The Relationship Between Food Experiences, Attitude, Food Destination Image, and Revisit Intention: The Moderating Role of Food Culture
The‐Bao Luong, Duong Hai Long
Abstract
This study examines the impact of food experiences, attitudes toward local food, and food destination image on tourists’ revisit intention, focusing on the moderating role of food culture. Drawing upon the Theory of Planned Behavior (TPB), the study investigates these variables’ underlying mechanisms and relationships. Convenient sampling was employed to collect data from 526 Vietnamese tourists. The findings show that positive local food experiences influence attitudes toward local food and food destination image. Attitudes toward local food, in turn, affect both food destination image and revisit intention. Additionally, the food destination image is positively correlated with revisit intention. The study highlights the mediating role of attitudes toward local food and food destination image in the relationship between local food experiences and revisit intention. Food culture moderates the relationships between local food experiences and revisit intention, as well as attitudes toward local food and revisit intention. These findings have implications for theoretical, destination marketing, and management.