Factors that Influence Chinese Outbound Tourists' Intention to Consume Local Food

Food consumption is an essential activity for tourists. Food can be used for destination marketing to attract travellers, and is one of the main purposes of travel for Chinese tourists. This study investigates the factors that motivate Chinese tourists' intention to consume local food during their travels. Using a quantitative study of 308 mainland Chinese tourists to Hong Kong, we find that these tourists value local and traditional food experiences. The physical surroundings and prestige of the food experience are Chinese tourists' major concerns for dining experiences. Local food consumed at the destination is a way to escape from the routine and acquire knowledge of the local culture. The sensory appeal brought by local cuisines also motivate Chinese tourists to consume local foods. These results can assist destination marketers and local restaurateurs to increasing the attractiveness of their destinations and restaurants.