How do food consumption motivations and emotions affect the experiential values and well-being of foodies?

Abstract

PurposeTravellers who love to try different foods and who frequently follow up on food-related news and topics consider themselves to be “foodies”. The main aim of this research was to identify the relationships among food consumption motivations, experiential values and well-being of foodies.Design/methodology/approachA questionnaire survey was distributed to foodies from the Chinese mainland, Hong Kong and Macao in March–May 2019 who were aged 18 and above and who had visited Taiwan within the prior two years. Some 480 valid responses were received based on intercepts at airports and the data, based on a conceptual model, were analysed through structural equation modelling (SEM).FindingsThree paths among the key variables showed significant and positive relationships. Additionally, the mediating effect of food experiential values on emotions and well-being was identified.Research limitations/implicationsThe findings provide insights for food and hospitality scholars and the related literature since “foodie” is a rather new concept that is lacking in sufficient empirical and conceptual research. The research examines the relationships among experiential values, motivations and emotions and their influences on the well-being of foodies. In past studies on food consumption motivations and emotions, food experiential values were not included as a variable of potential influence. The research subjects were confined to foodies from the Chinese mainland (including Hong Kong and Macao) who were in Taiwan. Hence, the generalisation based on the sample may be limited.Practical implicationsThis research produces useful information on the behaviour of Chinese foodies when they are travelling. Preparers of food and beverages and tourism retailers should supply food that represents local cultural characteristics and design relevant local food souvenirs with the appropriate packaging.Social implicationsCommunities need to realise that not all visitors are alike and that some have a deeper interest in local foods and their historical and cultural roots.Originality/valueAlthough numerous studies on the behaviours of Chinese tourists have been conducted, the research on their food consumption characteristics is limited. To date, no empirical studies have examined the relationships among foodies, food consumption motivations, food experiential values, emotions and well-being of mainland Chinese tourists, which is a knowledge gap in understanding this important market segment.

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“…Food tourism has evolved as contemporary tourists now travel to search for and enjoy food and beverages. Emerging and growing interest in food tourism is forcing cities and regions to become more innovative in how they attract tourists (Chang et al , 2020a, b). Thus, food services are considered a core resource for destination competitiveness that offer relevant advantages to the tourism industry in terms of productivity.…”

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