Consumption value in food tourism: the effects on purchase involvement and post-travel behaviours

ABSTRACTThis study applied local food consumption values to food tourism (culinary tourism) activities. Prior research revealed that impacts of consumption values in food tourism often varied based on the destination. This study adapts the tourist's local food consumption value (TLFCV) scale to food travel in general, using a survey of American leisure travellers (N = 489). Interaction value, emotional value, and prestige value impacted purchase involvement of dining decisions while travelling. Travellers believe that eating local food while travelling builds personal bonds (interaction value), provides pleasure and happiness (emotional value), and increases social status or social capital (prestige value). Emotional value played the strongest role in travellers' purchase involvement, and purchase involvement led to post-travel activities: satisfaction, intention to return and to recommend a destination. Between traveller types, prestige value was less important for culinary travellers than other leisure travellers. Destinations are recommended to market not just local food products or experiences but also the consumption values or benefits that tourists seek.KEYWORDS: Culinary tourismfood tourismconsumption value theoryinvolvementconsumer behaviour Disclosure statementNo potential conflict of interest was reported by the authors.Additional informationFundingThis work was supported by World Food Travel Association.Notes on contributorsMatthew J. StoneMattthew J. Stone is an Associate Professor of Marketing at California State University, Chico. His research is focused on consumer behavior in tourism with a focus on culinary tourism/food and beverage tourism. He is a Fulbright Scholar award recipient.Suiwen (Sharon) ZouSuiwen (Sharon) Zou, Ph.D. is an Assistant Professor in the Department of Recreation, Sport and Tourism at the University of Illinois Urbana-Champaign. Her research focuses on marketing practices that address the financial issues of tourism and leisure services.