Food tourist segmentation: Attitude, behavioral intentions and travel planning behavior based on food involvement and motivation

ABSTRACT

This study assessed attitudes, intentions, and travel planning behavior for potential food tourists. Using two-step cluster analysis, respondents were segmented into three groups based on food involvement and motivation. These clusters had high, moderate, and low food involvement and motivation levels, respectively. Findings suggest moderate motivation and involvement food tourists are the largest group, but high motivation and involvement food tourists should be pursued by practitioners. They have the most positive attitudes and strongest intentions to consume local cuisine. Further, high motivation and involvement food tourists are most likely to select a destination based on the availability of food-related activities.

KEYWORDS:

• Attitude
• behavioral intentions
• food involvement
• food tourism
• motivation
• segmentation
• travel planning