Food Image and Loyalty Intentions: Chinese Tourists’ Destination Food Satisfaction

ABSTRACT

This study examined the multidimensional construct of food image, assessed the impact of destination food image on tourist loyalty intentions and investigated the mediating effect of food satisfaction on this relationship. A survey was conducted of 411 Chinese tourists who had visited Phuket. Results of Explanatory Factor Analysis revealed four dimensions including restaurant service, food safety and hygiene, variety and table manners, and food taste and popularity, among which, food taste and popularity was the most influential factor contributing to tourists’ perceptions of Thai food image. Structural Equation Modeling confirmed the relationships between perceived destination food image, food satisfaction, and loyalty intentions. Additionally, a mediation model demonstrated that food satisfaction mediates the relationship between food image and loyalty intentions. Theoretical and managerial implications are discussed in the context of tourism marketing and destination management.

摘要

本文研究了美食形象的多维度变量, 评估了目的地美食形象对游客忠诚度意向的影响, 并研究了美食满意度对这种关系的中介作用。411位来普吉岛度假的中国游客参与了问卷调查。探索性因子分析法的结果确定了四个维度, 餐厅服务, 食品安全和卫生, 食品种类和餐桌礼仪, 以及食品口味和受欢迎程度。其中, 食品口味和受欢迎程度是影响游客对泰国美食形象的认知的最重要因素。结构方程模型确认了目的地美食形象感知, 美食满意度和忠诚度意向之间的关系。此外, 中介模型显示美食满意度可以调节美食形象和忠诚度意向之间的关系。本文在旅游营销和目的地管理的框架内讨论了理论和管理方面的启示

KEYWORDS:

• Destination food image
• food satisfaction
• loyalty intention
• Chinese tourists
• Phuket

关键词:

• 目的地美食形象
• 美食满意度
• 忠诚度意向
• 中国游客
• 普吉岛

Acknowledgments

The support provided by the PSU publication clinic greatly helped to improve an earlier version of this manuscript.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Faculty of Hospitality and Tourism, Prince of Songkla University [FHT6000002].

Notes on contributors

Mehri Yasami

Mehri Yasami is Lecturer in Faculty of Hospitality and Tourism at Prince of Songkla University, Phuket, Thailand. Her research interests include gastronomy tourism, consumer behavior and destination marketing, and travel risk management mail: [email protected].

Pornpisanu Promsivapallop

Pornpisanu Promsivapallop is Assistant Professor in Faculty of Hospitality and Tourism at Prince of Songkla University, Phuket, Thailand. His research interests include gastronomy tourism, tourist behavior, and hospitality service management (E-mail: [email protected]).

Prathana Kannaovakun

Prathana Kannaovakun is Associate Professor in Faculty of Hospitality and Tourism at Prince of Songkla University, Phuket, Thailand. Her research interests include gastronomy tourism, tourist behavior, and cross-cultural issues in tourism (E-mail: [email protected]).