Exploring the Behavioral Intentions of Food Tourists Who Visit Crete

Abstract

Food tourism has been growing globally in recent years. Food tourism is considered as special interest tourism, attracting tourists who have a great interest in food. Tourists spend a significant percentage of their budget on the purchase of local food products and related food activities, contributing to the sustainable development of the touristic destination in the process. This survey took place in Crete, Greece, throughout the touristic period of 2021, and 4268 valid questionnaires were completed by international tourists. For the data analysis, the Structural Equation Model and an extended Theory of Planned Behavior Model, based on subjective norms, attitudes, perceived behavioral control, and satisfaction, were used to better understand the consumers’ intentions to revisit and recommend the region of Crete. The outcomes of the research pinpointed that the perceived quality and perceived value of local foods positively influenced satisfaction, which, in turn, evoked favorable intentions to revisit and recommend Crete as a touristic destination. Moreover, while satisfaction, attitude, and subjective norms seem to be the most significant drivers affecting positive behavioral intentions, perceived behavior control seems to have had no significant impact. The implications and limitations of the survey, as well as future recommendations, are also discussed.