2023
DOI: 10.1108/jhti-06-2022-0264
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Ethnic food tasting and gastronomy online reviews: incorporating enjoyment in the behavioral intention model

Abstract: PurposeThis study explores the tourists' behavioral intention toward tasting ethnic food by proposing 'enjoyment’ as an indirect mechanism in improvising the model of Wang. In other words, when affective and cognitive components are triggered positively while reading online gastronomy reviews on social media platforms, enjoyment is aroused, subsequently enhancing the desire to taste ethnic foods displayed online.Design/methodology/approachData from 385 visitors from Kashmir, India, were gathered using a purpos… Show more

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Cited by 4 publications
(1 citation statement)
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“…Ethnic food restaurants are proliferating in many Western countries, a trend expected to continue growing (Baba et al, 2023). In the US ethnic food is particularly accessible and popular, with more than half of the population eating at least once a month ethnic cuisine such as Mexican or Italian (Liu et al, 2018).…”
Section: Introductionmentioning
confidence: 99%
“…Ethnic food restaurants are proliferating in many Western countries, a trend expected to continue growing (Baba et al, 2023). In the US ethnic food is particularly accessible and popular, with more than half of the population eating at least once a month ethnic cuisine such as Mexican or Italian (Liu et al, 2018).…”
Section: Introductionmentioning
confidence: 99%