Culinary tourism without dining table: investigating tourists’ willingness to pay more for local food in alternative restaurant formats at coastal tourism destinations
Investigates the impact of food authenticity, identity, innovation, and branding on tourists’ willingness to pay more for local food.
Key Points
The study aims to explore the factors that influence tourists' willingness to pay more for local food in alternative restaurant settings at coastal destinations.
Conducted focused group discussions to generate initial measurement items.
Collected 384 usable responses for exploratory factor analysis.
Developed a second questionnaire based on EFA, collecting 388 usable responses for analysis.
Employed partial least squares structural equation modeling using Smart PLS 3.3.3.
Food authenticity, identity, innovation, and branding significantly influence visitors’ willingness to pay more for local food.
Food branding moderates the relationships between food identity, innovation, and willingness to pay.
Food branding does not moderate the relationship between food authenticity and willingness to pay.
Cite This Study
Abdulla Al-Towfiq Hasan (2026) studied this question.