Özet:
Abstract
Purpose – This paper aims to investigate the relationships between motivation and intention to consume local
food and between intention to consume local food and intention to visit the destination of that food’s origin
while examining the moderating effect of risk perception associated with coronavirus disease 2019 (COVID-19).
Design/methodology/approach – Data were collected from two samples of potential Chinese tourists in the
contexts of Italian and Thai food. Data obtained from 264 Chinese respondents for Italian food and 277 Chinese
respondents for Thai food were analyzed. Partial least squares structural equation modeling was utilized to test
the research model.
Findings – The results indicate that, while motivational factors such as cultural experience, novelty and
sensory appeal influence potential Chinese tourists’ intention to consume Italian food, motivational factors such
as cultural experience, health concern, novelty and sensory appeal influence tourists’ intention to consume Thai
food. The authors found that intention to consume local food positively influences tourists’ intention to visit
both destinations (Italy and Thailand). Moreover, tourists’ risk perceptions of COVID-19 negatively moderate
the effect of cultural experience and novelty on the intention to consume Italian food. Regarding the intention to
consume Thai food, the authors found that tourists’ risk perceptions have a diminishing effect on all
motivational factors.
Originality/value – This pioneering study examines the role of COVID-19-related risk perception on the
relationships among motivation of local food consumption, intention of local food consumption and destination
visit intention in the context of two destination countries. It reveals cross-country differences of the negative
effect pertaining to the risk perceptions of COVID-19, which has important implications for international
destination marketing.
Keywords COVID-19, Local food