International tourists’ local African food consumption

Abstract

Purpose This study aims to examine international tourists’ local African food consumption experiences by using an attribute–benefit–value–intention (ABVI) framework. Design/methodology/approach A total of 336 respondents were collected in Ghana, Africa. A series of quantitative research methods were used in the data analysis to explicate the relationships. Findings By assessing critical structural relationships, 8 out of 14 hypothetical relationships were found to be empirically supported. They include the paths between food novelty, restaurant quality and food quality as antecedents of epistemic value, the path between restaurant quality and food quality and the path between restaurant quality and consumption value. Originality/value This study establishes the psychological mechanism behind tourists’ local food consumption experiences and further extends the utility of the consumption value theory and ABVI framework into the local food experience context. It confirms that tourists’ local food consumption experiences involve a sequential psychological process involving local food attribute evaluation, benefits sought, consumption values and future intention. This study offers a thorough explanation of variables that are crucial to promoting indigenous ethnic food consumption experience.