| The experience economy and food globalization has brought opportunities and challenges to the development of food tourism.General,food is the cultural and symbolic symbol of a destination which could bring a rich sensory experience and cultural experience to visitors to meet their individualized experience demands.However,food globalization has lead to the gradual homogenization of destination food images that may be threat local food identity and food image.For this reason,heterogeneous food destination image,special local diet and food products are critical to maintain and enhance the competitiveness of the destination which could stimulate tourists’ intention to recommend and intention to revisit.Meanwhile,food consumption is a complex behaviors,food-related personality traits differences may lead to different behaviors traits of tourists,which further affect their behaviors intentions.Ultimately,clarifying food destination image and tourist behaviors intention are critical to the food tourism marketing.Little research is designed to describe the image of food destination.Few studies link food-related personality traits,food destination image,food satisfaction and behaviors intentions.In addition,previous food tourism studies are mainly concentrated in western countries.To address this gap,this study,taking Chengdu as s cash study,devote to explore the development of food tourism in Asia.First,the Citespace software was applied to systematically sort out the development process,development path and research frontier of food tourism.Then,the online reviews of Chengdu food from June 2017 to September 2018 were collected in Mafengwo website to describe the Chengdu food tourism destination image.Finally,a new multidimensional affecting factors model of food tourists’ behaviors intentions was developed.Food satisfaction was introduced as a mediator variable.After the data collection,793 questionnaires were collected and used for data analysis and model verification.This study’s results show that for Chengdu food tourists,the destination cognitive image elements could be summarized into four categories including tourism attractions,reception and experience,environmental atmosphere and infrastructure.Particularly,tourism attractions,reception and experience are the main sources of food tourists’cognitive image.In general,Chengdu food tourists express overall positive and optimistic emotions toward destination affective destination.The semantic networks of cognitive image and affective image elements has a multi-center structure which distributed into different networks around key modes.Finally,tourists express strong intention to recommend and intention to revisit which show that conative image is an extension of the cognitive image and affective image.The empirical test results illustrate that 11 out of 15 hypotheses are supported and 4 hypotheses are rejected."Food neophilic trendency" not only has a significant direct positive effect on tourists,intention to recommend,but also has an indirect impact on it through“food satisfaction".There is no significant relationship between "food neophobic trendency" with“food tourist behaviors intentions".In addition,“food destination image" significantly affect "food tourists behaviors intentions"(intention to recommend and intention to revisit),and have a significant indirect positive effect on it through“food satisfaction".Finally,“food satisfaction" significant positive affect“food tourist behaviors intentions".From a practical perspective,destination management organization(DMO)can understand tourists’ perceived destination image,tourism demand and multi-dimensional affecting factors of tourists,behaviors intentions for food tourism.This understanding allows DMO to allocate their limited resources appropriately and strategically decided on managing.Therefore,this study has positive value for promoting the development of food tourism and enhancing the competitiveness of destination. |
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