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A study of local food consumption value in the food tourism context
Jacey Ja Young Choe; Seongseop (Sam) Kim
Conference NameTourism Sciences Society of Korea (TOSOK) International Conference
Source Publication한국관광학회 국제학술발표대회집
Conference DateJuly 13-15, 2016
Conference PlaceKorea

The role that local food plays in a tourist destination has been well recognized by many tourism scholars during the last decade. Greater attention seems to have been paid to local food in a destination than ever before. Meanwhile, consumer value is a well-known construct in consumer behavior research that is a critical determinant in consumer`s satisfaction. However, little research has explored consumer value in terms of local food experiences in a destination. Beside, an appropriate scale that can measure tourists` local food consumption value has not been developed. This study aims to develop and validate tourists` local food consumption value measurement based on consumption value theory (Sheth, Newman, & Gross, 1991). After conducting specifying domains of the construct, initial items were generated from previous literature and reviewed by food experts. Then, doctoral students and people from food industry reviewed the items to purify them. Lastly, exploratory and confirmatory factor analysis was conducted with 400 U.S tourists who have traveled to European countries in the past 2 years. After checking validity and reliability of the scale, 34 items with a 7-factor structure were deemed appropriate: Functional value 1 (Taste & quality), functional value 2 (Health & safety), functional value 3 (Price), Emotional value, social value 1 (Prestige), social value 2 (Interaction), and Epistemic value. The findings of the study will contribute to both academic and managerial sectors. Theoretically, this study is pioneering research on the measurement of tourist` local food consumption value. Practically, it is expected that critical information can be provided to destination marketers and local food producers who wish to promote food tourism by examining local food consumption values of the tourists.

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Document TypeConference paper
CollectionFaculty of Business Administration
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GB/T 7714
Jacey Ja Young Choe,Seongseop . A study of local food consumption value in the food tourism context[C],2016:993-993.
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