Factors Affecting Tourists' Satisfaction with Local Food in Rural Areas of Shushtar County

Document Type : Research Paper

Authors

Department of Agricultural Extension and Education, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Iran

Abstract

A B S T R A C T
This research was conducted with the general purpose of analyzing the factors affecting the tourists’ satisfaction in rural areas with local food. The statistical population of the research included all tourists in the rural areas of Shushtar County. The Karjesi and Morgan table selected four hundred rural tourists for study. The main research tool was a questionnaire whose validity was confirmed by a panel of experts, and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was done in two sections of descriptive and inferential statistics by SPSS software. The results of the correlation coefficient showed that there is a significant relationship between the variables of cultural experience, emotional factors, sensory appeal, health concerns, attitude towards local food, mental norms, interpersonal factors, self-efficacy, and attachment to local food with tourists' satisfaction. Meanwhile, no statistically significant relationship was found between the satisfaction of local food and the variables of age, income, family size, education, gender, occupation and food neophobia. The results of the regression coefficient showed that the five variables of attitude towards local food, subjective norm, self-efficacy, health risks, and attachment to local food could explain 70.5% of the changes in the dependent variable of the research, i.e., tourists' satisfaction with local food.
Extended Abstract
Introduction
Over the past decades, food tourism has become as a dominant trend in global traveler’s interest. More than one-third of tourism expenditures are spent on food. Previous research has confirmed that food and dining are major elements considered by tourists when traveling and choosing destinations. Food is a major component of a travel experience, and it is a part of travel activities. Tourists eat the local cuisine in a tourism destination to fulfill their travel experiences. Travelers acquire new knowledge and understanding of the traditional local and regional culture of a destination, which are valuable in relation to destination image and future tourist intention. Accordingly, several tourism destinations have emphasized food activities and created gastronomic/culinary experiences to attract international visitors. Thus, this study was conducted to determine the preferences and behavioral intentions of rural tourists to use local food in rural Iranian areas. Food tourism focuses on cultural issues, and in addition to creating memorable memories for travelers, it can help the economy of small sections of society, especially the rural society of Iran. Food tourism represents an opportunity to revive and diversify tourism. In addition, they cause local economic development and lead to job creation. For this reason, food tourism can play a role in branding and increasing demand for tourist destinations while also preserving local traditions and the diversity of communities. In addition, it brings credit and other rewards to different regions. Food tourism is not only a phenomenon rooted in traditions but is also shaped by future influences. Therefore, it is necessary to identify the factors affecting tourists’ satisfaction, and by knowing the important factors, prepare a basic plan for the expansion of local food. In this context, this research was conducted to identify factors influencing tourists’ satisfaction regarding the use of local food in Shushtar city, located in Khuzestan province.
 
Methodology
The research's statistical population included all tourists in the rural areas of Shushtar County. 400 rural tourists were selected for the study using the Karjesi and Morgan table. The main research tool was a questionnaire whose validity was confirmed by a panel of experts, and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was done using SPSS software in two sections as descriptive and inferential statistics.
 
Results and discussion
Food tourism in rural areas, focusing on cultural issues and creating memorable memories for travelers, can help the economy of small sections of society, especially the rural society of Iran. Food tourism represents an opportunity to revive tourism and diversify it. They also contribute to local economic development and generate job opportunities. For this reason, food tourism can play a role in branding and increasing demand for tourist destinations while preserving local traditions and the diversity of communities. In addition, it brings credit and other rewards to different regions. In addition, it should be known that food tourism is not only a phenomenon that belongs to past traditions but is also influenced by the future. Therefore, it is necessary to identify the factors affecting tourists’ satisfaction, and by knowing the important factors, prepare a basic plan for the expansion of local food in the field of tourism. The results of the regression coefficients showed that the five variables of attitude towards local food, subjective norm, self-efficacy, health risks, and attachment have a positive and significant effect on the dependent variable of the research, i.e., tourists' satisfaction with local food in the rural areas of Shushtar.
The correlation coefficient results showed a significant relationship between the variables of cultural experience, emotional factors, sensory appeal, health concerns, attitude towards local food, mental norms, interpersonal factors, self-efficacy, and attachment to local food with tourists' satisfaction. Meanwhile, no statistically significant relationship was found between the satisfaction of local food and the variables of age, income, family size, education, gender, occupation, and food neophobia. The results of the regression coefficient showed that the five variables of attitude towards local food, subjective norm, self-efficacy, health risks, and attachment to local food could explain 70.5% of the changes in the dependent variable of the research, i.e., tourists' satisfaction with local food.
 
Conclusion
This research shows that local foods are more cultural and sensory attractions with unique features that can provide an exciting experience for tourists. In addition, due to the fact that local food is cooked in places that are safe from the point of view of health, tourists can visit places where food is cooked, which ultimately makes them afraid. They want to avoid trying and tasting new foods in this region; in addition, having a unique culture and variety of foods has caused much attachment among tourists to these regions, and they travel to Khuzestan province every year.
 
Funding
There is no funding support.
 
Authors’ Contribution
Zeinab Hemtian: Researcher, interviewing and gathering views, data analysis.
Moslem Savari: Guide to the work, preparing the first draft of the article, reviewing previous studies, data validation.
Masoud Yazdanpanah: Consultant for the work, editing the text of the article.
 
Conflict of Interest
The authors declared no conflict of interest.
 
Acknowledgements
This article is extracted from the master's thesis of rural development, Agricultural Sciences and Natural Resources University of Khuzestan. Thereby we declare our appreciation for their help.

Keywords

Main Subjects

References

  1. Ajzen, I., Fishbein, M., Lohmann, S., & Albarracín, D. (2018). The influence of attitudes on behavior. The handbook of attitudes, volume 1: Basic principles, 197-255. eBook ISBN9781315178103
  2. Ab Karim, S., & Chi, C. G. Q. (2010). Culinary tourism as a destination attraction: An empirical examination of destinations' food image. Journal of hospitality marketing & management, 19(6), 531-555. doi:10.1080/19368623.2010.493064
  3. Adongo, C. A., Anuga, S. W., & Dayour, F. (2015). Will they tell others to taste? International tourists' experience of Ghanaian cuisines. Tourism Management Perspectives, 15, 57-64. doi:10.1016/j.tmp.2015.03.009
  4. Barthes, R. (2018). Toward a psychosociology of contemporary food consumption. In Food and culture (pp. 13-20). Routledge. eBook ISBN9781315680347
  5. Basami, A., Alambigi, A. & Moradi, M. (2020). The effect of consumption value of local food on the behavioral intention of tourists: a case study of Ormanat rural tourism areas in Kurdistan province. Extension science and agricultural education, 16 (2), 163-180. doi:10.22034/IAEEJ.2020.224025.1512 [In Persian].  
  6. Bessière, J. (1998). Local development and heritage: traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis, 38(1), 21-34. doi:10.1111/1467-9523.00061
  7. Björk, P., & Kauppinen-Räisänen, H. (2017). Interested in eating and drinking? How food affects travel satisfaction and the overall holiday experience. Scandinavian Journal of Hospitality and Tourism, 17(1), 9-26. doi:10.1111/1467-9523.00061
  8. Bogdan-Constantin, I., Oana Mihaela, S., Alina, M., & Corneliu, I., (2018). The Impact of Tourism on Sustainable Development of Rural Areas: Evidence from Romania. Sustainability, 10(10)‚ 2-19.  doi:10.3390/su10103529
  9. Botti, L., Peypoch, N., & Solonandrasana, B. (2008). Time and tourism attraction. Tourism Management, 29(3), 594-596.  doi:10.1016/j.tourman.2007.02.011
  10. Camarero, C., Garrido, M. J., & Vicente, E. (2010). Components of art exhibition brand equity for internal and external visitors. Tourism Management, 31(4), 495-504.  doi:10.1016/j.tourman.2009.05.011
  11. Choe, J. Y. J., & Kim, S. 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.  doi:10.1016/j.ijhm.2017.11.007
  12. Choe, J. Y. J., & Kim, S. S. (2019). Development and validation of a multidimensional tourist’s local food consumption value (TLFCV) scale. International Journal of Hospitality Management, 77, 245-259. h doi:10.1016/j.ijhm.2018.07.004
  13. Choi, J., Lee, A., & Ok, C. (2013). The effects of consumers' perceived risk and benefit on attitude and behavioral intention: A study of street food. Journal of Travel & Tourism Marketing, 30(3), 222–237. doi:10.1080/10548408.2013.774916
  14. del Río, J. A. J., Agüera, F. O., Cuadra, S. M., & Morales, P. C. (2017). Satisfaction in border tourism: An analysis with structural equations. European Research on Management and Business Economics, 23(2), 103-112.  doi:10.1016/j.iedeen.2017.02.001
  15. Ebrahimpour, H., Sayed Naghavi, N. & Yaghubi, N. (2011). Factors affecting the satisfaction and loyalty of tourists in Erzabil province (case study, Sarein tourism area). Journal of Tourism Studies, 14, 69-92. doi: 20.1001.1.23223294.1389.5.14.3.5 [In Persian].
  16. Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism management, 68, 250-263. doi:10.1016/j.tourman.2018.03.025
  17. Farahani, B., Bahari, Sh., Bahari, Sh. & Bazleh, M. (2018). Investigating factors affecting tourists' loyalty to tourist destinations (case study: foreign tourists who traveled to Tabriz city). Geography and Planning Journal, 24 (64), 18-33 [In Persian].
  18. Gartner, W. C., & Ruzzier, M. K. (2011). Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of travel research, 50(5), 471-481. doi:10.1177/0047287510379157
  19. Gartner, W. C., & Ruzzier, M. K. (2011). Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of travel research, 50(5), 471-481.  doi:10.1177/0047287510379157
  20. Ghafariashtiani, P. & EskandariMehrabadi, A. (2011). Evaluating the relationship between loyalty program features, store satisfaction and store loyalty (case study: Arak Refah Store). Marketing Management Journal, 1 [In Persian].
  21. Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of brand Management, 11, 283-306. doi:10.1057/palgrave.bm.2540174
  22. Hall, C. M., Mithchell, R., & sharples, L. (2003). Consuming places. The role of food, wine and tourism in regional development. InG.M.Hall, l, sharples, R. Mitchell, N. Macionis, &.B. Cambourne.food tourism around the world (pp.25-59). Oxford; Butterwoth, Heinemann.
  23. Han, H., Lee, K. S., Chua, B. L., & Lee, S. (2020). Contribution of airline F&B to passenger loyalty enhancement in the full-service airline industry. Journal of Travel & Tourism Marketing, 37(3), 380-395. doi:10.1080/10548408.2020.1757563
  24. Harcombe, D. PT. (1999). the economic impacts of tourism. ABAC. Journal, 19(2); 10-22. https://repository.au.edu/server/api/core/bitstreams/93335ad3-96b4-436d-ba13-a2d5361909db/content
  25. Hemtian, Z., Savari, M. & Yazdanpanah, M. (2022). Preferences and behavioral tendencies of rural tourists to use local food in rural areas of Shushtar. Journal of Environmental Science Studies, 7(4), 5665-5681 [In Persian]. doi:10.22034/JESS.2022.342831.1788
  26. Henderson, j. c. (2009). Food tpurism reviewed. British food joumal, 111(4), 317-326. doi:10.1080/15428052.2014.952480
  27. Henderson, J. C., Yun, O. S., Poon, P., & Biwei, X. (2012). Hawker centres as tourist attractions: The case of Singapore. International Journal of Hospitality Management, 31(3), 849-855. doi:10.1016/j.ijhm.2011.10.002
  28. Hui, T. K., Wan, D., & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism management, 28(4), 965-975. doi:10.1016/j.tourman.2006.08.008
  29. ICF Consulting Services, (2015). Rural Tourism and Local Food and Drink. Retrieved electronically on 25 July 2019, http://sciencesearch.defra.gov.uk/Default.aspx? Menu=Menu&Module=More&Location=None&Completed=0&ProjectID=19432.
  30. Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403. doi:10.1080/10548408.2012.674884
  31. Izadi, H. (2015). Food tourism, an opportunity for sustainable rural development. Rural Research Quarterly, 6(1), 65-95. doi:10.22059/JRUR.2015.54232 [In Persian].
  32. Jeaheng, Y., & Han, H. (2020). Thai street food in the fast growing global food tourism industry: preference and behaviors of food tourists. Journal of Hospitality and Tourism Management, 45, 641-655.  doi:10.1016/j.jhtm.2020.11.001
  33. Ji, M., Wong, I. A., Eves, A., & Scarles, C. (2016). Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57, 387-396.  doi:10.1016/j.tourman.2016.06.003
  34. Jucan, C. N., & Jucan, M. S.‚ (2013). Travel and tourism as a driver of economic recovery‚ Procedia Econ. Financ, 6, (4)‚ 81–88.  doi:10.1016/S2212-5671(13)00117-2
  35. Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870. doi:10.1177/0047287517721369
  36. Kim, S., Park, E., Fu, Y., & Jiang, F. (2021). The cognitive development of food taste perception in a food tourism destination: A gastrophysics approach. Appetite, 165, 105310. doi:10.1016/j.appet.2021.105310
  37. Kim, Y. G, & Eves, A. (2012). Construction and validation of a scale to mwusure tourist motivation to consume local food. Tourism management, 33(6), 1458-1467. doi:10.1016/j.tourman.2012.01.015
  38. Kuhzady, S., Cakici, C., Olya, H., Mohajer, B., & Han, H. (2020). Couchsurfing involvement in non-profit peer-to-peer accommodations and its impact on destination image, familiarity, and behavioral intentions. Journal of Hospitality and Tourism Management, 44, 131-142.  doi:10.1016/j.jhtm.2020.05.002
  39. Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30(2), 252-261. doi:10.1016/j.ijhm.2010.09.001
  40. Lai, I. K. W. (2020). An examination of satisfaction on word of mouth regarding Portuguese foods in Macau: Applying the concept of integrated satisfaction. Journal of Hospitality and Tourism Management, 43, 100-110. doi:10.1016/j.jhtm.2020.02.011
  41. Le Chi Cong. (2021). Perceived risk and destination knowledge in the satisfaction-loyalty intention relationship: An empirical study of european tourists in vietnam. Journal of Outdoor Recreation and Tourism-Research Planning and Management, 33. doi:10.1016/j.jort.2020.100343
  42. Lee, S., Chua, B. L., & Han, H. (2020). Variety-seeking motivations and customer behaviors for new restaurants: An empirical comparison among full-service, quick-casual, and quick-service restaurants. Journal of Hospitality and Tourism Management, 43, 220-231. doi:10.1016/j.jhtm.2020.04.004
  43. Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348-358. doi:10.1016/j.jhtm.2020.09.002
  44. Li, Y. Q., & Liu, C. H. (2020). Impact of cultural contact on satisfaction and attachment: mediating roles of creative experiences and cultural memories. Journal of Hospitality Marketing & Management, 29(2), 221-245. doi:10.1080/19368623.2019.1611516
  45. Lin, Z., & Chen, Y.‚ (2017). Filieri, R. Resident-tourist value co-creation: The role of residents’ perceived tourism impacts and life satisfaction. Tour. Manag‚ 61(7),436–442. doi:10.1016/j.tourman.2017.02.013
  46. Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31(3), 928-936. doi:10.1016/j.ijhm.2011.10.012
  47. Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50, 159-171. doi:10.1016/j.tourman.2015.01.032
  48. Mkono, M., Markwell, K., & Wilson, E. (2013). Applying Quan and Wang's structural model of the tourist experience: A Zimbabwean netnography of food tourism. Tourism Management Perspectives, 5, 68-74. doi:10.1016/j.tmp.2012.10.007
  49. Moon, H., & Han, H. (2019). Tourist experience quality and loyalty to an island destination: The moderating impact of destination image. Journal of Travel & Tourism Marketing, 36(1), 43-59. doi:10.1080/10548408.2018.1494083
  50. Müller, D. K.‚ & Jansson, B.‚ (Eds.) (2007). Tourism in Peripheries: Perspectives from the Far North and South. Wallingford: CAB International‚ 230 P. doi:10.1079/9781845931773.00
  51. Muresan, I., Oroian, C., Harun, R., Arion, F., Porutiu, A., Chiciudean, G., Todea, A., & Lile, R.‚ (2016). Local residents’attitude toward sustainable rural tourism development. Sustainability‚ 8(1)‚ 100-112. doi:10.3390/su8010100
  52. Nikraftar, T., Karimizadeh, A. & Hosseini, A. (2018). Identifying factors affecting local food tourism: in Gilan province. Tourism and development scientific-research quarterly. 7 (4): 119-133 [In Persian]. doi:10.22034/jtd.2019.120397.1351
  53. Okumus, B., & Cetin, G. (2018). Marketing Istanbul as a culinary destination. Journal of Destination Marketing & Management, 9, 340-346. doi:10.1016/j.jdmm.2018.03.008
  54. Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11), 1202-1208. doi:10.1016/j.jbusres.2009.10.018
  55. Patterson, A. (2014). Brand Ireland; tourism and national identity. Available at.http;//www.researchgate.net/publication/251319582. eBook ISBN9780203855966
  56. Poursaied, M. M., Taheri, Azad, F. & Jahanshahi, M. (2021). Investigating the impact of multiple values of consumption of local Iranian foods on tourists' intention to revisit and recommend to others. Tourism management studies, 16 (56), 341-380. doi:10.22054/tms.2021.60269.2534 [In Persian].
  57. Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of travel research, 51(3), 342-356. doi:10.1177/0047287511410321
  58. Quan, S., & Wang, N. (2004).Towards a structural Model of the tourist experience; An illustration form food experieces in tourism. Tourism Management, 25(3), 297-305. doi:10.1016/S0261-5177(03)00130-4
  59. Quintal, V. A., Lee, J. A., & Soutar, G. N. (2010). Risk, uncertainty and the theory of planned behavior: A tourism example. Tourism Management, 31(6), 797–805. doi:10.1016/j.tourman.2009.08.006
  60. Roberts, L., Hall, D., & Morag, M.‚ (2017). New Directions in Rural Tourism. Routledge: Abingdon, UK.‚ 256.
  61. Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International journal of contemporary hospitality management. doi:10.1108/09596111211206141
  62. Savari, M., Ebrahimi-Maymand, R., & Mohammadi-Kanigolzar, F. (2013). The Factors influencing the application of organic farming operations by farmers in Iran. Agris on-line Papers in Economics and Informatics, 5(4), 179-187. doi:10.22004/ag.econ.162300
  63. Smith, S. l., J., & Xiuo, H. (2008). Culinary tourism supply chains; A preliminary examination. Journal of teravel Research, 46(3), 289-299. doi:10.1177/0047287506303981
  64. Song, H., & Kim, J. H. (2021). The cause-effect relationship between negative food incidents and tourists’ negative emotions. International Journal of Hospitality Management, 95, 102925.  doi:10.1016/j.ijhm.2021.102925
  65. Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research, 57(8), 1121-1132. doi:10.1177/0047287517729758
  66. Sun, X., Chi, C. G. Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of tourism research, 43, 547-577. doi:10.1016/j.annals.2013.04.006
  67. Tester, J. M., Yen, I. H., & Laraia, B. (2010). Mobile food vending and the after-school food environment. American Journal of Preventive Medicine, 38(1), 70–73. doi:10.1016/j.amepre.2009.09.030
  68. Tikkanen, I. (2007). Maslow's hierarchy and food tourism in Finland: five cases. British food journal, 109(9), 721-734. doi: 10.1108/00070700710780698
  69. Truong, T. H., & Foster, D. (2006). Using HOLSAT to evaluate tourist satisfaction at destinations: The case of Australian holidaymakers in Vietnam. Tourism management, 27(5), 842-855. doi:10.1016/j.tourman.2005.05.008
  70. Vesci, M., & Botti, A. (2019). Festival quality, theory of planned behavior and revisiting intention: Evidence from local and small Italian culinary festivals. Journal of Hospitality and Tourism Management, 38, 5-15. doi:10.1016/j.jhtm.2018.10.003
  71. Weiermair, K., & Maser, B. (1998). Travel decision-making: From the vantage point of perceived risk and information preferences. Journal of Travel & Tourism Marketing, 7(4), 107–121. doi:10.1300/J073v07n04_06
  72. Zhang, H., Li, L., Yang, Y., & Zhang, J. (2018). Why do domestic tourists choose to consume local food? The differential and non-monotonic moderating effects of subjective knowledge. Journal of Destination Marketing & Management, 10, 68-77. doi:10.1016/j.jdmm.2018.06.001
Journal of Rural Research
Volume 16, Issue 4
October 2025
Pages 1-18

Files

History

  • Receive Date: 30 May 2025
  • Revise Date: 27 August 2025
  • Accept Date: 03 October 2025

Share

How to cite

Statistics