Hot chili peppers, tears and sweat: How experiencing Sichuan cuisine will influence intention to visit city of origin

Abstract

This purpose of the study is to examine the relationships between food experiences, attitudes towards Sichuan cuisine, intention to revisit a restaurant, and intention to visit the city of origin (Chengdu). Results show that intellectual food experience and intention to revisit the restaurant have a significant effect on intention to visit the city of origin, whereas behavioural food experience and attitude towards food authenticity positively influenced intention to revisit the restaurant. Attitude towards food authenticity plays a vital role in the relationships between food experience, intention to revisit the restaurant, and intention to visit the city of origin.