Abstract/Summary

This paper examines the factors influencing tourists’ local food consumption by focusing on the effectiveness of message appeals and the role of cultural and ethical considerations. An online experimental study assessed the impact of different marketing messages on tourists' attitudes and intentions toward local food consumption. Additionally, an online survey examined the interplay between cultural and ethical factors in shaping tourists' behaviors and decisions regarding local food. The findings indicated that integrating ethical considerations enhances the effectiveness of marketing messages and strengthens the influence of cultural factors on tourists' consumption behaviors. The paper discusses the implications for responsible tourism, emphasizing the need for tourism promotion strategies to integrate local food experiences with both cultural and ethical values to encourage more sustainable travel choices.