The Influence of Tourists’ Experience of Quality of Street Foods on Destination’s Image, Life Satisfaction, and Word of Mouth: The Moderating Impact of Food Neophobia

Abstract

Due to growing food-related tourism, there is increasing interest about street foods worldwide, including South Korea. Many types of food-related experiences have been considered as one of the significant elements to develop positive perceptions about a destination, and street food has been recognized as a critical clue for encouraging tourists to a destination. Previous scholars mentioned street food as a public health risk element as well as a significant factor to attract tourists’ attention. Therefore, this study aims to find out how experiential quality of street foods is related to the destination image, life satisfaction, and word of mouth as perceived by tourists in night markets of South Korea. Data was collected from 325 foreigners who visited night markets and have experienced street foods in Korea. This study demonstrates the results of the influence of quality of street foods on tourist experience, on destination image, on life satisfaction, and on word of mouth in Korea. In addition, the result shows a moderating impact of food neophobia on the formulated relationships. There are statistically significant differences between groups with high neophobia perception and low neophobia perception of street foods. Based on the results of this study, we propose not only academic implications for future studies, but also managerial implications for food enterprises and food tourism organizers related to street food.

Halal Food Performance and Its Influence on Patron Retention Process at Tourism Destination

“…The measurement items for the research factors used in this research were adopted from the existing studies [ 11 , 12 , 16 , 17 , 29 , 48 , 49 ] and adjusted to be appropriate to the current study context. All items were measured by a seven-point Likert scale.…”

“…Image has long been believed a crucial dimension when explaining patrons’ decision-making procedures and attitudes of consumption [ 17 , 18 , 39 , 40 ]. Image refers to patrons’ overall perception of a firm and its product(s) based on the relations held in their memory [ 41 ].…”

“…Scant research has unearthed the possible linkages between halal food performance and these essential concepts. Moreover, destination image is irrefutably a crucial variable, affecting the entire traveler post-purchase decision-making procedure [ 17 , 18 , 19 ]. A halal-friendly destination image is vital in Muslim traveler behaviors [ 20 ].…”

Tasty but Nasty? The Moderating Effect of Message Appeals on Food Neophilia/Neophobia as a Personality Trait: A Case Study of Pig Blood Cake and Meatballs

“…However, from the perspective of food tourism, food culture is a tourist attraction that helps tourists understand the local culture through local foods and a unique dining environment and atmosphere. For tourists, the ultimate goal of touring a place is to feel content and thus to have positive behavioural and revisit intentions in the future and even to promote the destination to other people by word of mouth [ 4 , 5 , 39 ]. Therefore, when promoting Taiwanese street food to food tourists, it is recommended that the use of rational appeal be reduced or even avoided; instead, emotional methods that emphasize pictures, stories, emotions and cultural experiences should be adopted to help foreigners reduce their fear and uncertainty regarding certain Taiwanese delicacies.…”

“…Lee et al [ 39 ] demonstrated the profound effect of food neophilia/neophobia on predicting consumers’ willingness to try unfamiliar foods. Henriques et al [ 40 ] also confirmed that food neophilia/neophobia affects consumers’ preference for novel foods and can be used to predict their acceptance of such foods.…”