Can food-based self-congruity drive tourist behavioral intentions? The moderating role of food cultural proximity

Purpose While previous research has explored how tourists’ food-related perceptions influence their attitudes and behaviors toward a destination, there is limited understanding of how their psychological perception of a destination’s food affects their behavior. This study examines the relationship between tourists’ food-based self-congruity, attitudes toward local food, destination attachment and behavioral intentions. It also investigates the moderating effect of food cultural proximity on these relationships. Design/methodology/approach Data were collected through a questionnaire completed by 369 tourists who recently experienced local cuisine during international travels. Structural equation modeling (PLS-SEM) was used to test the research model. Findings The results showed that as international tourists’ self-congruity with a destination’s cuisine increased, they developed more positive attitudes toward local food and a stronger attachment to the destination. These attitudes and attachments, in turn, positively influenced their behavioral intentions. The perceived cultural proximity of the food moderated the relationship between self-congruity and both tourist attitudes and destination attachment, with lower perceived proximity strengthening these effects. Additionally, self-congruity directly influenced behavioral intentions. Practical implications By examining tourists’ food perceptions from the lens of self-congruity, this study uncovers new ways to leverage the symbolic and psychological values of food in destination marketing. Marketers can use these insights to align local food offerings with target tourists’ identities. Originality/value This study enhances the understanding of tourists’ food-related perceptions, highlighting the significance of food-based self-congruity in shaping their attitudes and behaviors toward a destination. The findings confirm the influence of symbolic and psychological connections to food on tourists’ attitudes and behaviors.