Study and Analysis the Tourist Behaviour in Relation to Traditional Food

Haji heidary, Fahime and Bashokouh Ajirlo, Mohammad and Rahimi kolor, Hossein and Zarei, Ghasem (2017) Study and Analysis the Tourist Behaviour in Relation to Traditional Food. Masters thesis, University of Mohaghegh Ardabili.

Text (بررسی و تحلیل رفتار گردشگران در رابطه با خوراک سنتی) Fahime Haji heidary.pdf Download (907kB)

Abstract

Management of growing tourism destinations needs to identify the tourist wants and requirements. the tourist behavior comprehensive perception is one of the ways to help to decision-making in this field. Usually, behavioral patterns of tourists in tourism destinations are influenced by several factors. This study is done with aim of searching the tourist behavior in relation to the traditional food choice and achieve to a suitable pattern of management and planning of tourism destinations and products in the city of Qazvin according to “ Theory of planned behavior “ and it is tested and evaluated individual and environmental factors and food properties and the purchase intention of tourists with respect to the influencing factors on the tourists’s behavior. The results of this study are evaluated by data analysis of 391 questionnaires with using structural equation modeling analysis with PLS method, to identify the effect of individual and environmental factors and food properties. For all variables is calculated cronbach’s alpha coefficient above 83% that indicating the high reliability of the questionnaire questions. The results show that except attitude towards traditional food and appearance and taste of traditional food that have not had a significant effect on purchase intention of tourists, other variables had a significant impact. In the end, limitations and suggestions posed. Keywords: consumer behavior, traditional food, food tourists, food tourism

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