Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour
The investigation aims to explore the food choice behavior of tourists concerning traditional Kashmiri food. The Extended Theory of Planned Behaviour (ETPB) has been applied that explains human behavior from the perspective of the attitude-behavior-experience relationship. An instrument was develope...
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Taylor & Francis Group
2024-12-01
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| 叢編: | Cogent Social Sciences |
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| 在線閱讀: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2298893 |
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| _version_ | 1839645479425540096 |
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| author | Ramjit Singh Mudasir Ahmad Mir Adil Amin Nazki |
| author_facet | Ramjit Singh Mudasir Ahmad Mir Adil Amin Nazki |
| author_sort | Ramjit Singh |
| collection | DOAJ |
| description | The investigation aims to explore the food choice behavior of tourists concerning traditional Kashmiri food. The Extended Theory of Planned Behaviour (ETPB) has been applied that explains human behavior from the perspective of the attitude-behavior-experience relationship. An instrument was developed based on previous literature and was tested for a pilot study to check its validity and reliability. A descriptive research design and a positivist approach were applied to the present investigation. A sample of 387 valid questionnaires was analyzed for the present study. The purposive sampling technique was used to collect the data from tourists consuming traditional Kashmiri traditional food. Collected data was analyzed through SPSS-20 and Smart-PLS 4.0 software. The investigation results revealed that the Extended Theory of Planned Behaviour provided feasible explanations for tourists’ traditional food consumption behavior. Except for the Esthetic Experience, all other variables (i.e. Attitude, Curiosity, Education, Perceived Behavioural Control, Perceived Usefulness, and Subjective norms) have a significant positive relation with Behavioural Intention, and Behavioural Intention has a significant positive association with Actual Behaviour. Given the lack of research examining tourist food consumption, this study provided evidence that one of the effective ways to understand tourists’ traditional food buying behavior is from the perspectives of both attitude-behavior relationships and experience. |
| format | Article |
| id | doaj-art-f8564ca993f1421db4eaf0dc48a8eaeb |
| institution | Matheson Library |
| issn | 2331-1886 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-f8564ca993f1421db4eaf0dc48a8eaeb2025-07-01T17:21:04ZengTaylor & Francis GroupCogent Social Sciences2331-18862024-12-0110110.1080/23311886.2023.2298893Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned BehaviourRamjit Singh0Mudasir Ahmad Mir1Adil Amin Nazki2Department of Tourism Studies, Central University of Kashmir, Ganderbal, Jammu & KashmirDepartment of Tourism Hospitality & Leisure Studies, University of Kashmir, Srinagar, Jammu and KashmirDepartment of Tourism Studies, Central University of Kashmir, Ganderbal, Jammu & KashmirThe investigation aims to explore the food choice behavior of tourists concerning traditional Kashmiri food. The Extended Theory of Planned Behaviour (ETPB) has been applied that explains human behavior from the perspective of the attitude-behavior-experience relationship. An instrument was developed based on previous literature and was tested for a pilot study to check its validity and reliability. A descriptive research design and a positivist approach were applied to the present investigation. A sample of 387 valid questionnaires was analyzed for the present study. The purposive sampling technique was used to collect the data from tourists consuming traditional Kashmiri traditional food. Collected data was analyzed through SPSS-20 and Smart-PLS 4.0 software. The investigation results revealed that the Extended Theory of Planned Behaviour provided feasible explanations for tourists’ traditional food consumption behavior. Except for the Esthetic Experience, all other variables (i.e. Attitude, Curiosity, Education, Perceived Behavioural Control, Perceived Usefulness, and Subjective norms) have a significant positive relation with Behavioural Intention, and Behavioural Intention has a significant positive association with Actual Behaviour. Given the lack of research examining tourist food consumption, this study provided evidence that one of the effective ways to understand tourists’ traditional food buying behavior is from the perspectives of both attitude-behavior relationships and experience.https://www.tandfonline.com/doi/10.1080/23311886.2023.2298893Food choicetourist food consumptiontraditional foodconsumer behavior tourismIndiaPier Luigi Sacco, Humanities, IULM University, Milano, Italy |
| spellingShingle | Ramjit Singh Mudasir Ahmad Mir Adil Amin Nazki Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour Cogent Social Sciences Food choice tourist food consumption traditional food consumer behavior tourism India Pier Luigi Sacco, Humanities, IULM University, Milano, Italy |
| title | Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour |
| title_full | Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour |
| title_fullStr | Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour |
| title_full_unstemmed | Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour |
| title_short | Evaluation of tourist behavior towards traditional food consumption: validation of extended Theory of Planned Behaviour |
| title_sort | evaluation of tourist behavior towards traditional food consumption validation of extended theory of planned behaviour |
| topic | Food choice tourist food consumption traditional food consumer behavior tourism India Pier Luigi Sacco, Humanities, IULM University, Milano, Italy |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2023.2298893 |
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