Local food tourism: A comparative analysis of tourist behavior and intention between generation Z and non-generation Z

This research analyzes the factors influencing behavioral intention and satisfaction in local food tourism, with an emphasis on generational disparities between Generation Z (Gen Z) and non-Gen Z groups. Data from 509 tourists were evaluated using partial least squares–structural equation modeling and multigroup analysis. Results indicate that all constructs significantly affect behavioral intention, with subjective norms showing the most substantial impact. Behavioral intention also emerges as a significant predictor of satisfaction. The mediation analysis reveals that intention mediates the antecedent effects, while the multigroup analysis highlights generational differences, with Gen Z exhibiting stronger path coefficients from subjective norms to behavioral intention and satisfaction relative to non-Gen Z. This study highlights the importance of integrating cognitive and social factors to understand generational differences in food tourism behavior, thereby guiding the formulation of targeted strategies for the development and promotion of local food tourism.