Will diners be enticed to be travelers? The role of ethnic food consumption and its antecedents

Abstract

This study aims to investigate the ethnic food consumption intentions of potential Chinese tourists and how their intention of consuming ethnic food affects their destination preferences. In the present context, ethnic food refers to Turkish food. Research findings are based on data collected from 643 potential Chinese tourists. It is concluded that food awareness and cultural familiarity have a negative effect on food neophobia. While food involvement has a positive effect on ethnic food consumption intention, ethnic food consumption intention is influenced by cultural familiarity and food neophobia negatively. Lastly, country image plays a moderating role in the effect of ethnic food consumption on destination visit intention. Based on the research findings, specific theoretical and practical implications are discussed.