Perceptions of Benefits and Challenges of Purchasing Local Foods Among Hotel Industry Decision Makers

The purpose of this study was to use the theory of planned behavior to explore hotel industry decision makers’ perceptions of benefits and challenges of purchasing locally produced foods in a Midwestern state. Using interviews and questionnaires, this study showed that perceived behavior control influenced decision makers’ behavioral intention, while attitudes and subjective norms did not. Purchasing local foods was perceived as beneficial, but decision makers experienced challenges with purchasing. This study provides local food producers with insights into the needs of the hotel industry and addressing those needs will open a new market for local food producers.