Locavorism and gastronomic destination image: The moderating role of past experience

Abstract

This study investigates the interrelationships between locavorism, nostalgic emotions, attitudes toward local food, past experience, and their collective influence on the gastronomic destination image and revisit intentions within the realm of gastronomy tourism, focusing on Vietnam. By incorporating key constructs such as lionization, opposition, and communalization as dimensions of locavorism, the research examines how these factors shape tourists’ perceptions and behaviors. A conceptual framework, based on existing literature, was developed and validated using data gathered from 700 tourists who had participated in local culinary tourism. Statistical methods, including “Partial Least Squares Structural Equation Modeling” (PLS-SEM), were applied to examine the connections between locavorism, nostalgic emotions, attitudes towards local food, past experience, gastronomic destination image, and revisit intentions. The findings of the study indicate locavorism has a strong impact on tourists’ nostalgic feelings and attitudes towards local food. When combined with past experience, these factors contribute to enhancing gastronomy's destination image, promoting tourists’ intention to revisit. The study provides practical suggestions for destination managers and tourism stakeholders, emphasizing the important role of exploiting locavorism to create authentic and memorable tourism experiences. Focusing on local ingredients, preserving traditional cultural values, and creating deep emotional connections with tourists will help Vietnam affirm its position as a leading gastronomy destination. Simultaneously, the research also contributes to the theoretical foundation of the gastronomy travel industry by providing a detailed perspective on how locavorism and related emotional factors influence tourist loyalty and behavior.