دانلود رایگان مقاله انگلیسی ترجیحات گردشگری در انتخاب غذای محلی: مدل ادراک و رفتار تعبیه شده - امرالد 2017

Abstract

Purpose – Locally derived foods from the lens of restaurant settings play an important source of tourist attraction. Surprisingly, research into this sector is quite scarce. The aim of the paper is to develop and empirically examine a conceptual framework on tourist’s preferences in selecting local foods. The framework includes tourists’ satisfaction, quality of food, tourist’s perception, purchase intention and purchase behavior among tourist’s selection for local foods. Design/methodology/approach – The research is designed as quantitative in nature. A sum of 280 usable questionnaires was used from 300 distributed instruments by using convenient sampling techniques. Findings – The results show that the relationship of tourist satisfaction and behavior is mediated by purchase intention, whereas tourist’s satisfaction and perception have a positive and significant impact on the intention of purchasing local foods. There is also a significant relationship between tourist’s satisfaction and perceived quality toward the tourist’s perception of local foods. Moreover, a significant relationship exists between tourist’s intentions and tourist’s purchase behavior. Research limitations/implications – The study derived the purchase behavior dimensions of local foods by the tourists through literature and verified the conceptual model through empirical testing. Based on these findings, managers of local food restaurants require maximizing the purchase behavior of the visitors by considering satisfaction and perceived quality. In summation, they also should consider perception and behavioral intention of tourists. The limitation of this research relates to the sample, where data were collected from the major city of a tourist-friendly country. Future research could investigate the perceived value and gender variance as moderating variables in and between purchase intention and purchase behavior. Practical implications – Managers and policymakers may use the outcome of this research as a guideline to understand the depth of tourist’s behavior. By identifying the antecedents of the behavioral factors may assist the managers to strengthen the restaurant’s competitive position within the industry. Finally, policymakers may use the research to assess tourists’ perceptions of local foods acceptability in promoting the nation’s culture to other parts of the world. Originality/value – This work adds to tourism behavior research by exploring the effect of satisfaction, perceived quality, perception and intention on behaviors associated with local foods purchase behavior. In particular, the study highlights the relationships between tourist’s perception, perceived quality of local foods and satisfaction of local foods to measure tourist’s behavior through purchase intention for local foods from the perspective of restaurant settings, which have received less research attention.

Direction for further research

This study is one of the pioneers attempt to investigate the antecedents pertaining to purchase behavior of local foods within the tourism industry in KL, Malaysia. Although the researchers highlight some limitations, these can be fruitful avenues for future research. First, this study was conducted in KL and applied convenience sampling method with 280 usable respondent’s response. Further research in this area could use a larger sample size or multiple countries to compare similarities or differences in TB of other tourist destination cities within Malaysia. Second, the current study only considers satisfaction, perceived quality, perception and intention constructs to measure the purchase behavior of local foods. Future studies may cover local foods of their destinations as well as various nationalities of tourists. In addition, research may also investigate the determinants that change the perception due to the destination of local foods before, during and after a trip. Other studies may test the moderating effect of perceived value, gender role and other demographic variables in between the relationship of purchase intention and purchase behavior. Future research is also needed to address the identities of various tourist’s specification which falls beyond the current prescribed behavioral typologies of this study. For example, future research could be conducted on how mothering can affect behavior and preferences of foods while travelling toward specific destination. Research may also be extended to address various food allergies that can affect purchase intention and satisfaction. Lastly, the research has emphasized on managers of restaurants to sell local food but not street food. As street foods are “ready-to-eat foods and beverages prepared and/or sold by vendors or hawkers especially in the streets and other similar places” (Privitera and Nesci, 2015, p. 718), it was not considered in this study. Researchers may indulge in addressing this issue. Despite these limitations, this research contributes to the local food-related tourism studies by measuring tourist’s purchase behavior in regards to local food based on a rigorous empirical examination.