Gastronomic journeys: understanding food variety-seeking behavior in the digital nomad lifestyle
Dario Miočević, Antonija Kovačević
Abstract
Purpose This study draws on optimum stimulation theory and aims to examine the food variety-seeking behavior and its effect on local food attitudes and local restaurant patronage of digital nomads. Design/methodology/approach A moderated mediation model is used, using survey data from a multicultural sample of 249 digital nomads across three popular digital nomad hubs: Bali, Thailand and Mexico. Findings The study finds that digital nomads with stronger food variety-seeking tendencies are more inclined visit local restaurants through mediating role of local food attitudes. This mediating effect is moderated by nomadic experience and patronage of restaurants that offer popular international cuisines, with inexperienced nomads and those more reliant on international food options showing a greater likelihood of embracing local food and visiting local restaurants. Research limitations/implications This study extends food variety-seeking behavior literature and optimum stimulation theory by examining how digital nomads navigate food consumption in travel contexts. It highlights the heterogeneity in food variety seeking’s impact on local food attitudes and restaurant patronage, showing that nomadic experience and reliance on international food options shape these relationships. Originality/value This study contributes to the limited research on digital nomads’ food consumption behaviors and offers novel insights into how food variety-seeking tendencies shape their dining choices. It also provides practical guidance for local food businesses aiming to engage the fast-growing digital nomad market.