Food consumption experiences: a framework for understanding Gen-Z’s behavioural intentions on Indonesian local cuisine
DOI:
https://doi.org/10.51359/2526-7884.2024.257506Keywords:
Food consumption, Gen-Z, Destination, Indonesia, Local cuisineAbstract
This study sought to examine the food consumption experiences of local cuisine among Gen-Z tourists in Indonesia. The SEM analysis was employed to define the consumption value, experiential value, and social media influencer to attitude towards local food and food destination image which lead to behavioural intention. A total of 340 respondents were selected to get a comprehensive insight from the young-adult generation. This study found that health value, emotional value and interaction value, and social media interaction have a positive relationship to the food destination image. Meanwhile, the attitude was affected by emotional values and social media. Both food destination image and attitude have a significant impact on behavioural intention. This study contributes to gastronomic, marketing, and hospitality literature in the context of local cuisine. Moreover, practical contributions are discussed to gain focus on resource development.
References
Anderson, J., & Gerbing, D. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411.
Barnes, S., Mattsson, J., Sørensen, F., & Jensen, J. (2020). The Mediating Effect of Experiential Value on Tourist Outcomes from Encounter-Based Experiences. Journal of Travel Research, 59(2):367-380. doi:10.1177/0047287519837386.
Choe, J., & Kim, 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.
Choirisa, S., Purnamaningsih, P., & Alexandra, Y. (2020). Examining the Theory Planned Behavior to Wildlife Tourism. Culture, People and Technology: The Driving Forces for Tourism Cities - Proceedings of 8th ITSA Biennial Conference 2020, 59.
Choirisa, S., Purnamaningsih, P., & Alexandra, Y. (2021). The Effect of E-WOM on Destination Image and Attitude Towards to the Visit Intention in Komodo National Park, Indonesia. Journal of Tourism Destination and Attraction, 9(1), 49-60. https://doi.org/10.35814/tourism.v9i1.1876.
Chua, B.-L., Jin, N., Lee, S., & Goh, B. (2014). Influence of Mechanic, Functional, and Humanic Clues on Customers’ Experiential Values and Behavioral Intentions in Full-Service Restaurants. Journal of Foodservice Business Research, 17(2), 67-84, https://doi.org/10.1080/15378020.2014.902641.
Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 18(3): 249-169, https://doi.org/10.1080/15332861.2019.1595362.
Curran, R., Baxter, I., Collinson, E., Gannon, M., Lochrie, S., & Taheri, B. (2018). The traditional marketplace: serious leisure and recommending authentic travel. The Service Industries Journal, 38(15-16): 1116-1132, https://doi.org/10.1080/02642069.2018.1432603.
Dedeoğlu, B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, https://doi.org/10.1016/j.tourman.2019.103954.
Elliot, S., Papadopoulos, N., & Kim, S. (2010). An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images. Journal of Travel Research, 50(5):520-534. doi:10.1177/0047287510379161.
Gonçalves, H., Lourenço, T., & Silva, G. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69 (4); 1484-1491; https://doi.org/10.1016/j.jbusres.2015.10.129.
Ha, J., & Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13, https://doi.org/10.1016/j.ijhm.2009.03.009.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Ed. 3. London: Sage Publications, DOI: 10.1007/978-3-030-80519-7.
Hair, J., Ringle, C., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning: International Journal of Strategic Management, 46(1-2), 1–12. https://doi.org/10.1016/j.lrp.2013.01.001.
Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science volume, 40: 414–433,.
Hanifawati, T., Dewanti, V., & Saputri, G. (2019). The Role of Social Media Influencer on Brand Switching of Millenial and Gen-Z: A Study of Food and Beverage Products. Journal of Applied Management, DOI: http://dx.doi.org/10.21776/ub.jam.2019.017.04.07.
Horng, J.-S., Liu, C.-H., Chiu, H.-Y., & Tsai, C.-Y. (2012). The role of international tourist perceptions of brand equity and travel intention in culinary tourism. The Service Industries Journal, 32(16): 2607-2621, https://doi.org/10.1080/02642069.2011.594879.
Hsu, C.-L., & Chen, M.-C. (2014). Explaining consumer attitudes and purchase intentions toward organic food: Contributions from regulatory fit and consumer characteristics. Food Quality and Preference, 35: 6-14, https://doi.org/10.1016/j.foodqual.2014.01.005.
Hyun, S., Kim, W., & Lee, M. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 689-700; doi:10.1016/j.ijhm.2010.10.008.
Jin, N., Line, N., & Goh, B. (2013). Experiential Value, Relationship Quality, and Customer Loyalty in Full-Service Restaurants: The Moderating Role of Gender. Journal of Hospitality Marketing & Management, 22(7):679-700, DOI: 10.1080/19368623.2013.723799.
Kamenidou, I., Mamalis, S., Pavlidis, S., & Bara, E.-Z. (2019). Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study. Sustainability, 11(3), 837; https://doi.org/10.3390/su11030837.
Kim, J.-H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, 34-45, https://doi.org/10.1016/j.tourman.2014.02.007.
Kim, S., & Choe, J. (2019). Testing an attribute-benefit-value-intention (ABVI) model of local food consumption as perceived by foreign tourists. International Journal of Contemporary Hospitality Management, Vol. 31 No. 1, pp. 123-140. https://doi.org/10.1108/IJCHM-10-2017-0661.
Kim, S., Agrusa, J., & Chon, K. (2014). The Influence of a TV Drama on Visitors’ Perception: A Cross-Cultural Study. Journal of Travel & Tourism Marketing, 31(4): 536-562, https://doi.org/10.1080/10548408.2014.883950.
Kim, Y., & Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33(6); 1458-1467; https://doi.org/10.1016/j.tourman.2012.01.015.
Kivela, J., & Crotts, J. (2006). Tourism and Gastronomy: Gastronomy's Influence on How Tourists Experience a Destination. Journal of Hospitality and Tourism Research, 30(3):354-377; DOI: 10.1177/1096348006286797.
Kymäläinen, T., Seisto, A., & Malila, R. (2021). Generation Z Food Waste, Diet and Consumption Habits: A Finnish Social Design Study with Future Consumers. Sustainability, 13(4), 2124; https://doi.org/10.3390/su13042124.
Lai, M., Khoo-Lattimore, C., & Wang, Y. (2017). Food and cuisine image in destination branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2): DOI: 10.1177/1467358417740763.
Laing, J., Wheeler, F., Reeves, K., & Frost, W. (2014). Assessing the experiential value of heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia. Tourism Management, 40, 180-192, https://doi.org/10.1016/j.tourman.2013.06.004.
Lee, J.-S., Lee, C.-K., & Choi, Y. (2011). Examining the Role of Emotional and Functional Values in Festival Evaluation. Journal of Travel Research, 50(6):685-696. doi:10.1177/0047287510385465.
Lee, T. (2009). A Structural Model to Examine How Destination Image, Attitude, and Motivation Affect the Future Behavior of Tourists. Leisure Sciences, 31(3): 215-236, https://doi.org/10.1080/01490400902837787.
Lim, X., Radzol, A., Cheah, J.-H., & Wong, M. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2): DOI: 10.14707/ajbr.170035.
Mak, A., Lumbers, M., Eves, A., & Chang, R. (2016). The effects of food-related personality traits on tourist food consumption motivations. Asia Pacific Journal of Tourism Research, http://dx.doi.org/10.1080/10941665.2016.1175488.
Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, Vol. 11 No. 4, pp. 307-319. https://doi.org/10.1108/17473611011093934.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1): 39-56, https://doi.org/10.1016/S0022-4359(00)00045-2.
Mathwick, C., Malhotra, N., & Rigdon, E. (2002). Examining a consumption values theory approach of young tourists toward destination choice intentions. Journal of Retailing, 78(1); 51-60; https://doi.org/10.1016/S0022-4359(01)00066-5.
Mitic, S., & Vehapi, S. (2021). Food Choice Motives of Generation Z in Serbia. Economics of Agriculture, 127-140; doi:10.5937/ekoPolj2101127MUDC 641.3:581.166(497.11).
Mohamed, M., Hewedi, M., Lehto, X., & Maayouf , M. (2020). Egyptian food experience of international visitors: a multidimensional approach. International Journal of Contemporary Hospitality Management, Vol. 32 No. 8, pp. 2593-2611. https://doi.org/10.1108/IJCHM-02-2020-0136.
Moscardo, G., Murphy, L., & Bekendorf, P. (2011). Generation Y and travel futures. In I. Yeoman, C. Hsu, K. Smith, & S. Watson, Tourism and Demography (pp. 87-100). Oxford, UK: Goodfellow Publishers.
Namkung, Y., & Jang, S. (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, Vol. 44 No. 9/10, pp. 1233-1259. https://doi.org/10.1108/03090561011062826.
Okumus, B. (2020). Food tourism research: A perspective article. Tourism Review, https://doi.org/10.1108/TR-11-2019-0450.
Phau, I., Quintal, V., & Shanka, T. (2014). Examining a consumption values theory approach of young tourists toward destination choice intentions. International Journal of Culture, Tourism and Hospitality Research, Vol. 8 No. 2, pp. 125-139. https://doi.org/10.1108/IJCTHR-12-2012-0090.
Roldán, J., & Sánchez-Franco, M. (2012). Variance-Based Structural Equation Modeling: Guidelines for Using Partial Least Squares in Information Systems Research. In M. Mora, O. Gelman, A. Steenkamp, & M. Raisinghani, Research Methodologies, Innovations and Philosophies in Software Systems Engineering and Information Systems (pp. 193-221, https://doi.org/10.4018/978-1-4666-0179-6.ch010.).
Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1):73-95. doi:10.1177/1356766719858649.
Sánchez, J., Callarisa, L., Rodríguez, R., & Moliner, M. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27 (3), 394-409; https://doi.org/10.1016/j.tourman.2004.11.007.
Savelli, E., Murmura, F., Liberatore, L., Casolani, N., & Bravi, L. (2017). Food habits and attitudes towards food quality among young students. International Journal of Quality and Service Sciences, Vol. 9 No. 3/4, pp. 456-468. https://doi.org/10.1108/IJQSS-02-2017-0011.
Sheth, J., Newman, B., & Gross, B. (1991). Consumption Values and Market Choices: Theory and Applications. Journal of Marketing Research, 29(4):487-489, DOI: 10.2307/3172719.
Soltani, M., Nejad, N., Azad, F., Taheri, B., & Gannon, M. (2021). Food consumption experiences: a framework for understanding food tourists’ behavioral intentions. International Journal of Contemporary Hospitality Management, 33(1): 75-100, DOI 10.1108/IJCHM-03-2020-0206.
Sørensen, F., & Jensen, J. (2015). Value creation and knowledge development in tourism experience encounters. Tourism Management, 46, 336-346, https://doi.org/10.1016/j.tourman.2014.07.009.
Stanes, E., Klocker, N., & Gibson, C. (2015). Young adult households and domestic sustainabilities. Geoforum, 65, 46-58; https://doi.org/10.1016/j.geoforum.2015.07.007.
Su, C.-H., Tsai, C.-H., Chen, M.-H., & Lv, W. (2019). U.S. Sustainable Food Market Generation Z Consumer Segments. Sustainability, 11(13):3607; DOI: 10.3390/su11133607.
Su, C.-H., Tsai, C.-H., Chen, M.-H., & Lv, W. (2019). U.S. Sustainable Food Market Generation Z Consumer Segments. Sustainability, 11(13), 3607; https://doi.org/10.3390/su11133607.
Sweeney, J., & Soutar, G. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2); 203-220; https://doi.org/10.1016/S0022-4359(01)00041-0.
Thompson, J., Baxter, I., Curran, R., Gannon, M., Lochrie, S., & Taheri, B. (2018). Negotiation, bargaining, and discounts: generating WoM and local tourism development at the Tabriz bazaar, Iran. Current Issues in Tourism, 21(11): 1207-1214, https://doi.org/10.1080/13683500.2017.1396294.
Tian-Cole, S., Crompton, J., & Willson, V. (2002). An Empirical Investigation of the Relationships Between Service Quality, Satisfaction and Behavioral Intentions among Visitors to a Wildlife Refuge. Journal of Leisure Research, 34(1): 1-24, https://doi.org/10.1080/00222216.2002.11949957.
Torres, R. (2002). Toward a better understanding of tourism and agriculture linkages in the Yucatan: Tourist food consumption and preferences. Tourism Geographies, 4:3, 282-306; https://doi.org/10.1080/14616680210147436.
Tsai, C.-T., & Wang, Y.-C. (2016). Experiential value in branding food tourism. Journal of Destination Marketing and Management, 6(1); DOI:10.1016/j.jdmm.2016.02.003.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using Partial Least Squares. Journal of Information Technology Theory and Application, 11(2): 5-40, https://aisel.aisnet.org/jitta/vol11/iss2/2 (Accessed: 4 January 2021).
Veronica, E., & Kusdibyo, L. (2021). Understanding Value and Attitude of Generation Z on Indonesian Local Cuisine. Advances in Engineering Research: Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021), 207; DOI: 10.2991/aer.k.211106.088.
Williams, L., Vandenberg, R., & Edwards, J. (2009). Structural equation modeling in management research: A guide for improved analysis. The Academy of Management Annals, 3(1), 543–604. https://doi.org/10.1080/19416520903065683.
Williams, P., & Soutar, G. (2009). Value, Satisfaction and Behavioral Intentions Iin Adventure Tourism Context. Annals of Tourism Research, 36, 413-438; https://doi.org/10.1016/j.annals.2009.02.002.
Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7): https://doi.org/10.1080/10548408.2018.1468851.
Yalinay, O., Baxter, I., Collinson, E., Curran, R., Gannon, M., & Lochrie, S. (2018). Servicescape and shopping value: the role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar, Turkey. Journal of Travel & Tourism Marketing, 35(9): 1132-1144, https://doi.org/10.1080/10548408.2018.1475277.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 CBR - Consumer Behavior Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the authors' sole responsibility.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.
- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.
