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http://dx.doi.org/10.20878/cshr.2017.23.6.008

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)
Publication Information
Culinary science and hospitality research / v.23, no.6, 2017 , pp. 70-77 More about this Journal
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
Food image; Local food; Tourist satisfaction; Destination loyalty intention; Hanoi;
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