The impact of local food specialities on the decision to (re)visit a tourist destination: Market-expanding or business-stealing?

Abstract

This paper studies how local food specialities can affect the attractiveness of tourist destinations, distinguishing between market-expanding and business-stealing effects. We surveyed 1100 Italians in their home about their intention to visit or revisit three popular mountain resorts in Northern Italy (Valtellina, Valle d’Aosta, Trentino), and about their experience, knowledge, and appreciation of five well-known local food products of these places (Pizzoccheri pasta, Bresaola dried beef, Fontina cheese, Melinda apples, Speck smoked ham). We find that product experience positively affects the likelihood of (re)visiting both a product's place of origin and the other mountain destinations (market-expanding effect). Conversely, the correct identification of the product's place of origin may reduce the intention to (re)visit the other destinations (business-stealing effect). Finally, strong appreciation for a local food speciality has a positive effect only on the intention to (re)visit the place of origin.