بررسی تاثیر ارزش های چندگانه مصرف غذاهای محلی ایران بر قصد گردشگران به بازدید مجدد و توصیه به دیگران

ارزش های مصرف چندگانه هنگام خوردن غذاهای محلی یک مقصد برای گردشگران مهم است. بررسی اثر گذاری این ارزشها روی درک و رفتار گردشگران کمک شایانی به صنعت گردشگری غذا در ایران می کند، زیرا از این طریق، می توان پاسخ های رفتاری گردشگران در آینده را کشف کرد. از این رو هدف پژوهش حاضر بررسی تاثیر ارزش های مصرف چندگانه گردشگران (ارزش کاربردی، احساسی اجتماعی و معرفتی) بر نگرش نسبت به غذاهای محلی و تصویر مقصد گردشگری غذا به عنوان عوامل موثر بر بروز پاسخ های رفتاری از جانب گردشگران در آینده (قصد توصیه غذاهای محلی به دیگران و قصد بازدید مجدد از یک مقصد برای گردشگری غذا) در چهارچوب محرک - ارگانیسم - پاسخ است. این تحقیق از نظر هدف کاربردی و از نظر روش گردآوری داده ها، توصیفی و از نوع پیمایشی است و ابزار جمع آوری اطلاعات آن پرسشنامه بوده است. جامعه آماری این پژوهش شامل کلیه گردشگرانی است که غذاهای محلی یکی از شهرهای اصفهان ،شیراز ،کرمان تبریز و رشت را خورده باشند. حداقل حجم نمونه با استفاده از نرم افزار جی پاور مشخص شد و در نهایت تعداد 400 نمونه قابل قبول جمع آوری شد. تجزیه و تحلیل داده ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم افزار pls انجام شده است. نتایج پژوهش نشان می دهد که ارزشهای مصرف چندگانه گردشگران بر نگرش نسبت به غذاهای محلی و تصویر مقصد گردشگری غذا اثر مثبت و معناداری می گذارد که باعث بروز پاسخ های رفتاری مثبتی از طرف گردشگران در آینده می شود.

Investigating the Factors Affecting the Occurrence of Tourists’ Behavioural Responses (Intention to Recommend Local Food to Others and Intention to Revisit a Destination for food Tourism) After Consuming Local Food in Iranian Cities in the Framework of SOR

IntroductionWhen eating local food in a destination, multiple consumption values tend to be important for tourists. Investigating the impact of these values ​​on the perception and behaviour of tourists helps the food tourism industry in Iran because, in this way, the behavioural responses of tourists in the future can be discovered. Accordingly, this study strived to investigate the effect of multiple consumption values ​​of tourists (functional, emotional, social and Epistemic value) on attitudes toward local food and food destination image as effective factors in the occurrence of behavioural responses by tourists in the future (Intention to recommend local food to others and intention to revisit a destination for food tourism) in the context of stimulusorganismresponse (SOR). The research is applied in terms of the purpose and is descriptive and survey in terms of the data collection method. A questionnaire was used to collect the required data. The statistical population of this study encompasses all tourists who have eaten local food in one of the five cities of Iran, including Isfahan, Shiraz, Kerman, Tabriz and Rasht. Using GPower software, 400 acceptable samples were collected. Data analysis was performed using structural equation modelling running Smart PLS 3.0 software. The results show that the​​ multiple consumption values of tourists (functional, emotional, social and epistemic value) have a positive and significant effect on attitudes toward local food and food destination image and the attitude towards local food. Furthermore, the food destination image positively and significantly impacts tourists’ behavioural intentions.IntroductionIran has a lot of local food due to climatic diversity, climate, different ethnicities and cultures. Also, the Iranian culinary school is one of the three main schools of food and the Roman and Chinese culinary schools, and Iranian food is known as the third food school in the world. Food tourism has many benefits. For example, tourism can be considered as a tool for rural development that stimulates the economy, protects existing jobs and creates employment; all of this ultimately leads to many economic benefits. Therefore, by promoting local food in Iranian cities, the necessary ground will be provided to grow food tourism in Iran. To develop food tourism, identifying how the experience of local food shapes the value of tourists ’consumption is essential to understanding tourists’ perceptions of their destination and their future behaviours. Therefore, it can be said that the effect of tourists’ consumption values when eating local food in Iranian cities on their future behavioural responses through their attitude towards local food and the image of a food tourism destination that is formed in their minds; It can be a great help to the development of food tourism in Iran. Because the positive attitude and image formed from the local food of a destination in the minds of tourists, it can lead to behaviours such as the intention to revisit the destination for food tourism and recommend local food to others in the future. Therefore, this study aims to understand the responses of tourists in the future to the development of food tourism in Iran and to explore the relationships between a series of variables in this field using the SOR framework.Materials and MethodsThis research is applied in terms of nature and purpose and descriptive and survey in the data collection method. Research data were collected through a questionnaire. The questionnaire was prepared by studying previous research and their localization and has been reviewed and approved by three professors in tourism. Cronbach’s alpha of all questions is higher than 0.7 and indicates the high reliability of the questionnaire. The study’s statistical population includes all domestic tourists who have eaten local food in one of the five cities of Isfahan, Shiraz, Kerman, Tabriz and Rasht. The