Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationships among Food Image, Tourist Satisfactions and Destination Loyalty Intention: A Case of Hanoi Local Cuisine

  • Tu, Minh (Department of Tourism Management, College of Economics and Business Administration, Daegu University) ;
  • Lee, Kwang-Woo (Department of Tourism Management, College of Economics and Business Administration, Daegu University) ;
  • Park, Soo-Han (Department of Hospitality & Tourism Management, The Graduate School, Sejong University)
  • Received : 2017.08.27
  • Accepted : 2017.09.26
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine tourist satisfaction towards Hanoi local food image as well as examine the relationship between those two variables with tourist destination loyalty intention. A self-administered survey was carried out in Hanoi, Vietnam. Of the distributed 400 questionnaires, a total 393 respondents of foreign tourists were used to data analysis by a convenience sampling method. Factor analysis was performed to identify underlying dimensions of what foreign tourists expect most from Hanoi local food image. The results showed that foreign tourist perceived Hanoi local food image as, food quality, food culture, contexture features and atmospheric. The finding showed that Hanoi local food image had a direct effect on foreign tourist's satisfaction and destination loyalty intention. In addition, tourist satisfaction had a positive influence on destination loyalty intention. At last, considering the results from this study, it is suggested that it is necessary to create and maintain the identity of image by formulating appropriate strategies and it is instrumental to promote local food image based on its distinctiveness and diversity which stands for the unique native culture.

Keywords

References

  1. Ab Karim, S. & Chi, C. (2010). Culinary tourism as a destination attraction: An empirical examination of destination's food image. Journal of Hospitality Marketing & Management, 19, 531-555. https://doi.org/10.1080/19368623.2010.493064
  2. Ab Karim, M. S., Lia, C. B., Aman, R., Othman, M., & Salleh, H. (2011). Food image, satisfaction and behavioral intentions: The case of Malaysia's Portuguese cuisine. International CHRIE Conference-Refereed Track, 29 July.
  3. Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4
  4. Chang, R., Kivela, J., & Mak, A. (2011). Attributes that influence the evaluation of travel dining experience: When east meets west. Tourism Management, 32, 307-316. https://doi.org/10.1016/j.tourman.2010.02.009
  5. Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
  6. Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction, and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636. https://doi.org/10.1016/j.tourman.2007.06.007
  7. Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
  8. Gnanapala, W. K. A. (2015). Tourists perception and satisfaction: Implications for destination management. American Journal of Marketing Research, 1(1), 7-19.
  9. Giang, P. H. (2013). Examining international tourists' satisfaction with Hanoi tourism. Retreived from http://vietnamtourism.gov.vn/english/index.php/items/5847/2.
  10. Jang, S., Ha, A., & Silkes, C. A. (2009). Perceived attributes of Asian foods: From the perspective of the American customers. International Journal of Hospitality Management, 28(1), 63-70. https://doi.org/10.1016/j.ijhm.2008.03.007
  11. Ha, J. & Jang, S. C. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethic restaurant segment. International Journal of Hospitality Management, 29, 520-259. https://doi.org/10.1016/j.ijhm.2009.12.005
  12. Ha, J., & Jang, S. (2012). The effects of dining atmospherics on behavioral intentions through quality perception. Journal of Services Marketing, 6(3), 204-215.
  13. Hanoi Tourism Government (2015). Food tours offer a taste of capital cuisine beyond pho. Retrieved from http://hanoi.tourism.vn/english/index.php/item/364.
  14. Homburg, C. & Giering, A. (2001). Personal characteristics as moderators of the relationships between customer satisfaction and loyalty. An Empirical Analysis, Psychology and Marketing, 18, 43-63. https://doi.org/10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
  15. Kivela, J., & Crotts, J. (2006). Tourism and gastronomy: Gastronomy’s influence on how tourists experience a destination. Journal of Hospitality and Tourism Research, 30(3), 354-377. https://doi.org/10.1177/1096348006286797
  16. Kim, A. K., & Brown, G. (2012). Understanding the relationship between perceived travel experiences, overall satisfaction, and destination loyalty. Anatolia - An International Journal of Tourism and Hospitality Research, 23(3), 328-347.
  17. Kozak, M., Bigne, E., & Adreu, L. (2004). Satisfaction and destination loyalty: A comparison between non-repeat and repeat tourists. Journal of Quality Insurance in Hospitality and Tourism, 5(1), 43-59.
  18. Ling. L. Q., Ab. Karim, M. S, Othman, M., Adzahan, N. M., & Ramachandran, S. (2010). Relationships between Malaysia food image, tourist satisfaction and behavioral intention. World Applied Sciences Journal (Special Issue of Tourism and Hospitality), 10, 164-171.
  19. Namkung, Y., & Jang, S. C. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-410. https://doi.org/10.1177/1096348007299924
  20. Nield, K., Kozak, M., & LeGrys, G. (2000). The role of food service in tourist satisfaction. Hospitality Tourism Management, 28(4), 1115-1122.
  21. Qing-Chi, C. G., Chua, B. L., Othman, M., & Ab Karim, S. (2013). Investigating the structural relationships between food image, food satisfaction, culinary quality, and behavioral intentions: the case of Malaysia. International Journal of Hospitality & Tourism Administration, 14(2), 99-120. https://doi.org/10.1080/15256480.2013.782215
  22. Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 5(2), 297-305.
  23. Responsible Tourism for the F&B Sector in Vietnam (2013). Fact sheet 5, European Union funded Environmentally & Socially Responsible tourism (ESRT) Capacity Development Program.
  24. Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356. https://doi.org/10.1177/0047287511410321
  25. Frochot, I. V. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of Travel & Tourism Marketing, 14, 77-96. https://doi.org/10.1300/J073v14n03_05
  26. Ryu, K., & Jang, S.C. (2006). Intention to experience local cuisine in a travel destination: The modified theory of reasoned action. Journal of Hospitality and Tourism Research, 30(4), 507-516. https://doi.org/10.1177/1096348006287163
  27. Vietnam Tourism Marketing Strategy to 2020 and Action Plan (2013-2015) (2013). Executive summary, European union funded environmentally & socially responsible tourism (ESRT) capacity development program.
  28. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016