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The Influence of Cognitive Food Image on Tourists’ Desire and Intention to Consume Destination Food: A Macau Study 认知型食物形象对游客尝试当地食物的欲望与意图的影响:一项以澳门当地美食为例的研究
Zhang, Jianlun; Choe, Ja Young (Jacey); Lim, Christine
2022
Source PublicationJournal of China Tourism Research
ABS Journal Level1
ISSN1938-8160
Abstract

Despite its importance, moderated mediation analysis of destination food image is understudied in food tourism literature. By applying the stimulus-organism-response framework, the objectives of this study are firstly, to investigate the cognitive food image-intention relationship. Secondly, it will examine how tourists’ desire to try local food is affected by cognitive image of destination food. Thirdly, desire-intention relationship will be investigated. Fourthly, the mediating effect of tourists’ desire to try local food on the cognitive image-intention relationship will be examined. Fifthly, the moderating effect of tourists’ perceived difficulty of finding local food on the desire-intention relationship will be discussed. Lastly, gender as a moderator on the cognitive image-desire relationship will be examined. This research is based on an online survey of 449 Chinese tourists who have visited Macau. Our findings show that tourists’ desire to try destination food mediates the relationship between food image and tourists’ intention to eat destination cuisine. The mediation effect is more salient for low level of tourists’ perceived difficulty of finding destination cuisine. However, gender as a moderator of the image-desire is not significant. The study provides insight to destination management organizations and foodservice businesses on the use of local cuisine in destination promotion.

KeywordDesire Destination Food Image Intention Macanese Food Moderated Mediation Pls-sem Stimulus-organism-response Framework
DOI10.1080/19388160.2022.2095318
URLView the original
Indexed ByESCI
Language中文Chinese
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000820739600001
Scopus ID2-s2.0-85133465681
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Cited Times [WOS]:0   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
AffiliationFaculty of Business Administration, University of Macau, Macao
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Zhang, Jianlun,Choe, Ja Young (Jacey),Lim, Christine. The Influence of Cognitive Food Image on Tourists’ Desire and Intention to Consume Destination Food: A Macau Study 认知型食物形象对游客尝试当地食物的欲望与意图的影响:一项以澳门当地美食为例的研究[J]. Journal of China Tourism Research,2022.
APA Zhang, Jianlun,Choe, Ja Young ,&Lim, Christine.(2022).The Influence of Cognitive Food Image on Tourists’ Desire and Intention to Consume Destination Food: A Macau Study 认知型食物形象对游客尝试当地食物的欲望与意图的影响:一项以澳门当地美食为例的研究.Journal of China Tourism Research.
MLA Zhang, Jianlun,et al."The Influence of Cognitive Food Image on Tourists’ Desire and Intention to Consume Destination Food: A Macau Study 认知型食物形象对游客尝试当地食物的欲望与意图的影响:一项以澳门当地美食为例的研究".Journal of China Tourism Research (2022).
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