Examining factors influencing food tourist intentions to consume local cuisine

Food tourism is an activity which has grown in popularity. While it encompasses different activities, consuming local cuisine appears to be particularly popular. Yet, there is a lack of research measuring food tourist behavior using advanced social psychology theory. This study used an extended model of goal-directed behavior to understand food tourist desires and intentions to consume local cuisine. Data were collected at six restaurants in the Southeastern USA and 430 responses were obtained. Anticipated positive emotions and self-identity had the strongest influences on desire. Frequency of past behavior had the strongest influence on intentions. Implications are discussed in detail.