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Tourist’s Behaviour Towards Local Cretan Food

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Book cover Sustainable Agriculture and Food Security

Part of the book series: Cooperative Management ((COMA))

Abstract

Gastronomic tourism is becoming an important part of the tourism industry. However, there are very few studies on food tourists’ behaviour comparing with those about tourists’ behaviour in general. The current study provides an analysis of tourists’ behaviour based on the perceived value (PV) and the satisfaction (ST) to predict the intention to revisit (IN) using the Modified Theory of Reasoned Action (TRA). The purpose of this study is to unveil the relation between perceived value and intention to revisit (H1), Perceived Value and satisfaction (H2) and satisfaction and intention to revisit (H3) using confirmatory factor analysis as a statistical tool. Results showed that the hypotheses H1, H2 and H3 were significant (p < 0.01) and supported. H3 (β = 0.35) shows that satisfaction is an antecedent to the intention to revisit. The same is true for H1 (β = 0.19) and H2 (β = 0.45) which is proof that perceived value can predict intention to revisit and satisfaction respectively. The contribution of this study is intended to provide empirical results using the modified theory of reasoned action to predict tourists’ behaviour toward Cretan local food which proved that local food can influence the intention to revisit. The implications will be useful for tourism managers, decision makers and destination marketing organizations in Crete and Greece.

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Author information

Authors and Affiliations

  1. Mediterranean Agronomic Institute of Chania, CIHEAM-MAICh, Alsyllio Agrokepio, 1Makedonias str Chania, Crete, 73100, Greece

    A. Malek Hammami, Drakos Periklis & George Baourakis

  2. Saint Joseph’s University, 5600 City Ave, Philadelphia, PA, 19131, USA

    John L. Stanton

  3. Department of Economics, University of Crete, Gallos Campus, 741 00, Rethymno, Greece

    Drakos Periklis

  4. Center for Entrepreneurship and Stewardship, Nyenrode Business Universiteit, Breukelen, The Netherlands

    George Baourakis

  5. Nyenrode Business Universiteit, Straatweg 25, 3621 BG Breukelen, P.O. Box 130, 3620 AC, Breukelen, The Netherlands

    Gert van Dijk

  6. Department of Business Administration of Technological Educational Institute of Kavala, Kavala, Greece

    Spyridon Mamalis

Authors
  1. A. Malek Hammami
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  2. John L. Stanton
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  3. Drakos Periklis
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  4. George Baourakis
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  5. Gert van Dijk
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  6. Spyridon Mamalis
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Corresponding author

Correspondence to A. Malek Hammami .

Editor information

Editors and Affiliations

  1. Department of Agricultural Economics, School of Agriculture, Aristotle University of Thessaloniki, Thessaloniki, Greece

    Konstadinos Mattas

  2. Business Economics and Management, Mediterrean Agronomic Institute Chania, Chania, Greece

    George Baourakis

  3. School of Production Engineering and Management, Technical University of Crete, Chania, Greece

    Constantin Zopounidis

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Hammami, A.M., Stanton, J.L., Periklis, D., Baourakis, G., van Dijk, G., Mamalis, S. (2018). Tourist’s Behaviour Towards Local Cretan Food. In: Mattas, K., Baourakis, G., Zopounidis, C. (eds) Sustainable Agriculture and Food Security. Cooperative Management. Springer, Cham. https://doi.org/10.1007/978-3-319-77122-9_4

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