To Eat Or Dare Not To Eat

In recent years,the reports of tourist Seafood Restaurant slaughters have come out in an endless stream,which makes tourists who have strong desire for seafood consumption and show a negative attitude when they face the food and beverage consumption.This kind of seafood not only shows the desire to eat positively,but also reveals the psychology of fear and fear,which is essentially a manifestation of the contradictory attitude of the tourists to the seafood consumption.Therefore,from the perspective of ambivalence,this paper studies the impact mechanism of individual characteristics and ambivalent attitudes on seafood consumption intention.By retrieving the relevant literature,this study finds that there are few studies on the contradictory attitudes of tourists at home and abroad to food and beverage consumption.On the basis of this,based on the theory of consumer attitude and tourism catering at home and abroad,this paper makes a preliminary study on the influencing factors of the contradictory attitude of tourists to the seafood consumption.First,it introduces the contradictory attitude of consumers and the contradictory attitude of tourism consumption.Secondly,the empirical study and empirical research on the impact of tourists' ambivalence on seafood consumption are conducted.Finally,it is concluded that:1.there are four characteristics of tourists' ambivalent attitude towards seafood consumption:expectation and experience,perceived utility and price sensitive factors.2.demographic variables have no significant effect on consumption intention.3.the level of individual characteristic variables has a significant impact on ambivalence and consumption intention.4.ambivalent attitude is a mediator between individual characteristics and consumption intention.From the results of the empirical analysis,the expectation and experience of 1.tourists have a positive influence on the tourists' consumption intention of seafood products.The higher the seafood expectation and experience of tourists,the lower the level of the contradictory attitude in the decision-making of seafood products,the stronger the consumption intention of the corresponding seafood products,and the desire for fresh food consumption and the knowledge of knowledge.The influence of desire is the main.2.the perceived utility of tourists has a positive effect on the tourists' consumption intention of seafood products.The higher the perceived utility of seafood,the lower the level of the contradictory attitude in the decision-making of seafood products,the stronger the consumption intention of the seafood products,and the effect of the food perception and experience.3.the tourists' price sensitivity has a negative impact on the tourists' seafood consumption intention,the lower the seafood price sensitivity of the tourists,the higher thelevel of the contradictory attitude in the decision-making of the seafood products,the lower the consumption intention of the seafood products,and the optimization of the product structure and the regulation of the negative effects of the slaughters.4.the higher the ambivalent attitude of tourists is,the lower their seafood consumption intention is.Ambivalent attitude plays a mediating role in the influence of individual characteristics on consumption intention.The contradictory attitude of tourists' seafood consumption is an important factor affecting the seafood consumption of tourists.It reveals the influence of the tourists'contradictory attitude on seafood consumption on the seafood consumption intention,in order to control and reduce the contradictory attitude of tourists to the seafood consumption rationally,and to formulate appropriate marketing strategies for the seafood consumption.It provides a theoretical basis.