Beyond local food consumption: the impact of local food consumption experience on cultural competence, eudaimonia and behavioral intention

Abstract

Purpose This paper aims to explore the relationships among local food consumption experience, cultural competence, eudaimonia, and behavioral intention. Building upon acculturation theory, need hierarchy theory and self-determination theory, the current study develops a conceptual model of local food consumption as international tourists’ acculturation process. Design/methodology/approach This study collects data from 305 Chinese outbound tourists and uses partial least squares-structural equation modeling to examine the developed model. Findings The findings reveal a significant effect of the local food consumption experience, consisting of novel, authentic, sensory and social dimensions, on cultural competence, which subsequently evokes eudaimonia and behavioral response toward local food. The mediating effect of cultural competence is also confirmed. Practical implications Destination marketers and restaurant managers should recognize local food consumption as a meaningful tool that contributes to tourists’ cultural competence and eudaimonic well-being during travel. They should strive to craft an indigenous consumption setting and provide employee training on the history and culture of local food, helping tourists understand local food customs and embrace different food cultures. Originality/value To the best of the authors’ knowledge, very few studies have attempted to examine the meaningful consequences of local food consumption through the theoretical lens of acculturation. This study dives into international tourists’ local food consumption and pioneers a conceptual model to capture how local food consumption experience provokes their eudaimonia and behavioral desires through the mechanism of cultural competence.