A cross-cultural multilevel investigation on memorable destination local food consumption experience and food personality traits

This study examines cross-cultural memorable local food experiences as perceived by international tourists using multilevel analysis. Based on the literature review, eight hypotheses were developed. A total of 925 questionnaires were completed by US tourists who travelled to Europe or Asia. These international tourists’ food-related personality traits significantly affected memorable food experiences relating to novelty, cultural knowledge, and flavor. Food neophilia showed a positive relationship with memorable food experiences, whereas food neophobia showed a negative effect. It was found that cultural distance acts as a facilitator or an inhibitor in producing positive memorable food experiences, according to individuals’ personality traits.