The effects of gastronomic experience, food image, and authenticity on tourists' intention to consumption of local food: Moderating effects of food neophobia

The aim of this paper is to ascertain the interrelations between gastronomic experience, food image, perceived authenticity, food neophobia, and intention of local food consumption, and to identify the moderating role of food neophobia in given relationships. The research was conducted in Cappadocia region which has natural, cultural, and historical attractions and gastronomic tourism products such as local foods and wines, gastronomy tours, cooking classes, food markets, etc. A quantitative research approach was adopted and both online and paper-and-pencil surveys conducted for data collection. Purposeful and convenience sampling methods were combined in designating the sample. Online surveys -arranged only in English via Google Forms- were sent through the Instagram application between 25 May and 8 July 2020, based on location notifications and hashtag (#), and 372 responses were received. On the other hand, the questionnaires arranged in English, Russian and Korean languages were delivered face-to-face between 11 August and 6 September 2020, from 11.00 a.m. to 20.30 p.m. in peak places frequently visited by tourists in the Cappadocia region, and 606 questionnaires were re-collected. A total of 978 questionnaires were obtained from online and face-to-face surveys. Incomplete data (57) and extreme values (268) were excluded and 653 questionnaires were accepted as admissible. Exploratory factor analysis and covariance-based hierarchical (second-order factor analysis) structural equation modeling were utilized for data analysis. The findings indicate that gastronomic experience (H3) and perceived authenticity (H6) affect the intention to consumption of local food positively; the gastronomic experience affects both the food image (H1) and the perceived authenticity (H2) positively, and the food image affects the perceived authenticity (H5) in the same direction. On the contrary, food image (H4) and food neophobia (H7) negatively affect tourists' intention to consumption of local food. Moreover, food neophobia is a moderator in the relations between gastronomic experience (H8), food image (H9), perceived authenticity (H10), and intention of local food consumption. To this end, this study contributes to the relevant literature in various ways.