How are food value video clips effective in promoting food tourism? Generation Y versus non–Generation Y

Abstract

The purpose of this study was to identify the effects of a food tourism video clip created by a destination marketing organization (DMO) on potential tourists' perceptions of the destination's food values, familiarity with the destination's food, behavioral involvement with the destination's food, and intention to visit the destination for food tourism. A number of important findings were generated. First, of the five food values, "global food" and "attractive food" significantly influenced the respondents' familiarity with Hong Kong food. Second, for the Generation Y group, Hong Kong food values such as "global food," "attractive food," and "realistic restaurants" had strong effects on the viewers' behavioral involvement with Hong Kong food, while no such relationship was found between food value and behavioral involvement with Hong Kong food among the non-Generation Y group. Third, comparison of two generation groups showed that "realistic restaurants" had significantly more influence on behavioral involvement with Hong Kong food in the Generation Y group than in the non-Generation Y group. Overall, the results showed that the efficacy of the video clip in persuading potential tourists to visit the destination differed according to the generation.

Gastronomy experiential traits and their effects on intentions for recommendation: A fuzzy set approach

“…These four domains are consistent with those proposed in previous literature. For example, the importance of food quality is widely supported by previous studies (Horng et al, ; Jiménez‐Beltrán et al, ; Kim et al, ; Kim & Evans, 2012; Tsai, ). The significance of food uniqueness is also confirmed by the findings of previous studies (Goolaup & Mossberg, ; Guan, ; Kauppinen‐Räisänen et al, ).…”

“…A review of local food tourism literature suggests that local food attributes can be summarized as falling into the categories of food quality, tradition, uniqueness, and service quality (Chi, Chua, Othman, & Karim, ; Kim & Choe, ; Kim & Eves, ; Verbeke & Poquiviqui López, ). Previous studies have consistently shown that positive perceptions of the quality of local food positively effects future intentions (Adongo, Anuga, & Dayour, ; Chi et al, ; Horng, Liu, Chou, & Tsai, ; Jiménez‐Beltrán, López‐Guzmán, & González Santa Cruz, ; Kim, Choe, & Lee, ; Kim & Eves, ; Mynttinen, Logrén, Särkkä‐Tirkkonen, & Rautiainen, ; Stone et al, ). A study by Kim and Eves () found that the sensory appeal of local food is a significant factor leading to its consumption in tourist destinations.…”

Is perception of destination image stable or does it fluctuate? A measurement of three points in time

“…However, only a few papers have underlined the need to split the image formation process into at least three different stages (before/a priori, during/in situ, and after/a posteriori), as image is a dynamic concept, and peoples' perceptions can change over time (Gallarza et al, ; Gunn, ; Kim, Mckercher, & Lee, ; Smith et al, ). Extraneous factors or reasons can often influence a change of image perception such as watching advertising campaigns (Pan, Santos, & Kim, ; Shani, Chen, Wang, & Hua, ) or TV series/films (Kim, Kim, Agrusa, & Lee, ; Shani, Wang, Hudson, & Gil, ; Terzidou, Stylidis, & Terzidis, ), engaging with social media (Kim, Choe, & Lee, ; Pike et al, ), and attending or watching internationally significant (Gartner & Shen, ) or mega events (Kim & Morrison, ).…”

Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience

“…Local food is presented in suitable ways by restaurants so that tourists can accept local food. Accordingly, food tourists are supposed to use three types of quality attributes to judge their gastronomic experience [21,22]: Functional-food quality; humanic-service quality; and mechanical-the physical environment [23][24][25][26][27][28][29][30]. Moreover, traditional cooking needs to connect with modern consumers; therefore, quality attributes should be considered to make tourists satisfied and loyal [22].…”