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This study explores the motivational dimensions underlying food consumption in tourism, and to examine the effects of two food-related personality traits, namely food neophobia and variety-seeking, on these motivational dimensions. A tourist food consumption motivational scale was developed and seven motivational dimensions were identified: novelty and variety, authentic experience and prestige, interpersonal and culture, price/value and assurance, health concern, familiarity and eating habit, and sensory and contextual pleasure. Both food neophobia and variety-seeking were found to have significant effects on various motivational dimensions. The implications of the findings for practice and future research are discussed.
Mak et al. (Thu,) studied this question.
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