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This research investigates the psychological drivers of farm-to-plate excursions, a special interest travel segment that integrates elements from gastronomic tourism and agritourism. Grounded in the model of goal-directed behavior, it proposes a framework where man–nature orientation ultimately promotes revisit intention through the mediation of attitude and desire. Across four studies (a field survey and three experiments, N = 1597), findings confirm that MNO acts as a foundational cultural antecedent that propels the critical transition from desire (motivational state) to intention (implementation plan). Theoretically, we uncover two critical boundary conditions. First, social norms interact with MNO: personal cultural values drive behavior primarily when social norms are weak, whereas strong norms override individual differences. Second, drawing on protection motivation theory, we find that positive environmental information enhances the effect of MNO by signaling response efficacy, whereas negative information does not. Practically, the findings suggest that operators should prioritize positive, empowering messaging over fear appeals and leverage cultural values to motivate foodies specifically when social consensus is low.
Li et al. (Fri,) studied this question.