Understanding the role of local food in sustaining Chinese destinations

Abstract

Food is a sustainable part of destination tourism. However, few studies attempt to separate and examine the role played by local foods within tourists' overall experience when claiming the benefits that local foods can bring to a destination.Using Mainland China as the case in point, this study aims to evaluate the potential for destinations to use local food as a sustainable marketing tool. This is achieved through examining how local food, as part of the tourist experience, can contribute to tourists' destination loyalty. This study proposes a structural model addressing the potential relationships between tourist food-related behaviours (tourists'food-related motivation, information search, food involvement, and food satisfaction) and destination loyalty among domestic tourists in China. Useable data was collected from 1353 respondents at eight destinations in China, this was screened and analysed with SPSS 21 and partial least squares-structural equation modelling (PLS-SEM). The results reveal the positive correlation between tourists' food satisfaction and destination loyalty, confirming the value of local food in China as a sustainable marketing tool. However, the paper highlights that tourists' food-related motivation, information search, and involvement are not in direct correlation to their destination loyalty. Possible implications for destination marketers and researchers are provided.

The Effects of Food-Related Motivation, Local Food Involvement, and Food Satisfaction on Destination Loyalty: The Case of Angeles City, Philippines

“…The favorable response of tourists to their food experiences forms revisit intentions to a destination. This is supported by the research studies of Chen and Chen (2010), Meleddu et al (2015), and Chen and Huang (2019).…”

“…This is true with the studies of Laurent and Kapferer (1985), Prayag and Ryan (2012) and Lee and Chang (2012) who identified that when tourists are very much involved in a destination, it positively affects their degree of satisfaction and loyalty. On the other hand, Chen and Huang (2019) observed that local food involvement does not affect loyalty to a destination. Additionally, the study also revealed that food satisfaction directly affects destination loyalty.…”

“…With a small effect size, food satisfaction augments the relationship between food-related motivation and destination loyalty and between local food involvement and destination loyalty. In the study of Chen and Huang (2019), the authors observed the partial mediation effects of food satisfaction on local food involvement and destination loyalty relationship and of local food involvement on food-related motivation and destination loyalty.…”

“…The findings showed that customer satisfaction acts as mediator between food quality and behavioral intentions. Moreover, Chen and Huang (2019) found that food satisfaction partially mediates local-food involvement and destination loyalty. Therefore, it is hypothesized that: H4.…”

“…As for the 5 items for food satisfaction, these items were based on several studies including Bosque and Martin (2008), Mason and Paggiaro (2012), Zabkar et al (2010) which were summarized, validated, and tested for reliability also in the study of Chen and Huang (2019). The present study adapted these items and were measured using a 5-point Likert scale (level of agreement/disagreement).…”