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ABSTRACT
Interest in the use of local food in tourism and hospitality is growing in both industry and academic circles. Most research on local food has focused on its potential to enhance local community development, while relatively little research has examined the way tourists perceive local foods in developing countries. This study applies image theory to evaluate perceptions of international tourists regarding local foods in Tanzania. Data were collected between June and August, 2014 using a survey method. The study population consisted of 520 international tourists departing from Kilimanjaro International Airport. Data were analyzed using structural equation modeling (SEM) with EQS 6.2. The results demonstrated that cognitive/perceptual and affective evaluations are two interdependent psychological constructs which, taken together, play a key role in understanding individuals’ overall perception about local foods. The cognitive/perceptual evaluations formed by individuals as a result of accumulated knowledge and beliefs about local foods influence the way individuals perceive local foods. Likewise, the affective evaluations (feelings) about local foods significantly influenced individuals’ overall perceptions about local foods. The results also show that many hotels where tourists stayed did not provide sufficient varieties of, or information about, local foods. Recommendations arising from the research relating to food policy and regulation are presented.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
John T. Mgonja
Dr John T. Mgonja is a Lecturer in tourism studies in the College of Forestry, Wildlife and Tourism at Sokoine University of Agriculture, Tanzania. He received his PhD from Parks, Recreation and Tourism Management Department from Clemson University, South Carolina, USA. His current research is mainly about sustainable tourism in developing countries, ecotourism, community-based tourism and local food–tourism linkages.
Kenneth F. Backman
Dr Kenneth F. Backman is a Professor in the Department of Parks, Recreation and Tourism Management at Clemson University, South Carolina, USA, and Editor-in-Chief of Event Management, an International Journal. His research areas of interest are sustainable community tourism development, ecotourism, international tourism development and events and have resulted in him conducting research and outreach in over 25 counties and 5 continents. He is currently working on capacity building of local residents and local universities in Kenya, Tanzania and Rwanda, focusing on relationships between the universities and resident population's capacity and effectiveness to benefit from tourism development in rural regions.
Sheila J. Backman
Dr Sheila J. Backman is a Professor in the Department of Parks, Recreation and Tourism Management at Clemson University, South Carolina, USA. Her research areas of interest include tourism marketing, festival management and event tourism. She has authored or coauthored over 100 peer-reviewed scientific journal articles, books, or book chapters on these topics.
DeWayne D. Moore
Dr DeWayne D. Moore is a Psychology Professor in the Department of Psychology at Clemson University, South Carolina, USA. Dr Moore has a considerable expertise in Health Psychology, Clinical Psychology, Developmental Psychology, Confirmatory Factor Analysis, Structural Linear Modeling and Multilevel linear Modeling.
Jeffrey C. Hallo
Dr Jeffrey C. Hallo is a Professor in the Department of Parks, Recreation and Tourism Management at Clemson University, South Carolina, USA. His research and teaching are focused on understanding, planning for, and managing visitor use in parks, forests, and other protected areas. He has authored or coauthored over 50 peer-reviewed scientific journal articles, books, or book chapters on these topics. In 2012, Jeff received an award for Excellence in Research from Clemson University, and, in 2013, he was listed as an “Up and Coming Recreation Researcher” by the National Recreation and Park Association.