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This study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.

A total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.

Image and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.

This study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

The purpose of this study is to develop a measurement scale to explain how international tourists, as consumers at destination restaurants, evaluate their dining experiences.

The measurement scale was developed using a three-stage process: initial item generation, scale development and scale evaluation. A total of 369 self-administered questionnaires validated the developed scale.

The results showed five dimensions of value of destination restaurant services: service quality value, authentic experience value, emotional experience value, social value and utility value. The scale, comprising 40 items, was reliable and valid for assessing the value of destination restaurant services.

This scale revealed new items that help explain the value of various destination restaurant services among international tourists. The developed scale could be used to extend the research model with antecedents of value and consequences of value for destination restaurant services.

Considering the popularity of food tourism among international tourists, the developed scale should be useful in assessing how tourists value destination restaurant services, thereby helping restaurant managers create effective marketing strategies.

This study contributes with a new, reliable and valid measurement scale that was specifically developed to address the unique value of destination restaurant services.