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The research explores how tourism image and food storytelling influence tourists' intentions via perceived value.

March 2, 2026Open Access

The Mediating Effects of Tourism Experience and Destination Perceived Value in the Relationship Between Tourism Image, Food Storytelling, Authenticity, and Tourists' Behavioral Intentions

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Examines how tourism image and food storytelling impact tourist behavior through perceived value.

The research explores how tourism image and food storytelling influence tourists' intentions via perceived value.
Data collected from tourists engaged in gastronomy tourism activities.
Analysis performed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Mediation analysis to understand the relationship dynamics.
Importance-Performance Map Analysis (IPMA) to assess predictive relevance.
Gastronomy tourism image significantly enhances tourism experience.
Tourism experience positively affects destination perceived value.
Destination perceived value fully mediates the relationship between tourism experience and behavioral intention.
Model shows strong predictive capability, particularly for tourism experience and perceived value.
Tourism experience and gastronomy tourism image identified as important constructs with moderate performance.

Chanyaphak Lalaeng, Juksana Phokeawkritsana, Athip Jansuri* (2026) studied this question.

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