Abstract
This study incorporates a “food image” variable into a luxury value-attitude-behavior model. The aim is to examine Taiwanese tourists’ attitudes toward luxury restaurants and purchase intentions, i.e., to dine at luxury restaurants while traveling for tourism purposes. A total of 361 participants were recruited to complete the questionnaires. The results indicated that the perceived functional value, perceived symbolic/expressive value, and perceived hedonic value may influence consumers’ attitudes toward luxury restaurants, which, in turn, may affect their purchase intentions − to dine at luxury restaurants while participating in tourism activities. In addition, a destination’s food image moderates the relationship between attitude and purchase intentions. The managerial implications of this research are discussed.
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