Accessibility navigation

The impact of COVID-19 on destination visit intention and local food consumption

Dedeoğlu, B. B. ORCID:, Mariani, M. ORCID:, Shi, F. ORCID: and Okumus, B. ORCID: (2022) The impact of COVID-19 on destination visit intention and local food consumption. British Food Journal, 124 (2). pp. 634-653. ISSN 0007-070X

Text - Accepted Version
· Please see our End User Agreement before downloading.


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1108/BFJ-04-2021-0421


Purpose This paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the destination of that food's origin while examining the moderating effect of risk perception associated with coronavirus disease 2019 (COVID-19). Design/methodology/approach Data were collected from two samples of potential Chinese tourists in the contexts of Italian and Thai food. Data obtained from 264 Chinese respondents for Italian food and 277 Chinese respondents for Thai food were analyzed. Partial least squares structural equation modeling was utilized to test the research model. Findings The results indicate that, while motivational factors such as cultural experience, novelty and sensory appeal influence potential Chinese tourists' intention to consume Italian food, motivational factors such as cultural experience, health concern, novelty and sensory appeal influence tourists' intention to consume Thai food. The authors found that intention to consume local food positively influences tourists' intention to visit both destinations (Italy and Thailand). Moreover, tourists' risk perceptions of COVID-19 negatively moderate the effect of cultural experience and novelty on the intention to consume Italian food. Regarding the intention to consume Thai food, the authors found that tourists' risk perceptions have a diminishing effect on all motivational factors. Originality/value This pioneering study examines the role of COVID-19-related risk perception on the relationships among motivation of local food consumption, intention of local food consumption and destination visit intention in the context of two destination countries. It reveals cross-country differences of the negative effect pertaining to the risk perceptions of COVID-19, which has important implications for international destination marketing.

Item Type:Article
Divisions:Henley Business School > Leadership, Organisations and Behaviour
ID Code:103353


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation