Understanding tourists' perceived food consumption values: Do different cultures share similar food values?

Abstract

While food research has gained momentum over the past three decades, research examining the role of perceived food values in food experiences and behavioral intentions among different cultures is limited. Applying the theory of consumption values and structural modeling, this study examines the influence of seven different perceived food values on food experiences and behavioral intentions from a cross-cultural perspective (i.e., Eastern and Western tourists in Macao). It further examines the differences between these two distinct cultures through PLS-MGA. The study involved a convenience sampling of 501 tourists visiting Macao, a creative city of gastronomy recognized by UNESCO in 2017. The results of the PLS-SEM test show that emotional value, health value, and cultural value have a significant influence on tourists' food experience. Specifically, emotional value has a negative influence on the food experience. Moreover, the results indicate that the two different cultural groups vary in the perceived food value in the travel destination. For instance, while epistemic and cultural values shaped the positive food experience for Eastern tourists, emotional value negatively affects the food experience of Western tourists. Implications and suggestions for future research are discussed.