GASTRONOMIC EXPERIENCE AS A MOTIVATION FOR TOURISTS TO CHOOSE TOURIST DESTINATIONS IN INDONESIA AND VIETNAM

Abstract

Culture-based traditional food experience (gastronomy) has become an exciting topic for tourists worldwide. This is because gastronomic tourism offers a new alternative to a tourist destination. Until now, studies that discuss how the intentions of Vietnamese and Indonesian tourists to choose traditional food for their tourism activities are still limited. Therefore, this study aims to explore the antecedent factors that shape the intention of tourists to choose traditional food as a reason for tourism activities using the Theory of Planned Behavior (TPB) approach. This study involved 345 Vietnamese and Indonesian tourists in providing information on the antecedent factors that shape the intention to choose traditional food. Data were analyzed using structural equation modeling (SEM). The results of the study reveal that the attitude toward consuming traditional food and perceived control towards consuming traditional food influence the intention of tourists to choose gastronomy as the reason for their tourism activities. However, subjective norms towards consuming traditional food have not been able to influence tourists' intention to choose traditional food for travel. These findings provide important implications for the government and tourism practitioners to develop gastronomic tourism as a new alternative. In addition, various gastronomic tourism promotion programs consider tourist behavior need to be carried out.