Sensegiving for moral authenticity at New Clairvaux Vineyard

Parrish, Dan; Downing, J. E. G.

doi:10.1016/j.jhtm.2020.01.017

Cited by 3 publications

(1 citation statement)

References 25 publications

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“…Importantly, farmers’ markets stimulate local communities through connecting producers and visitors in their common ideals of local food consumption, indicating a sense of moral economy based on “ principles such as fairness, justice, and reciprocity ” in farmers’ market participation (Leiper and Clarke-Sather, 2017: p. 841). Visitors are motivated to purchase local foods while witnessing the direct social and economic impact they make within local communities, thus forming common bonds on consumption ideals (Parrish and Downing, 2020). This support for local community and creating a connection with the food producer enhances the destination experience for tourists (Garner and Ayala, 2019), with research identifying that 89% of visitors attend to strengthen the local economy ties (Carson et al, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Can attending farmers’ markets lead to unplanned deviant visitor behavior?

Joenpolvi

Mortimer

Mathmann

2022

Tourism and Hospitality Research

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Farmers’ markets can enhance local food tourism experiences, as well as benefit regions and businesses that operate within these markets. With the impact of COVID-19 reducing international travel, domestic and local tourism is predicted to increase due to a desire to support local economies. While it has been established that visitors who shop at farmers’ markets do so for pro-social reasons, the current study examines the unintended consequences of these pro-social behaviors. We apply ‘moral licensing’ and regulatory focus theory to explain how a person’s pro-social behavior gives a temporary boost to their positive self-image which subsequently gives them a ‘licence’ to act in a deviant manner. We examine the effect of licensing and consider individual differences in promotion focus to test whether some visitors are more prone to deviant behavior than others. This research assists in identifying the unintended outcomes for the local food tourism sector through licensing and provides suggestions on how to diminish this behavior.

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