This manuscript investigates the moderating role of food neophobia on foreign tourists' intentions towards trying novel foods in China, framed within the Theory of Planned Behaviour (TPB). Analyzing data from 136 foreign tourists in Qingdao, the study employs structural equation modeling to reveal that while subjective norms and perceived behavioral control positively influence behavioral intentions towards novel foods, attitudes do not. Crucially, food neophobia negatively moderates the effects of subjective norms and perceived behavioral control on these intentions, indicating that the fear of unfamiliar foods can dampen tourists' willingness to engage with local cuisine. These findings highlight the complex interplay between cultural openness and food neophobia in shaping culinary tourism experiences. This research contributes to understanding how destinations can better tailor their culinary offerings to attract and satisfy foreign tourists, suggesting targeted strategies to mitigate the impacts of food neophobia.
Ali, A., Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2–17. https://doi.org/10.1108/bfj-05-2017-0278
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121–138. https://doi.org/10.13128/rea-18003
Andersson, T. D., & Mossberg, L. (2016). Travel for the sake of food. ScandinavianJournal of Hospitality and Tourism, 17(1), 44 58.https://doi.org/10.1080/15022250.2016.1261473
Akbar, A., Ali, S., Ahmad, M., Akbar, A., & Danish, M. (2019b). Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia. International Journal of Environmental Research and Public Health, 16(20), 4043. https://doi.org/10.3390/ijerph16204043
Åstr? Sm, A. N., & Rise, J. (2001). Young adults’ intention to eat healthy food: Extending the theory of planned behaviour. Psychology & Health, 16(2), 223–237. https://doi.org/10.1080/08870440108405501
Brown, L., Edwards, J. E., & Hartwell, H. (2010). A taste of the unfamiliar. Understanding the meanings attached to food by international postgraduate students in England. Appetite, 54(1), 202–207. https://doi.org/10.1016/j.appet.2009.11.001
Chang, R. C., Kivela, J., & Mak, A. H. (2010). Food preferences of Chinese tourists.Annals of Tourism Research, 37(4), 989 1011.https://doi.org/10.1016/j.annals.2010.03.007
Chang, R. K., Kivela, J., & Mak, A. H. (2010). Food preferences of Chinese tourists.Annals of Tourism Research, 37(4), 989 1011.https://doi.org/10.1016/j.annals.2010.03.007
Chen, M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008–1021.https://doi.org/10.1016/j.foodqual.2007.04.004
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007
Cohen, E., & Avieli, N. (2004). Food in tourism. Annals of Tourism Research, 31(4), 755–778. https://doi.org/10.1016/j.annals.2004.02.003
Cooke, R., Sniehotta, F., Schüz, B., 2007. Predicting binge-drinking behaviour using an extended TPB: examining the impact of anticipated regret and descriptive norms. Alcohol 42 (2), 84–91.
Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1–10.https://doi.org/10.1016/j.ijhm.2017.11.007
Choe, J. Y., & Cho, M. S. (2011). Food neophobia and willingness to trynon-traditional foods for Koreans. Food Quality and Preference, 22(7), 671–677. https://doi.org/10.1016/j.foodqual.2011.05.002
Damit, D. S. A., Harun, A., Martin, D. C., Othman, B. J., Othman, B., & Ahmad, H. (2019). What makes a non-Muslim purchase halal food in a Muslim country?An application of theory of planned behaviour. Management Science Letters, 2029–2038. https://doi.org/10.5267/j.msl.2019.7.003
Derinalp Çanakç?, S., & Birdir, K. (2019). The relation among food involvement, food variety seeking and food neophobia: A study on foreign tourists visiting Turkey. Current Issues in Tourism, 23(8), 917–928. https://doi.org/10.1080/13683500.2019.1602114
Demattè, M. L., Endrizzi, I., & Gasperi, F. (2014). Food neophobia and its relation with olfaction. Frontiers in Psychology, 5. https://doi.org/10.3389/fpsyg.2014.00127
D’Souza, C. (2022). Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour. Journal of Retailing and Consumer Services, 66, 102953. https://doi.org/10.1016/j.jretconser.2022.102953
Dolgopolova, I., Teuber, R., & Bruschi, V. M. (2015). Consumers’ perceptions of functional foods: trust and food-neophobia in a cross-cultural context.
International Journal of Consumer Studies, 39(6), 708–715. https://doi.org/10.1111/ijcs.12184
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68, 250–263. https://doi.org/10.1016/j.tourman.2018.03.025
Eagly, A. H., & Chaiken, S. (1998). Attitude structure. Handbook of Social Psychology, 269–322. http://psycnet.apa.org/record/1998-07091-007 Fieldston, S. (2020b). Selling the sights: the invention of the tourist American culture. Journal of Tourism History. https://doi.org/10.1080/1755182x.2020.1721845
Fields, K. (2003). Demand for the gastronomy tourism product: motivational factors. In Routledge eBooks (pp. 50–64). https://doi.org/10.4324/9780203218617-9
ül?ah AKKU?a , Orhan ERDEM. (2013). Food Tourists’ Intentions Within The TPB Framework (M00, M31) .Journal of Tourism and Gastronomy Studies,M00
Ham, M., Jeger, M., & Frajman Ivkovi?, A. (2015). The role of subjective norms in forming the intention to purchase green food. Economic Research-Ekonomska Istraživanja, 28(1), 738–748. https://doi.org/10.1080/1331677x.2015.1083875
Hasan, H. I., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Behavioral Control towards Organic Food Purchase Intention. Journal of Management and Business Environment, 1(2), 132. https://doi.org/10.24167/jmbe.v1i2.2260
Hsu, C. H., & Huang, S. S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390–417. doi:10.1177/ 1096348010390817
Henderson, J. C. (2009). Food tourism reviewed. British Food Journal, 111(4), 317–326. https://doi.org/10.1108/00070700910951470
Hashemi, S., Mohammed, H. J., Kiumarsi, S., Kee, D. M. H., & Anarestani, B. B. (2021). Destinations Food Image and Food Neophobia on Behavioral Intentions: Culinary Tourist Behavior in Malaysia. Journal of International Food &Amp; Agribusiness Marketing, 1–22. https://doi.org/10.1080/08974438.2021.1943101
Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia. Food Quality and Preference, 73, 266–275. https://doi.org/10.1016/j.foodqual.2018.11.001
Ji, M., Wong, I. A., Eves, A., & Scarles, C. (2016). Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57, 387–396. https://doi.org/10.1016/j.tourman.2016.06.003
Kim, Y. G., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28(3), 423–431. https://doi.org/10.1016/j.ijhm.2008.11.005
Kim, Y. G., Jang, S. Y., & Kim, A. K. (2014). Application of the theory of planned behavior to genetically modified foods: Moderating effects of food technology neophobia. Food Research International, 62, 947–954. https://doi.org/10.1016/j.foodres.2014.03.057
Kim, Y. S., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28(3), 423–431. https://doi.org/10.1016/j.ijhm.2008.11.005
Kim, Y. S., Eves, A., & Scarles, C. (2012). Empirical verification of a conceptual model of local food consumption at a tourist destination. International Journal of Hospitality Management, 33, 484–489. https://doi.org/10.1016/j.ijhm.2012.06.005
Lai, M. Y., Wang, Y., & Khoo-Lattimore, C. (2019). Do Food Image and Food Neophobia Affect Tourist Intention to Visit a Destination? The Case of Australia. Journal of Travel Research, 59(5), 928–949. https://doi.org/10.1177/0047287519867144
Lafraire, J., Rioux, C., Giboreau, A., & Picard, D. (2016). Food rejections in children: Cognitive and social/environmental factors involved in food neophobia and picky/fussy eating behavior. Appetite, 96, 347–357. https://doi.org/10.1016/j.appet.2015.09.008
Levitt, J. A., Zhang, P., DiPietro, R. B., & Meng, F. (2019). Food tourist segmentation: Attitude, behavioral intentions and travel planning behavior based on food involvement and motivation. International Journal of Hospitality &Amp; Tourism Administration, 20(2), 129–155.
Levitt, J. A., & DiPietro, R. B. (2021). Authentic Restaurants and Food Tourism: Food Tourists Versus General Tourists. Journal of Gastronomy and Tourism, 5(4), 221–236. https://doi.org/10.3727/216929721x16105303036571
McKercher, B., Okumus, F., & Okumus, B. (2008). Food Tourism as a Viable Market Segment: It’s All How You Cook the Numbers! Journal of Travel &Amp; Tourism Marketing, 25(2), 137–148. https://doi.org/10.1080/10548400802402404
Menozzi, D., Sogari, G., Veneziani, M., Simoni, E., & Mora, C. (2017). Eating novel foods: An application of the Theory of Planned Behaviour to predict the consumption of an insect-based product. Food Quality and Preference, 59, 27–34. https://doi.org/10.1016/j.foodqual.2017.02.001
Okumus, B., Xiang, Y., & Hutchinson, J. (2018). Local cuisines and destination marketing: cases of three cities in Shandong, China. Asia Pacific Journal of TourismResearch,23(6),584–599. https://doi.org/10.1080/10941665.2018.1469521
Payini, V., Ramaprasad, B. S., Mallya, J., Sanil, M., & Patwardhan, V. (2019). The relationship between food neophobia, domain-specific innovativeness, and food festival revisit intentions. British Food Journal, 122(6), 1849–1868. https://doi.org/10.1108/bfj-08-2018-0563
Qi, X., & Ploeger, A. (2019). Explaining consumers’ intentions towards purchasing green food in Qingdao, China: The amendment and extension of the theory of planned behavior. Appetite, 133, 414–422. https://doi.org/10.1016/j.appet.2018.12.004
Robinson, R. N., Getz, D., & Dolnicar, S. (2018). Food tourism subsegments: A data-driven analysis. International Journal of Tourism Research, 20(3), 367–377. https://doi.org/10.1002/jtr.2188
Shin, Y. H., & Hancer, M. (2016). The role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local food products. Journal of Foodservice Business Research, 19(4), 338–351. https://doi.org/10.1080/15378020.2016.1181506
Sun, X., Sun, W., Wang, J., Zhang, Y., & Gao, Y. (2016). Using a Grey–Markov model optimized by Cuckoo search algorithm to forecast the annual foreign tourist arrivals to China. Tourism Management, 52, 369–379. https://doi.org/10.1016/j.tourman.2015.07.005
Siegrist, M., Hartmann, C., & Keller, C. (2013). Antecedents of food neophobia and its association with eating behavior and food choices. Food Quality and Preference, 30(2), 293–298. https://doi.org/10.1016/j.foodqual.2013.06.013
Suleman, S., Sibghatullah, A., & Azam, M. A. (2021). Religiosity, halal food consumption, and physical well-being: An extension of the TPB. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1860385
Tao, Y., Liu, W., Huang, Z., & Shi, C. (2022). Thematic analysis of reviews on the air quality of tourist destinations from a sentiment analysis perspective. Tourism Management Perspectives, 42, 100969. https://doi.org/10.1016/j.tmp.2022.100969
Tsai, C., & Wang, Y. (2017). Experiential value in branding food tourism. Journal of Destination Marketing and Management, 6(1), 56–65. https://doi.org/10.1016/j.jdmm.2016.02.003
Ting, H., De Run, E. C., Cheah, J., & Chuah, F. (2016). Food neophobia and ethnic food consumption intention. British Food Journal, 118(11), 2781–2797. https://doi.org/10.1108/bfj-12-2015-0492
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542–553. https://doi.org/10.1016/j.ecolecon.2007.03.007
Vabø, M., & Hansen, H. (2016). Purchase intentions for domestic food: a moderated TPB-explanation. British Food Journal, 118(10), 2372–2387. https://doi.org/10.1108/bfj-01-2016-0044
Widarto Rachbini?2018?The Relationship of Attitude, Subjective Norm, Perceived Behavioral Control on Halal Food Purchasing Behavior In Jakarta. Journal of Business and Management, 20(2)
Wu, K., Raab, C., Chang, W., & Krishen, A. S. (2016). Understanding Chinese tourists’ food consumption in the United States. Journal of Business Research, 69(10), 4706–4713. https://doi.org/10.1016/j.jbusres.2016.04.018
Yang, H., & Zhang, K. (2021). How Resource Scarcity Influences the Preference for Counterhedonic Consumption. Journal of Consumer Research, 48(5), 904–919. https://doi.org/10.1093/jcr/ucab024
Yeoman, I., & McMahon-Beatte, U. (2016). The future of food tourism. Journal of Tourism Futures, 2(1), 95–98. https://doi.org/10.1108/jtf-12-2015-0051
Zhang, H., Jiang, Z., Gao, W., & Yang, C. (2022). Time-varying impact of economic policy uncertainty and geopolitical risk on tourist arrivals: Evidence from a developing country. Tourism Management Perspectives, 41, 100928. https://doi.org/10.1016/j.tmp.2021.100928.
Fan, L., & Singh, K. S. D. (2024). Exploring Foreign Tourists Intentions toward Novel Food in China: The Impact of Food Neophobia as a Key Moderator. International Journal of Academic Research in Business and Social Sciences, 14(10), 2222–2238.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
