Understanding customers’ food destination image perception post COVID-19 era

Abstract

ABSTRACT This article aims to empirically examine a conceptual model that incorporates customers’ food destination image, risk perception, trust perception, and their support intention for ethnic-based restaurants (specifically Chinese restaurants). To accomplish this objective, the study selected Turkish restaurant customers as the research sample and employed an online administrated questionnaire to gather data. A total of 209 questionnaires were collected and subsequently analyzed using partial least squares structural equation modeling (PLS-SEM). The results of the analysis confirmed that risk perception, trust perception, and food destination image significantly impact customers’ support intention toward ethnic-based restaurants. Moreover, the findings indicate that food destination image has a positive influence on perceived trust, while perceived risk does not have a significant effect on perceived trust. This model provides valuable insights for scholars conducting research in the field of food literature, as well as practitioners and planners involved in developing destination food-related strategies.