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The Effect of Local Foods on Tourists’ Recommendations and Revisit Intentions: The Case in Ho Chi Minh City, Vietnam KCI 등재 SCOPUS
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/378809
The study aims to investigate the recommendation and revisit intentions of foreign tourists in Ho Chi Minh city, Vietnam through their satisfaction with local foods. The study proposed the group of five attributes for food image: taste, health concern, price, serving style, vendor/ restaurant staffs. The relationship between these attributes of food image and food satisfaction, as well as the one between food satisfaction and behavioral intentions were investigated. To ensure a high ratio of answers, a face-to-face survey was conducted in famous places at Ho Chi Minh city. Data with 210 foreign tourists. The study uses the methods of descriptive statistics, EFA, Cronbach Alpha and regression. The results showed that Five attributes of food image were chosen for the research, being taste, health concern, price, serving style and vendors/ restaurant staffs. All of these attributes showed a positive relationship with satisfaction. Among five factors, taste had the most impact on food satisfaction. Through the analysis of several attributes of food images, this study provides managerial implications for tourism marketers in researching the positive influence of food image on tourists' satisfaction which leads to their positive word-of-mouth and return to the tourism place.
1. Introduction
2. Literature Review
2.1. Local Food
2.2. Food in Tourism
2.3. Food Image
2.4. Recommendations and Revisit Intentions
2.5. The Relationship between Food Image,Satisfaction, Recommendation and RevisitIntention
3. Research Methodology
3.1. Research Model
3.2. Measurement Scale
3.3. Data
4. Results
4.1. Descriptive Statistics
4.2. Cronbach’s Alpha with Scales before EFA
4.3. Exploratory Factor Analysis (EFA)
4.4. Correlation Matrix
4.5. Regression Analysis
5. Conclusions and Recommendations
References
