TOURISTS’ ATTITUDE TOWARDS DESTINATION FOOD IMAGE DETERMINANTS

Abstract

The aim of this research article is to analyze the various dimensions which impact the destination food image in the state of Odisha, India. The framework of the study espoused five independent variables – attitude, social media, local food experience, food culture and advertisement and the dependent variable – destination food image, which studied the associations between them. A sample of 270 respondents were obtained via convenient sampling method. The study applied descriptive statistics, factor analysis, correlation analysis and regression analysis to run the data by using SPSS 23.0 and to examine the relationships between the constructs. It was found that all the dimensions had a positive and significant impact on destination food image. Practical implications in food tourism, destination image & food image are discussed. Recognising the value of regional delicacies and their market would help the hospitality and tourism sector. The study's conclusions are thought to be helpful to marketers who see that travellers are becoming pickier and more demanding in their quest for distinctive experiences provided by travel locations.