Factors that influence Chinese outbound tourists’ intention to consume local food

Abstract

Food consumption is an essential activity for tourists. Food can be used for destination marketing to attract travellers, and is one of the main purposes of travel for Chinese tourists. This study investigates the factors that motivate Chinese tourists’ intention to consume local food during their travels. Using a quantitative study of 308 mainland Chinese tourists to Hong Kong, we find that these tourists value local and traditional food experiences. The physical surroundings and prestige of the food experience are Chinese tourists’ major concerns for dining experiences. Local food consumed at the destination is a way to escape from the routine and acquire knowledge of the local culture. The sensory appeal brought by local cuisines also motivate Chinese tourists to consume local foods. These results can assist destination marketers and local restaurateurs to increasing the attractiveness of their destinations and restaurants. 餐饮消费是游客必不可少的活动。美食可以用作目的地营销吸引旅客，是内地游客旅游的主要目的之一。本研究调查了哪些因素激发内地游客在旅游期间消费当地美食之意向。通过对308名赴香港旅游的内地游客进行定量研究，我们发现这些游客非常重视当地和传统的美食体验。物理环境和慕名美食体验是内地游客对用餐体验的主要关注。在目的地消费当地美食是摆脱日常单调和了解当地文化的一种方式。当地美食带来的感官吸引激励内地游客消费当地美食。这些结果可以帮助目的地营销者和当地餐馆老板提高目的地与餐饮之吸引力。