Chang, Janet, Morrison, Alastair ORCID: 0000-0002-0754-1083 , Chang, T.-Y. and Chen, D. Z.-Y. (2021) Does a healthy diet travel? Motivations, satisfaction, and loyalty with plant-based food dining at destinations. British Food Journal, 123 (12). pp. 4155-4174. ISSN 0007-070X (doi:https://doi.org/10.1108/BFJ-12-2020-1121)

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Abstract

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.
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 implications: 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 of plant-based restaurants 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 limited literature on plant-based and vegetarian dining in tourism destinations. The findings also complement the evidence linking motivations to satisfaction and loyalty when dining.

Item Type:	Article
Uncontrolled Keywords:	plant-based food dining; motivations; satisfaction and loyalty; food attractiveness; Taiwan
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	10 Sep 2024 08:10
URI:	http://gala.gre.ac.uk/id/eprint/46945

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