Abstract
ABSTRACTAlthough dining out is viewed as a favorite activity among international tourists visiting South Korea, it is one that may cause concern due to their unfamiliarity with new circumstances and offerings. In an attempt to promote Korean food, the purpose of this study was twofold to examine: (1) the effect of food neophobia on tourists’ variety-seeking behavior, and (2) if the acquisition of local food information offsets the negative effect of food neophobia on tourists’ variety-seeking behavior. Using structural equation modeling, this study confirmed that food neophobia limits tourists’ variety-seeking behavior in food consumption. Further, when more food information was acquired, tourists were more willing to try foods in comparison to those who searched for relatively little information. These findings advance the understanding of the food consumption behavior from the international tourist perspective, thereby providing the theoretical and practical groundwork for future studies. Useful insights will be provided for use by destination marketers and foodservice suppliers in promoting their gastronomic products.
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