The Influence of Food Tourism Experience on Revisit Intention: --Taking the Chengdu Jianshe Road as an Example

Wen Zhong; Dandan Kang

doi:10.54691/bcpbm.v18i.548

Authors

Wen Zhong
Dandan Kang

DOI:

https://doi.org/10.54691/bcpbm.v18i.548

Keywords:

Food travel experience, Willingness to revisit, Chengdu Jianshe Road

Abstract

With the advent of the experience economy and the change of tourists' consumption concept, tourists pay more and more attention to the experience process of tourism, and the food experience has become an important factor for many tourists to choose tourism destinations. Based on this, this paper took Chengdu Jianshe Road as an example, carried out a combined online and offline questionnaire survey on Chengdu Jianshe Road tourists, and adopted SPSS 26 software to conduct factor, correlation and regression analysis to explore the effect of food experience on land revisit intention. First, tourists' evaluation indicators of Chengdu Jianshe Road can be divided into four dimensions: food characteristics, soft and hard conditions, food culture, and price level, which are generally positive. There was no significant correlation between revisit intentions (P<0.05); in addition, through the exploration on the relationship between gourmet tourism experience and revisit intentions, it was found that food characteristics had a significant positive impact on revisit intentions (β=0.715, p < 0.01), and has the greatest influence. In theory, this paper innovatively incorporates the exploration of food tourism experience as a core variable into the study of revisit intention, and provides relevant suggestions for future food research. In practice, this research has important reference significance for the marketing and development of food tourism destinations.

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