Purpose

The primary purpose of this study is to reveal how the local food consumption intentions of international tourists are influenced by core variables of the theory of planned behavior (TPB). The secondary purpose is to explore the moderating role of responsible tourist behavior in these relationships.

Design/methodology/approach

The present research was conducted on international tourists visiting Antalya, Turkey. The research data, collected from a total of 457 respondents, were tested and analyzed via partial least squares-structural equation modeling (PLS-SEM).

Findings

Attitudes toward local food and perceived behavioral control have a positive and significant impact on local food consumption intention. Also, responsible tourist behavior has a moderating effect on both the relationship between attitude toward local food and local food consumption intention and the relationship between subjective norms and local food consumption intention.

Practical implications

In their advertising campaigns, destination management organizations (DMOs) and local restaurants should prepare more sentimental advertising content by further focusing on nonrenewable limited resources of the destination and addressing tourists’ role in consuming the limited resources in question. Thus, tourists’ sense of responsibility toward destinations may be increased, possibly stimulating enhancement in their local food consumption intentions.

Originality/value

This study explores the role of responsible tourist behavior in the construct of local food consumption through the lens of TPB. Said construct was included in the local food consumption intention model. This endeavor has paved the way for unraveling the interaction between responsible tourist behavior, attitudes and subjective norms, all of which are fundamental elements of the TPB toward increasing local food consumption intentions. This constitutes a remarkable contribution in understanding the local food consumption behavior of tourists. Moreover, because local food will be consumed in local restaurants located in the destinations, understanding the local food consumption intentions of tourists will enable local restaurants to develop innovative products by focusing on local food.

中文翻译：

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游客负责任的行为是否塑造了他们当地的食品消费意愿？计划行为理论的检验

目的

本研究的主要目的是揭示国际游客的当地食品消费意愿如何受到计划行为理论（TPB）核心变量的影响。第二个目的是探索负责任的游客行为在这些关系中的调节作用。

设计/方法/方法

目前的研究是针对访问土耳其安塔利亚的国际游客进行的。从总共 457 名受访者中收集的研究数据通过偏最小二乘结构方程模型 (PLS-SEM) 进行了测试和分析。

发现

对当地食物的态度和感知行为控制对当地食物消费意愿有显着的正向影响。此外，负责任的游客行为对当地食物态度与当地食物消费意愿之间的关系以及主观规范与当地食物消费意愿之间的关系都有调节作用。

实际影响

在他们的广告活动中，目的地管理组织 (DMO) 和当地餐馆应通过进一步关注目的地不可再生的有限资源并解决游客在消耗相关有限资源中的作用，准备更多感性的广告内容。因此，游客对目的地的责任感可能会增加，可能会刺激他们当地食品消费意愿的增强。

原创性/价值

本研究通过 TPB 的视角探讨负责任的游客行为在构建当地食品消费中的作用。所述结构包含在当地食品消费意向模型中。这项努力为揭示负责任的游客行为、态度和主观规范之间的相互作用铺平了道路，所有这些都是 TPB 提高当地食品消费意愿的基本要素。这对了解当地游客的食品消费行为有着显着的贡献。此外，由于当地美食将在目的地的当地餐馆消费，了解游客当地的食品消费意图将使当地餐馆能够通过专注于当地美食来开发创新产品。