The Journal of Asian Finance, Economics and Business

Korea Distribution Science Association (한국유통과학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Local Foods on Tourists' Recommendations and Revisit Intentions: The Case in Ho Chi Minh City, Vietnam

  • Received : 2019.06.04
  • Accepted : 2019.07.03
  • Published : 2019.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

The study aims to investigate the recommendation and revisit intentions of foreign tourists in Ho Chi Minh city, Vietnam through their satisfaction with local foods. The study proposed the group of five attributes for food image: taste, health concern, price, serving style, vendor/ restaurant staffs. The relationship between these attributes of food image and food satisfaction, as well as the one between food satisfaction and behavioral intentions were investigated. To ensure a high ratio of answers, a face-to-face survey was conducted in famous places at Ho Chi Minh city. Data with 210 foreign tourists. The study uses the methods of descriptive statistics, EFA, Cronbach Alpha and regression. The results showed that Five attributes of food image were chosen for the research, being taste, health concern, price, serving style and vendors/ restaurant staffs. All of these attributes showed a positive relationship with satisfaction. Among five factors, taste had the most impact on food satisfaction. Through the analysis of several attributes of food images, this study provides managerial implications for tourism marketers in researching the positive influence of food image on tourists' satisfaction which leads to their positive word-of-mouth and return to the tourism place.

Keywords

References

  1. Al-Ababneh, M. (2013). Service quality and its impact on tourist satisfaction. Interdisciplinary Journal of Contemporary Research in Business, 4(12), 164-177.
  2. Ardabili, F. S., Rasouli, E., Daryani, S. M., Molaie, M., & Sharegi, B. (2011). The role of food and culinary condition in tourism industry. Middle-East Journal of Scientific Research, 9(6), 826-833.
  3. Baker, D. A., & Crompton. J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
  4. Chi, G. Q., Chua, B. L, Othman, M., & Karim, S. A. (2013). Investigating the structural relationships between food image, food satisfaction, culinary quality and behavioral intentions: The case of Malaysia. International Journal of Hospitality & Tourism, 14, 99-120.
  5. Chi, G. Q., & Qu, H. (2008). Examining the structural relationships between destination image, tourist satisfaction and destination loyalty: An integrated approach. Journal of Tourism Management, 29(4), 624-636. https://doi.org/10.1016/j.tourman.2007.06.007
  6. Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28, 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
  7. Choi, T. Y., & Chu, R. (2001). Determination of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20(3), 277-297. https://doi.org/10.1016/S0278-4319(01)00006-8
  8. Cohen, E., & Avieli, N (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research,31(4),755-778. https://doi.org/10.1016/j.annals.2004.02.003
  9. Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of Travel & Tourism Marketing, 14(3-4), 77-96. https://doi.org/10.1300/J073v14n03_05
  10. Jaiswal, G. S., Sapra, N., Patil, J. A., & Lama, N. (2013). A study on the precursors for gastronomic satisfaction of tourists in Malaysia. Journal of Social and Development Science, 4(1), 6-15. https://doi.org/10.22610/jsds.v4i1.730
  11. Jang, S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Journal of Tourism Satisfaction, 28(2), 580-590.
  12. Johns, N., & Pine, R. (2002). Consumer behaviour in the food service industry: A review. International Journal of Hospitality Management, 21(2), 119-134. https://doi.org/10.1016/S0278-4319(02)00008-7
  13. Gagic, S., Tesanovic, D., & Jovicic, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Turizam, 17(4), 166-176. https://doi.org/10.5937/Turizam1304166G
  14. Kim, H. J., Lee, C. K., Kim, M. J. & Ryu, K. (2011). Restaurant healthy food quality, perceived value and revisit intentions: Testing a moderating role of green customers in South Korea. International CHRIE Conference, July 2011. Denver, Colorado, USA.
  15. Kim, Y. G., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28, 423-431. https://doi.org/10.1016/j.ijhm.2008.11.005
  16. Kim, Y. G., & Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33(12), 1458-1467. https://doi.org/10.1016/j.tourman.2012.01.015
  17. Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984
  18. Kozak, M. (2001). Repeaters' behavior at two distinct destinations. Annals of Tourism Research, 28(3), 784-807. https://doi.org/10.1016/S0160-7383(00)00078-5
  19. Lertputtarak, S. (2012). The relationship between Destination image, Food image, and Revisiting Pattaya, Thailand. International Journal of Business and Management, 7(5), 111-123. https://doi.org/10.5539/ijbm.v7n5p111
  20. Ilbery, B., Saxena, G., & Kneafsey, M. (2007). Exploring tourists and gatekeepers' attitudes towards integrated rural tourism in the England-Wales border region. Tourism Geographies, 9(4), 441-468. https://doi.org/10.1080/14616680701647667
  21. Mak, A. H. N., Lumbers, M., & Eves, A. (2012). Globalization and food consumption in tourism. Annals of Tourism Research, 39(1), 171-196. https://doi.org/10.1016/j.annals.2011.05.010
  22. Mitchell, R.D., & Hall, C. M. (2006). Wine tourism research: The state of play. Tourism Review International, 9(4), 307-332. https://doi.org/10.3727/154427206776330535
  23. Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31(3), 387-410. https://doi.org/10.1177/1096348007299924
  24. Nummedal, M., & Hall, C. M. (2006). Local food in tourism: An investigation of the New Zealand South Island's bed and breakfast sector's use and perception of local food. Tourism Review International, 9(4), 365-378. https://doi.org/10.3727/154427206776330571
  25. Okumus, B. F., & McKercher, B. (2007). Incorporated local and international cuisines in the marketing of tourism destinations: The case of Hong Kong and Turkey. Journal of Tourism Management, 28(1), 253-261. https://doi.org/10.1016/j.tourman.2005.12.020
  26. Rahman, A., Kalam, A., Rahman, M., & Abdullah, A. (2012). The influence of service quality and price on customer satisfaction: An empirical study on restaurant service in Khulna division. Research Journal of Finance and Accounting, 3(5), 25-34.
  27. Ryu, K., & Jang, S. C. (2006). Intention to experience local cuisine in a travel destination: The modified theory of a reasoned action. Journal of Hospitality and Tourism Research, 30(4), 507-516. https://doi.org/10.1177/1096348006287163
  28. Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M.A (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(6), 394-409. https://doi.org/10.1016/j.tourman.2004.11.007
  29. Sims, R. (2009). Food, place and authenticity: local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321-336. https://doi.org/10.1080/09669580802359293
  30. Steptoe, A., Pollard, T. M., & Wardle, J. (1995)., Development of a measure of the motives underlying the selection of food: The food choice questionnaire. Appetite, 25, 267-284. https://doi.org/10.1006/appe.1995.0061
  31. Tan, Q., Oriade, A., & Fallon, P. (2014). Service quality and customer satisfation in Chinese fast food sector: A proposal for CFFRSERV. An International Journal of Akdemiz University Tourism Faculty, 2(1), 30-53.
  32. World Tourism Organization (2012). Global Report on Food Tourism. Retrieved from http://cf.cdn.unwto.org/sites/all/files/pdf/food_tourism_ok.pdf
  33. Yoon, Y., & Uysal, M. (2005). An examination of the effect of motivation and satisfaction on destination loyalty: A structural model. Journal of Tourism Management, 26(5), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
  34. Zainal, A., Zali, A. N., & Kassim, M. N. (2010), Malaysian gastronomy routes as a tourist destination. Journal of Tourism, Hospitality and Culinary Arts, 2, 15-24.
  35. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929

Cited by

  1. The Effect of Service Attributes in Korean Marine Transportation Services vol.17, pp.12, 2019, https://doi.org/10.15722/jds.17.12.201912.43
  2. The Perceived-experiential Value and Service Quality of Auto Maintenance and Repair Service vol.18, pp.1, 2020, https://doi.org/10.15722/jds.18.1.202001.59
  3. Factors That Influence the Intentions to Revisit Korea of Vietnamese Tourists vol.7, pp.4, 2019, https://doi.org/10.13106/jafeb.2020.vol7.no4.247
  4. Factors Influencing Balanced Scorecard Application in Evaluating the Performance of Tourist Firms vol.7, pp.5, 2020, https://doi.org/10.13106/jafeb.2020.vol7.no5.217
  5. The Hedonic Method in Evaluating Apartment Price: A Case of Ho Chi Minh City, Vietnam vol.7, pp.6, 2019, https://doi.org/10.13106/jafeb.2020.vol7.no6.517
  6. How sWOM Contribution Motivations Vary by Cosmetics and Restaurants in Vietnam vol.7, pp.10, 2019, https://doi.org/10.13106/jafeb.2020.vol7.no10.885
  7. Risk Factors Affecting Equipment Management in Construction Firms vol.7, pp.11, 2019, https://doi.org/10.13106/jafeb.2020.vol7.no11.347
  8. Critical Factors Influencing Revisit Intention of Large Restaurant Chains in Myanmar vol.18, pp.12, 2020, https://doi.org/10.15722/jds.18.12.202012.31
  9. The Effects of Sensory Attributes of Food on Consumer Preference vol.8, pp.3, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no3.1303