Promoting traditional local cuisines for tourists: evidence from Taiwan

Abstract

Purpose This study aims to analyze the challenges facing tourism marketing, specifically traditional local cuisines. These challenges include communication with tourists, tourists' revisit behaviors mediated by place identity and perceived interactivity with service providers. Design/methodology/approach Data were collected via random sampling in Taiwan. The model and hypothesis were tested using a structural equation modeling approach. One thousand participants were invited to respond to a questionnaire. After removing those that declined to participate or returned incomplete questionnaires, 411 valid questionnaire responses were received. Findings The findings of this study provide exciting insights into how traditional local cuisine strategies affect tourists' behavior. Governments can foster a destination image with a nostalgic aesthetic to attract more tourists. Moreover, destination marketers should provide mechanisms for instant interactions for tourists, such as mobile travel apps. Research limitations/implications This research sample focuses on promoting emotional connections between tourists and the experience of traditional local cuisines at the destination. An understanding of nostalgic cuisine could provide a better understanding of why tourists are willing to engage in unique travel experiences. Practical implications Traditional local cuisine providers should consider aesthetics, including their decoration, style, and markers. Further, it is important that service staff make tourists feel comfortable and satisfied with the traditional local cuisine experience. Originality/value This study contributes to the destination marketing of traditional local cuisines from the perspective of nostalgia. The findings of this study provide interesting insights into how traditional local cuisine strategies affect tourists' behaviors.

A trip down memory lane to travellers’ food experiences

“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0007-070X.htm involves a sensory paradigm. From a marketing perspective, it is crucial to explore the sensory impressions connected with a destination that can provide rememberable experiences, giving fruitful outcomes like positive word of mouth (Kan et al, 2021).…”

Destination image, nostalgic feeling, flow experience and agritourism: An empirical study of Yunling Tea Estate in Anxi, China

“…Other studies further support these findings, suggesting that destination image can positively influence consumers' flow experience (Kim and Hall, 2019;Chang, 2021). Akgun et al and Kan et al investigate the relationship between destination image and tourists' nostalgia (Akgun et al, 2020;Kan et al, 2021). Li (Li et al, 2021) argues that destination image, such as authentic food and atmosphere, can trigger nostalgia.…”

“…Akgun et al and Kan et al investigate the relationship between destination image and tourists’ nostalgia ( Akgun et al, 2020 ; Kan et al, 2021 ). Li ( Li et al, 2021 ) argues that destination image, such as authentic food and atmosphere, can trigger nostalgia.…”

Nostalgia in tourism: a bibliometric analysis and systematic review

“…Understanding these features enables tourism researchers and professionals to design strategies that meet the demand of tourists seeking to relive historical, cultural, or personal moments (Chen et al, 2021; Cho et al, 2021). In addition, these features can help preserve and promote cultural heritage, as well as revitalize tourism destinations that possess strong emotional and sentimental value for travelers (Kan et al, 2022). Thus, the characteristics are based on the focus of the past, preservation of authenticity, focus on emotional and sentimental, memorable, and personal experiences (Cho et al, 2020).…”