Tourists’ Perceptions and Motivations for Local Food

Abstract

Local foods play an influential role in improving the tourism experience in destinations. Local foods can enormously enrich the tourism experience by connecting tourists with the heart and soul of a destination. Past research has identified various perception and motivational factors that support local foods' purchase intentions, but only from a consumer point of view. As the demand for local foods in tourist destinations is gaining more and more importance year after year, this study investigates the influence of those perceptions and motivational factors on purchasing local foods in a tourism destination. A survey was conducted among 470 US tourists who have visited destinations and tasted or purchased local foods in the last three years. Regarding the perception of local foods, the study's findings show that factors like freshness, trust and transparency, preservatives free, and better nutrition are highly reported. Regarding the motivations to buy local foods, the study findings show that factors like supporting the local farmers, enhancing sustainable agriculture, increasing local revenue, and reducing carbon emissions were highly reported. The findings of this study will provide a holistic experience for the tourists that allows them to immerse themselves in the destination's food culture and support the local economy and community. By effectively developing and promoting the destination's local foods by highlighting and promoting the highly rated perception and motivational factors, the destination can attract more food enthusiasts and curious tourists seeking authentic food and cultural experiences.