A Perception into Food Image and Revisit Intention for Local Cuisine from Foreign Tourist Perspective – The Case of Ho Chi Minh City – Vietnam

Abstract

In culinary tourism, the perception into destination food image is the most important component for destination marketing plan. Therefore, the quantitative method was applied to confirm role of destination food image in Vietnam by analyze the tourist’s opinion on TripAdvisor. Moreover, to understand new insights into tourist behavior in the destination choice, the qualitative method explore the bidirectional causal relationship between the destination food image and perceived value that eventually contributes to revisit intention. The findings contribute to identify destination image theory value in tourism research, especially in the context of tourists’ local food experiences. Finally, this study provides insight into how to built destination food image, especially cognitive food image is extremely crucial and necessary when Vietnam intend to build an attractive food destination that perceived by tourist as well as the development of marketing strategies for culinary tourism in Vietnam.