Abstract
Even though local food represents a major tourist attraction due to cultural heritage and food experiences, very few studies have reported tourists’ behavioral components regarding local food consumption. The main objective of this study is to analyze the tourists’ behavioral model and examine the influence of the tourists’ motivation and satisfaction on their loyalty towards local food consumption. Ayutthaya city, Thailand, is selected because of its authentic traditional food and tourism activities linked to it. Confirmatory Factor Analyses (CFA) are employed to assure the suitable proposed factor, and Structural Equation Modeling (SEM) is applied to test the hypothesized relationship between the constructs of satisfaction with the local food, motivation, and behavioral intention. Results of this study revealed that tourist motivations have a significant and direct influence on satisfaction and behavioral intentions statistically. As the findings, the more tourists are motivated to consume local food, the more satisfied and more intention to revisit and recommend the tourists. Any study aiming to understand the local food tourists' behavior is helpful to take these constructs into consideration.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Tourism Analysis: Revista de Análisis Turístico (JTA)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
