THE ANTECEDENT FACTOR OF TOURISTS' INTENTION TO CONSUME TRADITIONAL FOOD

Geo Journal of Tourism and Geosites

article

Kokom KOMARIAH¹  Abdul Rasid Bin Abdul RAZZAQ²  Mutiara NUGRAHENI¹  Badraningsih LASTARIWATI¹  Tuatul MAHFUD³ 

[1] Yogyakarta State University, Department of Culinary Art Vocational Education;Universiti Tun Hussein Onn Malaysia, Faculty of Technical Education;Hospitality Department

关键词: traditional food;    ethnic food;    food tourism;    consumption intention;    cross-cultural;   

DOI  :  10.30892/gtg.32403-559

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

Traditional food has become one of the essential aspects of developing culinary tourism. However, there are still limited stu dies that discuss the tourists' intention to consume traditional food when they tour. This study aims to reveal the antecedent factors of the intention to consume the traditional food of tourists when traveling. Data were randomly collected through an online questionnaire from lo cal Malaysian and Indonesian tourists. Structural equation modelling (SEM) analysis is used to analyze the path between the antecedent factors forming the intention of tourists to consume traditional food. The results of the study show that attitude, subjective norms, and behavioural control factors are essential antecedents to form the intention of tourists to consume traditional food. Also, behavioural control is proven to be a primary mediator to strengthen the influence of attitude and subjective norms on the intention of tourists to consume traditional food during their trips. The results of this study have implications for tourism practitioners in developing new culinary tourism based on economic potential (tradit ional food).

【 授权许可】

CC BY-NC-ND