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Tourist's satisfaction with local food effect behavioral intention in COVID-19 pandemic: a moderated-mediated perspective

Shafique Ur Rehman (Business Administration, ILMA University, Karachi, Pakistan)
Sarminah Samad (Department of Business Administration, Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia)
Sandeep Singh (Business Administration, School of Applied Management, Punjabi University, Patiala, India)
Muhammad Usman (Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan)

British Food Journal

ISSN: 0007-070X

Article publication date: 16 November 2021

Issue publication date: 25 August 2022

916

Abstract

Purpose

This study explored the relationship between local food consumption value and satisfaction with local food, leading to behavioral intention. Moreover, tourist's involvement is used as a mediator, and COVID-19 fear moderates between satisfaction with local food and behavioral intention.

Design/methodology/approach

Structural equation modeling (SEM) technique presents researchers with extra flexibility and better research conclusions. This study used Partial Equation Modeling SEM to test the proposed hypotheses. The convenience sampling technique was used to collect data, and 339 questionnaires were part of the final analysis.

Findings

The results reveal that local food consumption value is positively associated with local food satisfaction except for emotional value. Satisfaction on local food significantly determined tourist's involvement and behavioral intention. Tourist's involvement is positively related to behavioral intention. Despite this, COVID-19 fear significantly decreases behavioral intention. Tourist's involvement significantly mediates, and COVID-19 fear moderates between satisfaction with local food and behavioral intention significantly.

Practical implications

The results of our research will support scholars and practitioners to recognize the importance of factors that influence people's intention to eat local food. Besides, our research offers a significant policy to get maximum benefits for the tourism industry in Pakistan.

Originality/value

To the author's knowledge, our study initially incorporates a research model in the COVID-19 pandemic and covers local food consumption value, satisfaction on local food, tourist's involvement and COVID-19 fear to determine the behavioral intention of people to eat local food. Besides, consumption value theory was used to build a research framework.

Keywords

Acknowledgements

Acknowledges the funding support from ILMA University, Karachi, Pakistan.

Citation

Rehman, S.U., Samad, S., Singh, S. and Usman, M. (2022), "Tourist's satisfaction with local food effect behavioral intention in COVID-19 pandemic: a moderated-mediated perspective", British Food Journal, Vol. 124 No. 10, pp. 3133-3151. https://doi.org/10.1108/BFJ-08-2021-0869

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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