Does a healthy diet travel? Motivations, satisfaction and loyalty with plant-based food dining at destinations

Abstract

Purpose

The research objectives were to: (1) examine the relationship among motivations, satisfaction and loyalty with plant-based food dining at destinations; (2) determine if and how the attractiveness of eating plant-based foods moderates satisfaction and loyalty; and (3) investigate potential differences in visitor background information and consumption characteristics.

Design/methodology/approach

A survey was conducted at tourist attractions in southern Taiwan and 274 valid questionnaires were obtained. The relationships among motivations, satisfaction and loyalty were investigated when eating plant-based foods during travel. The moderating effects of food attractiveness on motivations and satisfaction/loyalty were measured.

Findings

The results indicated a positive relationship between motivations and satisfaction/loyalty in plant-based food dining. Motivations for plant-based food dining were comprised of four domains (physical, cultural, interpersonal and prestige) and satisfaction and loyalty had three (overall satisfaction, intention to revisit and intention to recommend).

Research limitations/implications

The major implications were that motivations had a significant effect on satisfaction and loyalty; food attractiveness did not moderate the effect of motivations on satisfaction/loyalty; and background characteristics influenced satisfaction and loyalty.

Practical implications

Marketers and strategic planners for plant-based restaurants or those with plant-based meal options must make a greater effort to understand the distinctive demographic and dietary characteristics of the people who comprise the core of this market.

Originality/value

This research adds to the very limited literature on plant-based and vegetarian dining in tourism destinations. Furthermore, it tests, partially validates and expands a model by Kim et al. (2009) for consuming local food while traveling. The findings also complement the considerable evidence linking motivations to satisfaction and loyalty when dining.

Citation

Chang, J., Morrison, A.M., Chen, Y.-L., Chang, T.-Y. and Chen, D.Z.-Y. (2021), "Does a healthy diet travel? Motivations, satisfaction and loyalty with plant-based food dining at destinations", British Food Journal, Vol. 123 No. 12, pp. 4155-4174. https://doi.org/10.1108/BFJ-12-2020-1121