Searching memories of pleasures in local cuisine: how nostalgia and hedonic values affect tourists' behavior at hot spring destinations?

Abstract

Purpose

Historically, hot springs have been regarded as hedonic and foodie destinations, yet the antecedents that affect tourists' intentions for local cuisine in hot springs remain unexplored. The present study aims to address this knowledge gap by considering the role of nostalgia and hedonic values in tourist food consumption.

Design/methodology/approach

Data were collected from 315 domestic tourists by intercept surveys conducted in the Beitou Hot Spring, Taiwan. Covariance-based structural equation modeling (SEM) and bootstrapping were used to test the hypotheses as well as mediating effects.

Findings

Nostalgia positively influences hedonic values, which affect tourists' intentions for local food consumption. Unexpectedly, nostalgia does not directly influence tourists' preferences due to complete mediation through hedonic values.

Research limitations/implications

Given a growing number of young consumers visiting hot springs, hedonic experience is essential and more effective for pulling visitors and stimulating local food consumption than nostalgia vibes are. Cross-cultural samples and qualitative research are suggested for future studies.

Originality/value

The study demonstrates different levels of nostalgia in different ages. It highlights the mediating role of hedonic values between nostalgia and tourists' intentions for local cuisine in the hot spring destinations, which has been overlooked in previous studies. Originality is also established by simultaneously investigating hedonic values and behavioral intentions within the context of food tourism.

Citation

Chang, J., Lin, S.H.-H. and Wu, L.-S. (2022), "Searching memories of pleasures in local cuisine: how nostalgia and hedonic values affect tourists' behavior at hot spring destinations?", British Food Journal, Vol. 124 No. 2, pp. 493-513. https://doi.org/10.1108/BFJ-04-2021-0387