Hui Ting Leow, Abang Azlan Mohamad, May Chiun Lo, T. Ramayah, Ying-Sin Chin
{"title":"Local Food Consumption Value Towards Food\nDestination Image in Sarawak","authors":"Hui Ting Leow, Abang Azlan Mohamad, May Chiun Lo, T. Ramayah, Ying-Sin Chin","doi":"10.37741/t.72.3.13","DOIUrl":null,"url":null,"abstract":"This study explores the role of local food consumption in enhancing Sarawak's image as a food destination, focusing on the moderating impact of food satisfaction. Drawing on a cross-sectional analysis using a self-administered questionnaire, the study investigates the influence of taste and quality value, health value, price value, emotional value, and prestige value on the food destination image. The sample consists of 181 tourists who visited Sarawak, providing insights into visitors' diverse perspectives and preferences. The data was further analysed using SPSS 28.0 and WarpPLS 8.0. The findings reveal that taste, quality, health, emotional, and prestige value significantly affect the food destination image. However, the study has shown that price value has no significant impact. Surprisingly, food satisfaction does not moderate the relationship between local food consumption value and food destination image. Theoretical implications highlight the need for a more comprehensive understanding of the factors shaping consumers' perceptions. In contrast, practical implications suggest strategic considerations for culinary destinations in marketing campaigns and pricing strategies. Overall, this study contributes valuable insights for destination marketers aiming to attract tourists interested in unique culinary experiences and enhance their overall perception of the destination.","PeriodicalId":46641,"journal":{"name":"Tourism","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2024-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism","FirstCategoryId":"1092","ListUrlMain":"https://doi.org/10.37741/t.72.3.13","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
This study explores the role of local food consumption in enhancing Sarawak's image as a food destination, focusing on the moderating impact of food satisfaction. Drawing on a cross-sectional analysis using a self-administered questionnaire, the study investigates the influence of taste and quality value, health value, price value, emotional value, and prestige value on the food destination image. The sample consists of 181 tourists who visited Sarawak, providing insights into visitors' diverse perspectives and preferences. The data was further analysed using SPSS 28.0 and WarpPLS 8.0. The findings reveal that taste, quality, health, emotional, and prestige value significantly affect the food destination image. However, the study has shown that price value has no significant impact. Surprisingly, food satisfaction does not moderate the relationship between local food consumption value and food destination image. Theoretical implications highlight the need for a more comprehensive understanding of the factors shaping consumers' perceptions. In contrast, practical implications suggest strategic considerations for culinary destinations in marketing campaigns and pricing strategies. Overall, this study contributes valuable insights for destination marketers aiming to attract tourists interested in unique culinary experiences and enhance their overall perception of the destination.
期刊介绍:
Journal TOURISM is an international academic and professional quarterly which welcomes articles on various aspects of travel and tourism. Th e journal emphasises the broadness and interrelatedness of the tourism sector. Manuscripts submitted to the Journal can be processed quickly if they are prepared according to the following guidelines. Manuscripts will be returned to the author with a set of instructions if they are not submitted according to our style guide. No contribution will be accepted which has been published elsewhere, unless it is specifi cally invited or agreed by the Editor.