Journal
TOURISM MANAGEMENT
Volume 90, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2021.104479
Keywords
Local food consumption; Loss aversion; Familiarity; Food neophobia
Funding
- Postgraduate Research Project of the Ministry of Culture and Tourism of the People?s Republic of China [WLRCY 2019-004]
- Economic and Social Research Council [ES/R005303/1]
- National Natural Science Foundation of China [41901164, 42071174]
- ESRC [ES/R005303/1] Funding Source: UKRI
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This study clarifies the contradictory nature of familiarity in local food consumption and examines the role of loss aversion in the link between familiarity and local food consumption. It finds that tourists with low familiarity of local foods show higher levels of loss aversion, motivating them to consume local food. Food neophobia moderates this relationship.
The contradictory nature of familiarity in local food consumption needs to be clarified in food tourism literature. This research draws upon the loss aversion principle and examines how loss aversion-the degree to which a sense of loss accompanies not being able to eat local foods at tourist destinations-plays a role in the link between familiarity and local food consumption. We propose the notion that tourists with low familiarity with local foods show higher levels of loss aversion, which in turn motivates them to consume local food. Importantly, food neophobia moderates this relationship. For tourists with low food neophobic tendencies, their familiarity with local foods increases their loss aversion; for those suffering from food neophobia, this effect is attenuated. The theoretical and managerial implications for better destination marketing are also discussed herein.
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