Likable or Authentic? Perspectives of Locals and Tourists in Food Event Experience

Abstract

With the growing appetite of appreciating local gastronomy and the need of destination branding for culinary tourism, food events have become increasingly popular in many cities. Authenticity has long been recognized as one important factor to evaluate food-related experience; however, the likability of food is rarely examined. The study gives a first attempt to include food likability, a hedonic perspective, together with authenticity, in evaluating food and event experience at a food festival. A valid sample of 447 event attendees was recruited from Macao's Local Culture & Food Festival. The findings show that food likability and food authenticity significantly influence the perception of culinary event authenticity that further leads to event satisfaction. Differences between local attendees and tourists regarding food evaluation and their event experiences are also examined. Implications of the findings are discussed and suggestions for future study are provided.