Can consumption of local food contribute to sustainable tourism? Evidence from the perception of domestic tourists

ABSTRACTThe nexus of tourism and sustainability has emerged as a catchphrase in academic literature in recent years. The present study employed an integrated path model to investigate the increasing significance of sustainable tourism, which is attributed, in part, to the penchant of domestic tourists to consume locally sourced food. The investigation additionally ascertains the potential influence of local food products on the various dimensions of sustainability, including economic, cultural, social, and environmental aspects. Data is collected using a purposeful sample technique, with 462 responses from domestic tourists to the Kashmir Valley being screened and analyzed using SPSS and partial least squares structural equation modeling (PLS-SEM). The findings derived from PLS-SEM analysis demonstrate that the act of domestic tourists consuming locally produced food has a considerable and statistically significant influence on sustainability-focused tourism. Furthermore, the consumption of locally grown foods has a positive influence on various dimensions of sustainability, including the economic, social, cultural, and environmental aspects. The present study contributes to the existing scholarly literature on the subjects of regional gastronomy and sustainable tourism. In the current work, the authors aim to present the potential of local food to promote sustainable tourism in the tourist host regions. The outcomes of this research can be utilized by policymakers in the tourism sector to enhance their ability to effectively market indigenous cuisine, thereby sustaining the industry’s enduring viability.KEYWORDS: Sustainable tourismlocal foodPLS-SEMconsumer attitudedomestic tourism Disclosure statementNo potential conflict of interest was reported by the author(s).