Destination food image and intention to eat destination foods: a view from Korea

Sunhee Seo, Nara Yun, Og Yeon Kim

Research output: Contribution to journalArticlepeer-review

57 Scopus citations

Abstract

Food image has begun to influence tourist behaviour, so understanding the food image of a destination is important. This study examined the relationships among destination food image, preference, and intention to eat destination foods. A total of 357 tourists in Korea participated in this study. The results of structural equation modelling confirmed empirically that image affected behavioural intention as it applied to food. Cognitive image had a stronger influence than affective image on preferences for destination foods and intention to eat destination foods. In addition, preference for destination foods predicted intention to eat destination foods. This study indicates that the cognitive image of destination foods should be identified and that image strengthened to increase tourists' intentions to eat destination foods. Marketing strategies should appeal to both authenticity and the unique cognitive image of destination foods as well as encourage tourists to experience destination foods and gain internal information.

Original languageEnglish
Pages (from-to)135-156
Number of pages22
JournalCurrent Issues in Tourism
Volume20
Issue number2
DOIs
StatePublished - 25 Jan 2017

Keywords

  • affective image
  • cognitive image
  • cross cultural
  • destination foods
  • food image
  • preference
  • tourist food choice

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