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The Effect of Food Tourism Behavior on Food Festival Visitor’s Revisit Intention

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  • Meehyang Chang

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Jung-Hoon Kim

    (School of Business, Hanyang University, Seoul 04763, Korea)

  • Daecheol Kim

    (School of Business, Hanyang University, Seoul 04763, Korea)

Abstract

In this paper, the effects of novelty-seeking and food involvement on food tourism behavior and the effect of food tourism behavior on intention to revisit the Jeonju Bibimbab Food Festival are studied. Additionally, the effects of attitude, anticipated emotions, perceived behavioral control, and subjective norms on intention to revisit through desire are identified. Three hundred and forty questionnaires are used for the study. These are analyzed with partial least squares structural equation model (PLS-SEM) using SmartPLS 2.0. The results show that two variables of novelty-seeking and food involvement have positive effects on food tourism behavior. It is also found that the effect of food involvement is higher on the food tourism behavior than that of novelty-seeking. This is because survey respondents are mostly domestic visitors, and for them, Bibimbab itself is familiar. In addition, the food tourism behavior has a significant effect on the intention to revisit the Jeonju Bibimbab festival. It implies that people who like to travel to enjoy food are also interested in the food festival.

Suggested Citation

  • Meehyang Chang & Jung-Hoon Kim & Daecheol Kim, 2018. "The Effect of Food Tourism Behavior on Food Festival Visitor’s Revisit Intention," Sustainability, MDPI, vol. 10(10), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3534-:d:173208
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    References listed on IDEAS

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    1. Song, HakJun & You, Geun-Jun & Reisinger, Yvette & Lee, Choong-Ki & Lee, Seung-Kon, 2014. "Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior," Tourism Management, Elsevier, vol. 42(C), pages 101-113.
    2. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    1. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    2. Tamara Gajić & Jovanka Popov Raljić & Ivana Blešić & Milica Aleksić & Dragan Vukolić & Marko D. Petrović & Natalia V. Yakovenko & Višnja Sikimić, 2021. "Creating Opportunities for the Development of Craft Beer Tourism in Serbia as a New Form of Sustainable Tourism," Sustainability, MDPI, vol. 13(16), pages 1-22, August.
    3. Huan Sun & Shaofeng Wu & Yanning Li & Guangquan Dai, 2019. "Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach," Sustainability, MDPI, vol. 11(15), pages 1-15, July.
    4. Woojin Lee & Haeyoon Kwon, 2021. "The Influence of Personal Involvement on Festival Attendees’ Revisit Intention: Food and Wine Attendees’ Perspective," Sustainability, MDPI, vol. 13(14), pages 1-17, July.

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