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| Author: | Kim Y. H. Kim M. Goh B. K. |
| Title: | An examination of food tourist's behavior: Using the modified theory of reasoned action |
| Journal: | Tourism Management
2011 : OCT, VOL 32:5 p. 1159-1165 |
| Index terms: | food tourism |
| Freeterms: | customer retention satisfaction perceived value future intention to revisit the modified theory of reasoned action (TRA) |
| Language: | eng |
| Abstract: | A number of studies have been conducted to study the behavior of tourists. However, there has been little research done on food tourism examining food touristÂ’s behavior. Food tourism is one of the fastest growing industries and areas of interest in the tourism industry today. The current study provides an integrated approach to understand the effect of food touristsÂ’ behavior based on perceived value and satisfaction as it relates to their intention to revisit using the modified theory of reasoned action. The function of this study was to examine the effects of perceived value on intention to revisit and satisfaction, and satisfaction on intention to revisit. The most significant contribution of this study is a theoretical understanding with empirical results using the new factors (i.e., perceived value, satisfaction, and intention to revisit) in the context of the modified TRA rather than using the original factors. The implications will be very important for food festival organizers as well as destination marketing organizations. |
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