The effect of tourists' local food consumption motivations on behavioural intention and the mediating role of destination image

Abstract

Purpose

This study examines the effect of some motivations of domestic tourists visiting Mugla related to the consumption of local Mugla food on behavioural intentions. The mediating impact of destination image on the behavioural intention effect of tourists' local food consumption motivations is also investigated.

Design/methodology/approach

A quantitative approach was adopted for the study’s objectives. The population of the study consisted of domestic tourists visiting Mugla, Turkiye. The sample was determined by the convenience sampling method, which is one of the non-probability-based sampling techniques, because of the characteristics of the research population. Around 390 questionnaires collected from tourists visiting Mugla were analysed. The structural equation model (SEM) was applied for testing the research hypotheses, and Bootstrap technique was used for mediation effect analysis.

Findings

Sensory motivation, which is one of the local food consumption motivations, was found to have a statistically significant effect on behavioural intention. No significant effect was found between other motivation factors (excitement, cultural, interaction and health) and behavioural intention. Also, there is a partial mediation effect of destination image in the effect of sensory motivation on behavioural intention. Whilst sensory value alone explains 28% of the effect on behavioural intention, it explains 31% of the effect on behavioural intention together with destination image.

Originality/value

The development of food culture in a destination and the increase in awareness of the food culture of the destination through different consumer components are of great importance for regional tourism. This research contributes to the gastronomy tourism literature in terms of examining the local food consumption motivations that are effective in visitors' experiences of Mugla food, the effect of these motivations on revisits and the role of Mugla destination image.

Citation

Cakir, H.A. and Zagrali Cakir, E. (2024), "The effect of tourists' local food consumption motivations on behavioural intention and the mediating role of destination image", Worldwide Hospitality and Tourism Themes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/WHATT-04-2024-0090