The Role of Locavorism in Shaping Gastronomic Destination Image and Revisit Intention: The Moderating Effect of Nostalgic Emotion

Abstract

The study "The Role of Locavorism in Shaping Gastronomic Destination Image and Revisit Intention: The Moderating Effect of Nostalgic Emotion"“aims to analyze the impact”of locavorism on the authenticity of food and atmosphere, while also“exploring the”moderating“role of nostalgia in shaping the image of”gastronomy destinations and tourists' revisit intentions. The research framework is built on the Cognitive-Affective-Conative Action theory (Oliver, 1997), combined with data from secondary sources and quantitative analysis methods. The research model includes the variables of Locavorism, Food Authenticity, Atmosphere Authenticity, Nostalgic Emotion, Gastronomy Destination Image, and Revisit Intention. The survey subjects are tourists who have visited famous culinary destinations in Vietnam, particularly focusing on localities such as Hanoi, Hoi An, Hue, Quy Nhon, and“Ho Chi Minh City. The data was collected through an online questionnaire via Google Forms,”with 667 valid responses. Data analysis was conducted using SmartPLS 4.1.0.0 software to examine reliability, validity, and the relationships between factors. The“research results indicate that locavorism has a strong influence on”the authenticity of food and atmosphere. At the same time, nostalgic emotions play an important moderating role, creating a connection between these factors. Furthermore, the positive image of gastronomy destinations is strongly influenced by the above factors and closely relates to tourists' intention to return. Based on these findings, the study provides practical recommendations to help tourism managers and enterprises optimize the value of cuisine and culture while also leveraging emotional factors to create authentic and memorable travel experiences, thereby encouraging tourists' intention to return. The study also emphasizes the role of locavorism in attracting and satisfying tourists through travel experiences rich in local authenticity. The highlight of“the study is the focus on the impacts from the dimensions of locavorism, providing valuable insights into how these factors affect the destination's image and tourists' intention to return