Effects of food experience on travel intention to the country of origin of food cuisine: A cross national study

Abstract

This study aims to investigate the influence of food experiences on travel intentions to the country of origin of food cuisine. 1083 respondents participated in an online questionnaire, with 309 from China, 366 from Singapore, and others from Australia. The findings indicate that diners' travel intentions to the country of origin are affected by their food experiences, with food attitudes acting a mediator between all aspects of food experiences and travel intentions. Additionally, the study reveals that the moderating effects of subjective knowledge on specific components of food experiences and attitudes differ across countries. The results contribute to the theoretical understanding of factors influencing food tourism in the country of origin, specifically focusing on the impact of food experiences on travel intentions, using Sichuan cuisine as a case study. Furthermore, it provides valuable insights for enhancing the promotion and brand marketing strategies in the country of origin's food tourism.