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February 28, 2026Journal of Hospitality and Tourism Insights0 citations

Factors Influencing Tourists’ Willingness to Pay for Local Food in Coastal Destinations

Culinary tourism without dining table: investigating tourists’ willingness to pay more for local food in alternative restaurant formats at coastal tourism destinations

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Authors

AHAbdulla Al-Towfiq Hasan

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Overview

Investigates the impact of food authenticity, identity, innovation, and branding on tourists’ willingness to pay more for local food.

Key Points

  • The study aims to explore the factors that influence tourists' willingness to pay more for local food in alternative restaurant settings at coastal destinations.
  • Conducted focused group discussions to generate initial measurement items.
  • Collected 384 usable responses for exploratory factor analysis.
  • Developed a second questionnaire based on EFA, collecting 388 usable responses for analysis.
  • Employed partial least squares structural equation modeling using Smart PLS 3.3.3.
  • Food authenticity, identity, innovation, and branding significantly influence visitors’ willingness to pay more for local food.
  • Food branding moderates the relationships between food identity, innovation, and willingness to pay.
  • Food branding does not moderate the relationship between food authenticity and willingness to pay.

Cite This Study

Abdulla Al-Towfiq Hasan (2026) studied this question.

synapsesocial.com/papers/69a288590a974eb0d3c04255https://doi.org/10.1108/jhti-08-2025-1000
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