Relationships of Involvement, Ethnic Food Consumption, and Food Shows: An Initial Exploration

Abstract

Sales of ethnic foods continue to increase. Among the many factors leading to an increase in ethnic food consumption include more interest in television cooking shows where consumers gain knowledge about a product through media, resulting in heightened interest. Employing a revised Personal Involvement Inventory (PII) to measure involvement, this study aims to shed more light on the consumption of ethnic foods and the effects of media on that consumption. Thought this exploration the findings reveal a surprising suggestion, that ethnic food consumption is not governed by consumers involvement with the products.

The effects of tour guide performance and food involvement on food neophobia and local food consumption intention

“…This definition offers two types of involvement: situational (purchase decision involvement) and enduring (product involvement). Situational involvement is considered "the level of perceived personal importance, interest or relevance evolved by a stimulus (products, services, product categories, brand, purchase decision or advertisements) or situation-specific goals" (Burusnukul et al, 2015). In terms of situational involvement, people's interest, motivation and purchase behaviour about an object or product at a specific time are influenced by personal, physical and situational criteria (Peters, 2005).…”

“…In the tourism and travel literature, food involvement has mostly been investigated regarding participation in wine and food festivals (Brown et al, 2006;Hu, 2010;Fountain and Ryan, 2016), the intention of ethnic food consumption (Burusnukul et al, 2015), the motivation to patronise casual dining restaurants (Josiam et al, 2015), variety seeking in eating out (Beldona et al, 2010) and place attachment (Gross and Brown, 2006) issues. However, more studies are needed in the literature regarding tourists' consumption of local food and beverages at destinations (Cohen and Avieli, 2004;Kim et al, 2009).…”

“…Some others who travel for holiday or business tourism may show a more casual attitude towards local foods and beverages (Henderson, 2009). However, it is widely accepted that food involvement has a positive influence on tourists' adaptation and intention to consume local food (Burusnukul et al, 2015). Recent research has also shown that the greater tourists' food involvement, the higher their local food consumption intention (Özdemir et al, 2016).…”

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“…The power of involvement to predict and explain consumer attitudes and behaviors are largely recognized, especially in food-related activities and tourism contexts (Burusnukul et al, 2015;Caber et al, 2018;Çanakçı & Birdir, 2019;Dedeoğlu et al, 2019;Di-Clemente et al, 2019;Huang et al, 2010;Lim et al, 2020). The study of involvement in food tourism context was actually due to excitement on people's eating experience and the engagement in tasting foods is mostly prompted by the need of unique and adventurous experiences in life (Kim & Eves, 2012), which is quite relevant with personal inherent needs, values, and interests (Kiatkawsin & Han, 2019).…”

“…The importance of involvement in understanding tourists' behavior and decisionmaking processes have been well discussed. Most of studies suggested the positive link given by involvement on ethnic food consumption (Burusnukul et al, 2015), memorability and behavioral intention on food-based experiences (Di-Clemente et al, 2019), food variety seeking on foreign tourists (Çanakçı & Birdir, 2019), decision making in buying tourism products (Seabra et al, 2016), behavioral intention regarding to gastronomy online reviews (Lim et al, 2020), and ads in travel blogs (Huang et al, 2010). The negative linkage of involvement toward food consumption intention is rarely found (Caber et al, 2018).…”