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Effects of African local food consumption experiences on post-tasting behavior

Seongseop (Sam) Kim (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Frank Badu-Baiden (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Munhyang (Moon) Oh (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Jungkeun Kim (Department of Marketing, Auckland University of Technology, Auckland, New Zealand)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 31 January 2020

Issue publication date: 10 February 2020

1142

Abstract

Purpose

The purpose of this paper is to investigate the effects of experiences with local food in Ghana on satisfaction, favorability and behavioral intention.

Design/methodology/approach

Unlike previous studies that have used multiple regression analysis or structural equation modeling, this study adopts impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA). A total of 336 questionnaires were used in the data analyses.

Findings

Factor analysis generates five domains of experience of consuming local food. Socialization and boasting and experience with various menus and quality of food contribute most to explaining the three dependent variables.

Originality/value

This study has significant value because it extends the study of local food consumption experience to the understudied area of African food tourism, particularly Ghanaian food and tourists to Ghana.

Keywords

Citation

Kim, S.(S)., Badu-Baiden, F., Oh, M.(M). and Kim, J. (2020), "Effects of African local food consumption experiences on post-tasting behavior", International Journal of Contemporary Hospitality Management, Vol. 32 No. 2, pp. 625-643. https://doi.org/10.1108/IJCHM-05-2019-0428

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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