ABSTRACT
Purpose>This study explored the relationship between local food consumption value and satisfaction with local food, leading to behavioral intention. Moreover, tourist's involvement is used as a mediator, and COVID-19 fear moderates between satisfaction with local food and behavioral intention.Design/methodology/approach>Structural equation modeling (SEM) technique presents researchers with extra flexibility and better research conclusions. This study used Partial Equation Modeling SEM to test the proposed hypotheses. The convenience sampling technique was used to collect data, and 339 questionnaires were part of the final analysis.Findings>The results reveal that local food consumption value is positively associated with local food satisfaction except for emotional value. Satisfaction on local food significantly determined tourist's involvement and behavioral intention. Tourist's involvement is positively related to behavioral intention. Despite this, COVID-19 fear significantly decreases behavioral intention. Tourist's involvement significantly mediates, and COVID-19 fear moderates between satisfaction with local food and behavioral intention significantly.Practical implications>The results of our research will support scholars and practitioners to recognize the importance of factors that influence people's intention to eat local food. Besides, our research offers a significant policy to get maximum benefits for the tourism industry in Pakistan.Originality/value>To the author's knowledge, our study initially incorporates a research model in the COVID-19 pandemic and covers local food consumption value, satisfaction on local food, tourist's involvement and COVID-19 fear to determine the behavioral intention of people to eat local food. Besides, consumption value theory was used to build a research framework.
ABSTRACT
Purpose The purpose of this study is to examine the influence of involvement, satisfaction and festival attachment on urban Dragon Boat Festival (DBF) attendees' future intentions. Design/methodology/approach Data were collected from 307 participants of the Hong Kong DBF using a survey instrument. Data was analysed using a series of analytical tools including factor analysis, structural equation modelling and bootstrap mediation. Findings Results indicate that festival attendees' involvement and satisfaction directly influenced future intentions with the DBF, but this was not the case for festival attachment. Consequently, satisfaction is a key puzzle piece for understanding why DBF attendees may not revisit despite a positive attachment to the DBF. Research limitations/implications The study draws implications for DBF promotion as an urban cultural event. Originality/value This study sheds light on the key drivers of attendees' future intentions among both residents and tourists to urban festivals. A noble contribution to knowledge in this regard is that attachment alone is not sufficient to induce loyalty among DBF patrons. Essentially, satisfaction is a vital element for repeat visits. The study also makes important distinctions in determining elements of attachment.