Examining the Effects of Food Consumption Value and Food Image on Tourists’ Intention to Purchase Guilin Rice Noodles

Abstract

ABSTRACT Gastronomy serves a crucial function in the tourism sector, with distinctive local cuisines greatly enriching the experiences of travelers. This research examines Guilin rice noodles, recognized as a national intangible cultural heritage of China, to investigate the interplay between tourists’ perceived consumption values, culinary image, and purchase intentions. Employing structural equation modeling, the study correlates tangible factors such as quality and price with intangible elements like health benefits, in relation to tourists’ cognitive and emotional responses. Data collected from tourists with direct experience indicate that both tangible and intangible perceived values have a significant influence on the food’s image and the intention to purchase. The results of this study expand upon consumer value theory within the context of tourism, illustrating how evaluations of both tangible and intangible attributes affect decision-making processes. The research advocates for a marketing strategy that emphasizes quality, pricing, health benefits, and novelty, thereby fostering customer satisfaction and loyalty. Furthermore, it highlights the significance of a robust emotional and sensory appeal in strategic marketing efforts, thereby contributing to the body of literature on culinary tourism and consumer behavior.