Local Food Consumption: The Trio of Motivation, Satisfaction, and Loyalty

ABSTRACT

This study aims to delve into the role of motivation to consume local food, a multi-dimensional construct, in the tourism experience by testing the structural relationships between motivation and food satisfaction, as well as destination satisfaction and loyalty. A survey was administered with tourists visiting Macao. A convenience valid sample of 292 responses was analyzed with SEM. Results suggest that, while the motivation of excitement failed to influence food satisfaction, the other four motivational dimensions all exhibited a positive impact. Specifically, interpersonal relation is the most important predictor of food satisfaction, followed by cultural experience, sensory appeal, and health concerns. Additionally, food satisfaction demonstrated a favorable effect on destination satisfaction, resulting in an increased intention to recommend and to revisit. Destination management organizations (DMOs) may also benefit from the study’s findings if they seek to attract tourists by leveraging their gastronomic legacy.

当地美食消费: 动机、满意度和忠诚度三者的关系摘要

本文通过探讨游客消费当地美食之动机、美食满意度以及目的地满意度和忠诚度之间的结构关系，;深入研究当地美食消费动机这一多维度变量在旅游体验中的作用。通过便利抽样对访问澳门的游客进行了问卷调查，;共收集了292份有效问卷。结构方程模型对数据的分析结果表明，;虽然动机的兴奋维度未能影响美食满意度，;但其他四个维度都呈现出积极影响。具体来说，;人际关系是影响美食满意度最重要的动机因素，;其次为文化体验、感官吸引和健康考量。 此外，;美食满意度对目的地满意度有正向影响，;目的地满意度同时也增强了游客的推荐和重访的意愿。研究结果为想通过美食资源来吸引游客的目的地管理组织带来启示。

KEYWORDS:

• Motivation to consume local food
• food satisfaction
• destination satisfaction
• destination loyalty
• Macao

关键词:

• 当地美食消费动机、美食满意度、目的地满意度、目的地忠诚度、澳门

Disclosure statement

No potential conflict of interest was reported by the author(s)

Additional information

Notes on contributors

Xiangping Li

Xiangping Li is an Assistant Professor at School of Tourism Management at Macao Institute for Tourism Studies, Macao SAR, China. Her research interests include tourism planning and development, destination marketing, and tourist behavior (E-mail: [email protected]).

Liangwei Qiu

Liangwei Qiu is a PhD student in Macao Institute for Tourism Studies, majoring in Hospitality and Tourism Management. His research interests center on the destination digital marketing and special interest tourism (E-mail: [email protected]).