The Effect of Food Tourism Behavior on Food Festival Visitor’s Revisit Intention

Meehyang Chang, Jung-Hoon Kim and Daecheol Kim
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Meehyang Chang: Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Jung-Hoon Kim: School of Business, Hanyang University, Seoul 04763, Korea
Daecheol Kim: School of Business, Hanyang University, Seoul 04763, Korea

Sustainability, 2018, vol. 10, issue 10, 1-15

Abstract: In this paper, the effects of novelty-seeking and food involvement on food tourism behavior and the effect of food tourism behavior on intention to revisit the Jeonju Bibimbab Food Festival are studied. Additionally, the effects of attitude, anticipated emotions, perceived behavioral control, and subjective norms on intention to revisit through desire are identified. Three hundred and forty questionnaires are used for the study. These are analyzed with partial least squares structural equation model (PLS-SEM) using SmartPLS 2.0. The results show that two variables of novelty-seeking and food involvement have positive effects on food tourism behavior. It is also found that the effect of food involvement is higher on the food tourism behavior than that of novelty-seeking. This is because survey respondents are mostly domestic visitors, and for them, Bibimbab itself is familiar. In addition, the food tourism behavior has a significant effect on the intention to revisit the Jeonju Bibimbab festival. It implies that people who like to travel to enjoy food are also interested in the food festival.

Keywords: food involvement; novelty-seeking; Jeonju Bibimbab; food festival; food tourism behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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