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Factors that influence local food consumption motivation and its effects on travel intentions

ABSTRACT This study evaluated antecedents for local food consumption motivation and whether motivation influences intentions to travel to a destination for local food consumption. Variables included food-related personal traits, food image, and destination image. The study followed a quantitative online survey design among 562 adult residents, surveyed on personal traits and intentions to travel to a destination for cuisine. The results demonstrated that openness to experience, food involvement, and food neophobia predicted the motivation to travel to a destination for that destination’s local cuisine. Food involvement and motivation to travel related to the participants’ intention to travel. Participants’ food image moderated the relationship between food neophobia and travel motivation, strengthening the relationship among those with a strong positive food image.