was collected from 1353 respondents at eight destinations in China, this was screened and analysed with SPSS 21 and partial least squares-structural equation modelling (PLS-SEM). The results reveal the positive correlation between tourists' food satisfaction and destination loyalty, confirming the value of local food in China as a sustainable marketing tool. However, the paper highlights that tourists' food-related motivation, information search, and involvement are not in direct correlation to their destination loyalty. Possible implications for destination marketers and researchers are provided.

Food is widely accepted as of great importance in tourists' experiences by researchers. However, few studies allow tourists themselves to indicate the importance of food for their travel. In the meanwhile, the argument regarding the overestimation of the importance of food tourism to attract tourists is on the increase. Through a case study in Chongqing (China), this study aims to critically assess the importance of food tourism from domestic tourists' perspectives. In particular, it fills the gap by providing a thorough exploration of tourists' food experiences at different stages of their travel. A quantitative research methodology involving a structured questionnaire has been adopted. The results reveal that food plays different roles in different travel stages. The importance of food tourism in the pre-travel stage to Chongqing is not as important as the existing literature sources suggest. However, food has shown its importance during tourists' travel in Chongqing as well as increased importance in their posttravel stage. In light of these findings, marketing strategies can be identified to accelerate the development of food tourism at a destination.

The subject of food has been well researched by academics, and is often employed by tourism destination practitioners. However, a review of relevant literature indicates that there is a lack of research reported and written in English on the importance of food in Chinese local regional development. This study, by examining the food-related motivation, involvement, satisfaction, and behavioural intentions of Chinese domestic tourists, aims to assess the potential of local food to act as a destination attraction, and contribute to the development of local regions in China. Design/methodology/approach Data was collected using interviewer-completed questionnaire from a sample of 1353 domestic tourists at eight destinations geographically spread or in one region in China. Findings The results reveal three types of food-related behaviour [which are described and evaluated below]. While gender is seen to be significant, other demographical factors such as ages and educational levels do not appear to influence the level of interests and involvement in local food for Chinese domestic tourists. Originality/value This study is a contribution towards assessing the potential for using local food as a tool to develop local regions in China, and to obtain a better understanding of the market segmentation of Chinese local food tourists. It assists in identifying potential food tourists towards whom marketing should be addressed.

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