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Destination food image and intention to eat destination foods: a view from Korea

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  • Sunhee Seo
  • Nara Yun
  • Og Yeon Kim

Abstract

Food image has begun to influence tourist behaviour, so understanding the food image of a destination is important. This study examined the relationships among destination food image, preference, and intention to eat destination foods. A total of 357 tourists in Korea participated in this study. The results of structural equation modelling confirmed empirically that image affected behavioural intention as it applied to food. Cognitive image had a stronger influence than affective image on preferences for destination foods and intention to eat destination foods. In addition, preference for destination foods predicted intention to eat destination foods. This study indicates that the cognitive image of destination foods should be identified and that image strengthened to increase tourists' intentions to eat destination foods. Marketing strategies should appeal to both authenticity and the unique cognitive image of destination foods as well as encourage tourists to experience destination foods and gain internal information.

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  • Sunhee Seo & Nara Yun & Og Yeon Kim, 2017. "Destination food image and intention to eat destination foods: a view from Korea," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(2), pages 135-156, January.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:2:p:135-156
    DOI: 10.1080/13683500.2014.934210
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    Cited by:

    1. Siddiqui, Mujahid & Chakraborty, Debarun & Siddiqui, Aaliyah, 2023. "Consumers buying behaviour towards agri-food products: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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