The influence of heritage food consumption and experiential value on Terengganu’s destination image and tourists’ behavioural intention

Abstract

ABSTRACT This study investigates the factors influencing heritage food tourists’ behavioural intentions and perceived destination image based on how heritage food consumption and experiential value affect their behavioural intention. A sample of 336 tourists was surveyed in Terengganu, Malaysia. The study hypotheses were investigated using partial-least square-structural equation modelling (PLS-SEM). The results demonstrate that consumption and experiential value significantly predict tourists’ attitudes. In addition, their favourable attitude towards food significantly stimulates their perception of Terengganu's destination image and behavioural intention. This study demonstrates the importance of local food consumption value on tourists’ perceptions and behaviour, which is especially important in the promotion of heritage food tourism. The findings suggest ways for managers and practitioners in the culinary tourism industry to strategically market their offerings in order to increase demand for food tourism.