Research On The Influence Of Food Tourism Experience Value On Behavior Intention Of Tourists

Food tourism as a branch of special interest tourism is developing rapidly.Nowadays,in addition to traditional food quality and service quality,the tourists pay more attention to consumers’ cost value,dining environment value and website function value when they enjoy food at the tourist destination.Therefore,the research takes food tourists as the exploration object,and studies the influence of experience value on tourists’ behavioral intention from the perspective of food tourists.During the research,we hand out questionnaires to the food tourists travelling in Fujian and Guangdong province.Based on vast scholars’ researches,this paper constructs a model of food tourists’ experience value and behavioral intention.Using SPSS21.0 statistical software to verify and analyze 306 collected data,the following research results are obtained:(1)Website functional value,food quality value and consumers’ cost value have significant positive effect on tourists’ repurchase intention,but dining environmental value and service value have no significant effect on it;(2)Website functional value,food quality value,dining environmental value and consumers’ cost value have significant positive effect on tourists’ recommendation intention,but service value has no significant effect on it.According to the research conclusion,the study puts forward targeted suggestions from tourism practitioners,relevant government departments and food tourists perspectives,including:(1)From tourism practitioners,food business operators should enhance the website function value to adapt to the trend of intelligent tourism development,pay attention to the improvement of food quality,establish service sense,and improve food shops constantly;(2)Travel agencies and tour guides should integrate local cultural elements in their food presentations;(3)The government should give policy support and strengthen safety and health supervision of food business operators and practitioners,in order to accelerate the food industry development of the tourist destination;(4)Tourists should choose regular food enterprises for consumption,and respect the dietary habits of the tourist destination.