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This study evaluated the effect of Health-Oriented Local Food (HOLF) on the overall well-being of Generation Z Tourists. The theory of planned behaviour (TPB) formed the basis of the study, extending it to new dimensions of sustainability and health-oriented local food to gain insights into Generation Z tourist behaviours. Based on the extant literature, a structured questionnaire was developed and validated by industry and academic experts. A pilot study confirmed the validity and reliability of the instrument. The response rate was 48.83%, which yielded 502 valid responses. Initial screening and descriptive analyses were performed using SPSS 25, and further analysis was performed using Smart-PLS 4.0. The study concluded that the extended TPB model moderately explains Gen Z tourist behaviour. Except for perceived behavioural control, all other variables (Attitude, Subjective Norms, Health Orientation, and Sustainability) significantly and positively influenced behavioural intentions. Behavioural intention significantly influences the overall well-being of Gen Z tourists. Multi-group analysis (MGA) highlights differences among demographic groups highlighting significant differences in their behaviours. By addressing health-oriented local food and overall well-being, this study bridges the gap in the body of research and provides better insights for stakeholders and marketers to understand Generation Z tourist behaviours.
Mohanty et al. (Sun,) studied this question.