Does a healthy diet travel? Motivations, satisfaction and loyalty with plant-based food dining at destinations

Abstract

PurposeThe research objectives were to: (1) examine the relationship among motivations, satisfaction and loyalty with plant-based food dining at destinations; (2) determine if and how the attractiveness of eating plant-based foods moderates satisfaction and loyalty; and (3) investigate potential differences in visitor background information and consumption characteristics.Design/methodology/approachA survey was conducted at tourist attractions in southern Taiwan and 274 valid questionnaires were obtained. The relationships among motivations, satisfaction and loyalty were investigated when eating plant-based foods during travel. The moderating effects of food attractiveness on motivations and satisfaction/loyalty were measured.FindingsThe results indicated a positive relationship between motivations and satisfaction/loyalty in plant-based food dining. Motivations for plant-based food dining were comprised of four domains (physical, cultural, interpersonal and prestige) and satisfaction and loyalty had three (overall satisfaction, intention to revisit and intention to recommend).Research limitations/implicationsThe major implications were that motivations had a significant effect on satisfaction and loyalty; food attractiveness did not moderate the effect of motivations on satisfaction/loyalty; and background characteristics influenced satisfaction and loyalty.Practical implicationsMarketers and strategic planners for plant-based restaurants or those with plant-based meal options must make a greater effort to understand the distinctive demographic and dietary characteristics of the people who comprise the core of this market.Originality/valueThis research adds to the very limited literature on plant-based and vegetarian dining in tourism destinations. Furthermore, it tests, partially validates and expands a model by Kim et al. (2009) for consuming local food while traveling. The findings also complement the considerable evidence linking motivations to satisfaction and loyalty when dining.

How to communicate typical–local foods to improve food tourism attractiveness

“…Shashi and Singh (2015) showed that biodiversity preservation, conservation of natural resources and lower energy consumption play key roles in influencing consumer purchasing intentions towards organic foods. Chang et al's (2021) study on plant‐based diets found that the presence of restaurants offering plant‐based dining in a certain destination acts as an important motivation for travelers. Shin et al (2017) demonstrated a similar relationship between tourists' intention to visit and willingness to pay for a certain restaurant providing a menu based on foods that are respectful of the environment.…”

“…Most studies have focused on the environmental dimension of sustainable food consumption. This has received a lot of attention in the marketing and consumption arena, including the tourism context (Cachero‐Martínez, 2020; Chang et al, 2021; Dalmoro et al, 2020; Nam, 2020; Rothwell et al, 2016; Shashi & Singh, 2015; Shin et al, 2017). Shashi and Singh (2015) showed that biodiversity preservation, conservation of natural resources and lower energy consumption play key roles in influencing consumer purchasing intentions towards organic foods.…”

The impact of cruise ship dinescape on travellers’ behaviour

“…Research on land restaurants show how food and dining experiences affect travellers' behaviour, like their revisit behaviour (Bjo ¨rk and Kauppinen-Ra ¨isa ¨nen, 2016), overall satisfaction and even travel satisfaction (Chang et al, 2021). Specifically, travellers' revisit intentions relate to restaurant satisfaction for both fast food and full-service land restaurants (Slack et al, 2021).…”

“…Tourism industry aims to provide positive and memorable travel experiences (Ritchie et al , 2011) and food is a key source of such experiences (Björk and Kauppinen-Räisänen, 2016). Research on land restaurants show how food and dining experiences affect travellers’ behaviour, like their revisit behaviour (Björk and Kauppinen-Räisänen, 2016), overall satisfaction and even travel satisfaction (Chang et al , 2021). Specifically, travellers’ revisit intentions relate to restaurant satisfaction for both fast food and full-service land restaurants (Slack et al , 2021).…”

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“…Looking more widely across the hospitality industry, a variety of research themes can be identified, though the work on plant-based food within the industry is fragmented and it lacks a coherent framework. Drawing their empirical information from Taiwan, Chang et al (2021) looked to examine the relationship among motivations, satisfaction and loyalty with plant-based food dining at destinations, and to determine if, and how, the attraction of plant-based dining moderated customer satisfaction and loyalty. The authors found that a positive relationship between motivations and satisfaction and loyalty in plant-based food dining, and motivations were found to comprise physical, cultural, interpersonal and prestige domains, while satisfaction and loyalty had three dimensions, namely overall satisfaction, intention to revisit, and intention to recommend.…”