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15/11/2023
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Truong, T. L. H., & Nguyen, T. D. K. (2023). Street food experience and destination image: a study on tourist perceptions in Da Lat. Journal of International Economics and Management, 23(3), 68-88. https://doi.org/10.38203/jiem.023.3.0075
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Street food experience and destination image: a study on tourist perceptions in Da Lat
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Abstract
Culinary experiences can be seen as one of the initial impressions of a destination for tourists and a significant factor in their decision-making process. It serves as an effective marketing tool for shaping the destination’s image. This study explores the causal relationships between street food experiences, particularly those related to local culinary culture, with destination image, satisfaction, and future behavior of tourists. Data were collected using a structured questionnaire from 412 domestic tourists who had experienced street food in Da Lat, a renowned destination in Vietnam. The empirical evidence affirms that when tourists have positive street food experiences, their perception of the destination image is also positive, leading to higher satisfaction, positive word-of-mouth behavior, and a higher likelihood of returning to the destination. The results also emphasize the importance of cultural consumption value in the street food experience through distinctive characteristics. Based on these findings, the study also proposes further research directions and managerial implications for local authorities and businesses aiming to highlight the cultural and emotional aspects of street food experiences, thereby enhancing the destination image in visitors’ eyes.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Street food experience, Destination image, Local food, Tourist satisfaction, Tourist behaviors
References
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Bigne, J.E., Sanchez, M.I. and Sanchez, J. (2001), “Tourism image, evaluation variables and after purchase behaviour: inter-relationship”, Tourism Management, Vol. 22, pp. 607 - 616.
Castro, C.B., Martin Armario, E. and Ruiz, M.D. (2007), “The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behaviour”, Tourism Management, Vol. 28 No. 1, pp. 175 - 187.
Chi, C.G.-Q., Chua, B.L., Othman, M. and Karim, S.A. (2013), “Investigating the structural relationships between food image, food satisfaction, culinary quality, and behavioral intentions: the case of Malaysia”, International Journal of Hospitality & Tourism Administration, Vol. 14, pp. 99 - 120.
Crompton, J.L. (1979), “An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image”, Journal of Travel Research, Vol. 17 No. 4, pp. 18 - 23.
Echtner, C.M. and Ritchie, J.R.B. (1991), “The meaning and measurement of destination image”, Journal of Tourism Studies, Vol. 2 No. 2, pp. 2 - 12.
Echtner, C.M. and Ritchie, J.R.B. (1993), “The measurement of destination image: an empirical assessment”, Journal of Travel Research, Vol. 31 No. 4, pp. 3 - 13.
Gupta, V. and Sajnani, M. (2019), “A study on the influence of street food authenticity and degree of their variations on the tourists’ overall destination experiences”, British Food Journal, Vol. 122 No. 3, pp. 779 - 797.
Hair, J.F., Ortinau, D.J. and Harrison, D.E. (2010), Essentials of marketing research, McGraw-Hill/ Irwin, New York.
Hoang, S. and Tuckova, Z. (2021), “The impact of sensory marketing on street food for the return of international visitors: a case study in Vietnam”, Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, Vol. 29 No. 2, pp. 1 - 14.
Horng, J.S. and Tsai, C.T.S. (2010), “Government websites for promoting East Asian culinary tourism: a cross-national analysis”, Tourism Management, Vol. 31 No. 1, pp. 74 - 85.
Hsu, F.C. and Scott, N. (2020), “Food experience, place attachment, destination image and the role of food related personality traits”, Journal of Hospitality and Tourism Management, Vol. 44, pp. 79 - 87.
Jeaheng, Y., Al-Ansi, A., Chua, B.-L., Ngah, A.H., Ryu, H.B., Ariza-Montes, A. and Han, H. (2023), “Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western)”, Psychology Research and Behavior Management, Vol. 16, pp. 223 - 240.
Lavidge, R.J. and Steiner, G.A. (1961), “Evaluation of advertising effectiveness”, Journal of Marketing, Vol. 25 No. 6, pp. 59 - 62.
Lee, S., Park, H. and Ahn, Y. (2019), “The influence of tourists’ experience of quality of street foods on destination’s image, life satisfaction, and word of mouth: the moderating impact of food neophobia”, International Journal of Environmental Research and Public Health, Vol. 17 No. 1, 163.
Lin, Y.-C., Pearson, T.E. and Cai, L. (2010), “Food as a form of destination identity: a tourism destination brand perspective”, Tourism and Hospitality Research, Vol. 11 No. 1, pp. 30 - 48.
MacKay, K.J. and Fesenmaier, D.R. (1997), “Pictorial element of destination in image formation”, Annals of Tourism Research, Vol. 24 No. 3, pp. 537 - 565.
Mak, A.H.N., Lumbers, M. and Eves, A. (2012), “Globalisation and food consumption in tourism”, Annals of Tourism Research, Vol. 39 No. 1, pp. 171 - 196.
Nelson, V. (2016), “Food and image on the official visitor site of Houston, Texas”, Journal of Destination Marketing and Management, Vol. 5 No. 2, pp. 133 - 140.
Ngo, T.N.T., Tran, T.D.D., Nguyen, T.H.N. and Ho, T.L.U. (2019), “Evaluation of tourists’ satisfaction on street food in Da Lat city”, Journal of Scientific Research and Economic Development, Vol. 6, pp. 80 - 93.
Okumus, B., Koseoglu, M.A. and Ma, F. (2018), “Food and gastronomy research in tourism and hospitality: a bibliometric analysis”, International Journal of Hospitality Management, Vol. 73, pp. 64 – 74
Pham, L.L.D., Eves, A. and Wang, L.X. (2023), “Understanding tourists’ consumption emotions in street food experiences”, Journal of Hospitality and Tourism Management, Vol. 5, pp. 392 - 403.
Privitera, D. and Nesci, F.S. (2015), “Globalization vs. local. The role of street food in the urban food system”, Procedia Economics and Finance, Vol. 22, pp. 716 - 722.
Proshansky, H.M., Fabian, A.K. and Kaminoff, R. (1983), “Place-identity: physical world socialization of the self”, Journal of Environmental Psychology, Vol. 3 No. 1, pp. 57 - 83.
Quan, S. and Wang, N. (2004), “Towards a structural model of the tourist experience: an illustration from food experiences in tourism”, Tourism Management, Vol. 25 No. 3, pp. 297 - 305.
Sengel, T., Karagoz, A., Cetin, G., Dincer, F.I., Ertugral, S.M. and Balik, M. (2015), “Tourists’ approach to local food”, Procedia - Social and Behavioral Sciences, Vol. 195, pp. 429 - 437.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), Consumption values and market choices: theory and applications, South-Western Publishing Co., Cincinnati.
Sims, R. (2009), “Food, place and authenticity: local food and the sustainable tourism experience”, Journal of Sustainable Tourism, Vol. 17 No. 3, pp. 321 - 336.
Stylidis, D., Biran, A., Sit, J. and Szivas, E.M. (2014), “Residents’ support for tourism development: the role of residents’ place image and perceived tourism impacts”, Tourism Management, Vol. 45, pp. 260 - 274.
Stylos, N., Vassiliadis, C.A., Bellou, V. and Andronikidis, A. (2016), “Destination images, holistic images, and personal normative beliefs: predictors of intention to revisit a destination”, Tourism Management, Vol. 53, pp. 40 - 60.
Tabachnick, B.G. and Fidell, L.S. (2019), Using multivariate statistics, 7th Edition, Pearson, London.
Tasci, A.D.A., Gartner, W.C. and Cavusgil, S.T. (2007), “Conceptualization and operationalization of destination image”, Journal of Hospitality & Tourism Research, Vol. 31 No. 2, pp. 194 - 223.
Torres Chavarria, L.C. and Phakdee-Auksorn, P. (2017), “Understanding international tourists’ attitudes towards street food in Phuket, Thailand”, Tourism Management Perspectives, Vol. 21, pp. 66 - 73.
Tran, V.T., Nguyen, T.P.C. and Nguyen, T.T. (2018), “Factors affecting international tourists’ satisfaction of street food in Ho Chi Minh City”, External Economics Review, Vol. 111, pp. 87 - 100.
Truong, T.L.H., Lenglet, F. and Mothe, C. (2018), “Destination distinctiveness: concept, measurement, and impact on tourist satisfaction”, Journal of Destination Marketing and Management, Vol. 8, pp. 214 - 231.
Tsai, C.T.S. and Wang, Y.C. (2017), “Experiential value in branding food tourism”, Journal of Destination Marketing and Management, Vol. 6 No. 1, pp. 56 - 65.
Twigger-Ross, C.L. and Uzzell, D.L. (1996), “Place and identity processes”, Journal of Environmental Psychology, Vol. 16 No. 3, pp. 205 - 220.
Uriely, N. (2005), “The tourist experience: conceptual developments”, Annals of Tourism Research, Vol. 32 No. 1, pp. 199 - 216.
Young, J., Choe, J. and Sam, S. (2018), “Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention”, International Journal of Hospitality Management, Vol. 71, pp. 1 - 10.
Zhang, H., Wu, Y. and Buhalis, D. (2018), “A model of perceived image, memorable tourism experiences and revisit intention”, Journal of Destination Marketing & Management, Vol. 8, pp. 326 - 336.
Beerli, A. and Martín, J.D. (2004), “Factors influencing destination image”, Annals of Tourism Research, Vol. 31 No. 3, pp. 657 - 681.
Bigne, J.E., Sanchez, M.I. and Sanchez, J. (2001), “Tourism image, evaluation variables and after purchase behaviour: inter-relationship”, Tourism Management, Vol. 22, pp. 607 - 616.
Castro, C.B., Martin Armario, E. and Ruiz, M.D. (2007), “The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behaviour”, Tourism Management, Vol. 28 No. 1, pp. 175 - 187.
Chi, C.G.-Q., Chua, B.L., Othman, M. and Karim, S.A. (2013), “Investigating the structural relationships between food image, food satisfaction, culinary quality, and behavioral intentions: the case of Malaysia”, International Journal of Hospitality & Tourism Administration, Vol. 14, pp. 99 - 120.
Crompton, J.L. (1979), “An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image”, Journal of Travel Research, Vol. 17 No. 4, pp. 18 - 23.
Echtner, C.M. and Ritchie, J.R.B. (1991), “The meaning and measurement of destination image”, Journal of Tourism Studies, Vol. 2 No. 2, pp. 2 - 12.
Echtner, C.M. and Ritchie, J.R.B. (1993), “The measurement of destination image: an empirical assessment”, Journal of Travel Research, Vol. 31 No. 4, pp. 3 - 13.
Gupta, V. and Sajnani, M. (2019), “A study on the influence of street food authenticity and degree of their variations on the tourists’ overall destination experiences”, British Food Journal, Vol. 122 No. 3, pp. 779 - 797.
Hair, J.F., Ortinau, D.J. and Harrison, D.E. (2010), Essentials of marketing research, McGraw-Hill/ Irwin, New York.
Hoang, S. and Tuckova, Z. (2021), “The impact of sensory marketing on street food for the return of international visitors: a case study in Vietnam”, Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, Vol. 29 No. 2, pp. 1 - 14.
Horng, J.S. and Tsai, C.T.S. (2010), “Government websites for promoting East Asian culinary tourism: a cross-national analysis”, Tourism Management, Vol. 31 No. 1, pp. 74 - 85.
Hsu, F.C. and Scott, N. (2020), “Food experience, place attachment, destination image and the role of food related personality traits”, Journal of Hospitality and Tourism Management, Vol. 44, pp. 79 - 87.
Jeaheng, Y., Al-Ansi, A., Chua, B.-L., Ngah, A.H., Ryu, H.B., Ariza-Montes, A. and Han, H. (2023), “Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western)”, Psychology Research and Behavior Management, Vol. 16, pp. 223 - 240.
Lavidge, R.J. and Steiner, G.A. (1961), “Evaluation of advertising effectiveness”, Journal of Marketing, Vol. 25 No. 6, pp. 59 - 62.
Lee, S., Park, H. and Ahn, Y. (2019), “The influence of tourists’ experience of quality of street foods on destination’s image, life satisfaction, and word of mouth: the moderating impact of food neophobia”, International Journal of Environmental Research and Public Health, Vol. 17 No. 1, 163.
Lin, Y.-C., Pearson, T.E. and Cai, L. (2010), “Food as a form of destination identity: a tourism destination brand perspective”, Tourism and Hospitality Research, Vol. 11 No. 1, pp. 30 - 48.
MacKay, K.J. and Fesenmaier, D.R. (1997), “Pictorial element of destination in image formation”, Annals of Tourism Research, Vol. 24 No. 3, pp. 537 - 565.
Mak, A.H.N., Lumbers, M. and Eves, A. (2012), “Globalisation and food consumption in tourism”, Annals of Tourism Research, Vol. 39 No. 1, pp. 171 - 196.
Nelson, V. (2016), “Food and image on the official visitor site of Houston, Texas”, Journal of Destination Marketing and Management, Vol. 5 No. 2, pp. 133 - 140.
Ngo, T.N.T., Tran, T.D.D., Nguyen, T.H.N. and Ho, T.L.U. (2019), “Evaluation of tourists’ satisfaction on street food in Da Lat city”, Journal of Scientific Research and Economic Development, Vol. 6, pp. 80 - 93.
Okumus, B., Koseoglu, M.A. and Ma, F. (2018), “Food and gastronomy research in tourism and hospitality: a bibliometric analysis”, International Journal of Hospitality Management, Vol. 73, pp. 64 – 74
Pham, L.L.D., Eves, A. and Wang, L.X. (2023), “Understanding tourists’ consumption emotions in street food experiences”, Journal of Hospitality and Tourism Management, Vol. 5, pp. 392 - 403.
Privitera, D. and Nesci, F.S. (2015), “Globalization vs. local. The role of street food in the urban food system”, Procedia Economics and Finance, Vol. 22, pp. 716 - 722.
Proshansky, H.M., Fabian, A.K. and Kaminoff, R. (1983), “Place-identity: physical world socialization of the self”, Journal of Environmental Psychology, Vol. 3 No. 1, pp. 57 - 83.
Quan, S. and Wang, N. (2004), “Towards a structural model of the tourist experience: an illustration from food experiences in tourism”, Tourism Management, Vol. 25 No. 3, pp. 297 - 305.
Sengel, T., Karagoz, A., Cetin, G., Dincer, F.I., Ertugral, S.M. and Balik, M. (2015), “Tourists’ approach to local food”, Procedia - Social and Behavioral Sciences, Vol. 195, pp. 429 - 437.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), Consumption values and market choices: theory and applications, South-Western Publishing Co., Cincinnati.
Sims, R. (2009), “Food, place and authenticity: local food and the sustainable tourism experience”, Journal of Sustainable Tourism, Vol. 17 No. 3, pp. 321 - 336.
Stylidis, D., Biran, A., Sit, J. and Szivas, E.M. (2014), “Residents’ support for tourism development: the role of residents’ place image and perceived tourism impacts”, Tourism Management, Vol. 45, pp. 260 - 274.
Stylos, N., Vassiliadis, C.A., Bellou, V. and Andronikidis, A. (2016), “Destination images, holistic images, and personal normative beliefs: predictors of intention to revisit a destination”, Tourism Management, Vol. 53, pp. 40 - 60.
Tabachnick, B.G. and Fidell, L.S. (2019), Using multivariate statistics, 7th Edition, Pearson, London.
Tasci, A.D.A., Gartner, W.C. and Cavusgil, S.T. (2007), “Conceptualization and operationalization of destination image”, Journal of Hospitality & Tourism Research, Vol. 31 No. 2, pp. 194 - 223.
Torres Chavarria, L.C. and Phakdee-Auksorn, P. (2017), “Understanding international tourists’ attitudes towards street food in Phuket, Thailand”, Tourism Management Perspectives, Vol. 21, pp. 66 - 73.
Tran, V.T., Nguyen, T.P.C. and Nguyen, T.T. (2018), “Factors affecting international tourists’ satisfaction of street food in Ho Chi Minh City”, External Economics Review, Vol. 111, pp. 87 - 100.
Truong, T.L.H., Lenglet, F. and Mothe, C. (2018), “Destination distinctiveness: concept, measurement, and impact on tourist satisfaction”, Journal of Destination Marketing and Management, Vol. 8, pp. 214 - 231.
Tsai, C.T.S. and Wang, Y.C. (2017), “Experiential value in branding food tourism”, Journal of Destination Marketing and Management, Vol. 6 No. 1, pp. 56 - 65.
Twigger-Ross, C.L. and Uzzell, D.L. (1996), “Place and identity processes”, Journal of Environmental Psychology, Vol. 16 No. 3, pp. 205 - 220.
Uriely, N. (2005), “The tourist experience: conceptual developments”, Annals of Tourism Research, Vol. 32 No. 1, pp. 199 - 216.
Young, J., Choe, J. and Sam, S. (2018), “Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention”, International Journal of Hospitality Management, Vol. 71, pp. 1 - 10.
Zhang, H., Wu, Y. and Buhalis, D. (2018), “A model of perceived image, memorable tourism experiences and revisit intention”, Journal of Destination Marketing & Management, Vol. 8, pp. 326 - 336.