Food Tourism In Odisha It S Influence On Tourists Local Food Attitude And Their Intention To Revisit

Abstract

Food consumption is an important notion in the tourism and hospitality literature. newlineAlthough its role in gaining visitors satisfactory travel experience and in affecting newlinetourists experiences of a destination is acknowledged, the impact of travelers local food newlineconsumption value on tourist behavior remains an underdeveloped topic. The purpose of newlinethis is to investigate the effect of tourists local food consumption value on their future newlinebehaviors by focusing on their destination food image and their attitudes toward local food newlinein the state of Odisha. newlineThe results emanated from the analysis of the data collected from 610 tourists newline(respondents) comprising domestic tourists/travellers from different parts of the country as newlinewell as foreign tourists/travellers from Asian and other countries visiting the state of newlineOdisha The analyses were aimed at fulfilling the following objectives: (a)To explore the newlineliterature on food tourism, theory of consumption value, tourists local food consumption newlinevalue, attitude toward local food, destination food image and behavioral intention and to newlineapply in the context of Odisha Food Tourism (b)To identify the districts in Odisha with newlinemaximum inflow of tourists and to explore their local foods (c)To examine the impact of newlinetourists local food consumption value dimensions on attitude toward local food, newlinedestination food image, and intention to revisit and recommend and (d)To suggest newlineevidence-based recommendations for local food entrepreneurs and tourism stakeholders to newlineeffectively utilize local food as a marketing tool to enhance the attractiveness of newlinedestination and encourage tourists behaviour. newlineThe results emerged from the study have been done by analyzing the data collected from newlineboth the secondary and primary sources. To test the validity and reliability of the newlinequestionnaire, the study employed Cronbach s coefficient on all constructs and newlineadditionally, a pilot study was conducted to assess the construct s validity. Based on the newlinenine constructs of study viz., Emotional Value, Health Value, Pr