Ready for the «Check-In» of Local Products on Hotel Menus?

Abstract

The link between tourism and the agricultural sector offers on the one hand authentic cultural experiences to tourists and on the other hand a competitive advantage to tourism businesses seeking to differentiate themselves. This research attempts to empirically investigate the organizational readiness, perceived benefits, and intention of hotels to include local agri-food products in their menus. The data collection was carried out through a questionnaire using a 5-point Likert scale and the readiness was evaluated in terms of its three dimensions (organizational culture, organizational climate, organizational capacity), as well as the perceived benefits in 112 hotels of the PE of Kavala and Thassos in Greece. Following a cluster analysis, 3 categories of hotels emerged, namely “Committed”, “Hesitant”, and “Indifferent”. The findings make an important contribution to the scientific community and more specifically the one dealing with both the primary sector and tourism issues. The research also has important managerial implications and can be used for policy-making by stakeholders.