Food Image and Loyalty Intentions: Chinese Tourists’ Destination Food Satisfaction

Abstract

ABSTRACT This study examined the multidimensional construct of food image, assessed the impact of destination food image on tourist loyalty intentions and investigated the mediating effect of food satisfaction on this relationship. A survey was conducted of 411 Chinese tourists who had visited Phuket. Results of Explanatory Factor Analysis revealed four dimensions including restaurant service, food safety and hygiene, variety and table manners, and food taste and popularity, among which, food taste and popularity was the most influential factor contributing to tourists’ perceptions of Thai food image. Structural Equation Modeling confirmed the relationships between perceived destination food image, food satisfaction, and loyalty intentions. Additionally, a mediation model demonstrated that food satisfaction mediates the relationship between food image and loyalty intentions. Theoretical and managerial implications are discussed in the context of tourism marketing and destination management.