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Tourist’s Behaviour Towards Local Cretan Food

  • A. Malek HammamiEmail author
  • John L. Stanton
  • Drakos Periklis
  • George Baourakis
  • Gert van Dijk
  • Spyridon Mamalis
Chapter
Part of the Cooperative Management book series (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.

Keywords

Gastronomic tourism Tourists’ behaviour Perceived value Satisfaction Intention to revisit Confirmatory factor analysis (CFA) Modified theory of reasoned action (TRA) Cretan local food Greece 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • A. Malek Hammami
    • 1
    Email author
  • John L. Stanton
    • 2
  • Drakos Periklis
    • 1
    • 3
  • George Baourakis
    • 1
    • 4
  • Gert van Dijk
    • 5
  • Spyridon Mamalis
    • 6
  1. 1.Mediterranean Agronomic Institute of Chania, CIHEAM-MAIChCreteGreece
  2. 2.Saint Joseph’s UniversityPhiladelphiaUSA
  3. 3.Department of EconomicsUniversity of CreteRethymnoGreece
  4. 4.Center for Entrepreneurship and StewardshipNyenrode Business UniversiteitBreukelenThe Netherlands
  5. 5.Nyenrode Business UniversiteitBreukelenThe Netherlands
  6. 6.Department of Business Administration of Technological Educational Institute of KavalaKavalaGreece

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