Does a healthy diet travel? Motivations, satisfaction and loyalty with plant-based food dining at destinations

作者 Chang, Janet; Morrison, Alastair M.; Chen, Ya-Ling; Chang, Te-Yi; Chen, Daniela Zih-Yu

期刊 BRITISH FOOD JOURNAL , ,:

DOI 10.1108/BFJ-12-2020-1121

摘要 Purpose The research objectives were to: (1) examine the relationship among motivations, satisfaction and loyalty with plant-based food dining at destinations; (2) determine if and how the attractiveness of eating plant-based foods moderates satisfaction and loyalty; and (3) investigate potential differences in visitor background information and consumption characteristics. Design/methodology/approach A survey was conducted at tourist attractions in southern Taiwan and 274 valid questionnaires were obtained. The relationships among motivations, satisfaction and loyalty were investigated when eating plant-based foods during travel. The moderating effects of food attractiveness on motivations and satisfaction/loyalty were measured. Findings The results indicated a positive relationship between motivations and satisfaction/loyalty in plant-based food dining. Motivations for plant-based food dining were comprised of four domains (physical, cultural, interpersonal and prestige) and satisfaction and loyalty had three (overall satisfaction, intention to revisit and intention to recommend). Research limitations/implications The major implications were that motivations had a significant effect on satisfaction and loyalty; food attractiveness did not moderate the effect of motivations on satisfaction/loyalty; and background characteristics influenced satisfaction and loyalty. Practical implications Marketers and strategic planners for plant-based restaurants or those with plant-based meal options must make a greater effort to understand the distinctive demographic and dietary characteristics of the people who comprise the core of this market. Originality/value This research adds to the very limited literature on plant-based and vegetarian dining in tourism destinations. Furthermore, it tests, partially validates and expands a model by Kim et al. (2009) for consuming local food while traveling. The findings also complement the considerable evidence linking motivations to satisfaction and loyalty when dining.