Understanding the role of local food in sustaining Chinese destinations

Abstract

Food is a sustainable part of destination tourism. However, few studies attempt to separate and examine the role played by local foods within tourists’ overall experience when claiming the benefits that local foods can bring to a destination. Using Mainland China as the case in point, this study aims to evaluate the potential for destinations to use local food as a sustainable marketing tool. This is achieved through examining how local food, as part of the tourist experience, can contribute to tourists’ destination loyalty. This study proposes a structural model addressing the potential relationships between tourist food-related behaviours (tourists’ food-related motivation, information search, food involvement, and food satisfaction) and destination loyalty among domestic tourists in China. Useable data was collected from 1353 respondents at eight destinations in China, this was screened and analysed with SPSS 21 and partial least squares-structural equation modelling. The results reveal the positive correlation between tourists’ food satisfaction and destination loyalty, confirming the value of local food in China as a sustainable marketing tool. However, the paper highlights that tourists’ food-related motivation, information search, and involvement are not in direct correlation to their destination loyalty. Possible implications for destination marketers and researchers are provided.