Consequences of local culinary memorable experience: Evidence from TikTok influencers

Muhammad Haroon Shoukat; Kareem M. Selem; Islam Elgammal; Haywantee Ramkissoon; Mary Amponsah

Acta Psychologica (Aug 2023)

Consequences of local culinary memorable experience: Evidence from TikTok influencers

Muhammad Haroon Shoukat,
Kareem M. Selem,
Islam Elgammal,
Haywantee Ramkissoon,
Mary Amponsah

Affiliations

Muhammad Haroon Shoukat: Department of Management Sciences, COMSATS University Islamabad, Attock Campus, 43600, Pakistan
Kareem M. Selem: Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, 41522 Ismailia, Egypt
Islam Elgammal: Business Administration Department, College of Business, University of Jeddah, Jeddah, Saudi Arabia; Tourism Studies Department, Faculty of Tourism, Suez Canal University, Ismailia, Egypt
Haywantee Ramkissoon: Fellow of the Peer Review College, British Academy of Management, UK; Executive Co-Director, Center for Dynamic Enterprises in Global Economies, University of South Australia, SA 5001, Australia; Professor of Tourism, UniSA Business, University of South Australia; College of Hospitality & Tourism, University of Johannesburg, South Africa; Centre for Innovation in Tourism, Taylor's University, Malaysia; College of Business, Law, & Social Sciences, University of Derby, UK; Corresponding author at: College of Business, Law, & Social Sciences, University of Derby, UK.
Mary Amponsah: The University of Newcastle, Australia; Centre for African Research, Engagement and Partnerships, Australia

Journal volume & issue: Vol. 238
p. 103962

Abstract

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Underpinned by integrating self-determination and source credibility theories (SCT), this paper investigates the focal roles of memorable local food experiences (MLX) and travel influencer endorsement (TIE) on revisit intention. A questionnaire was used to collect data from 513 TikTok influencers (individuals who frequently post videos on TikTok and have a large number of followers). A purposive sampling technique is used to collect data from TikTok influencers who create videos about food tourism in Pakistan. SmartPLS 4.4 was used with PLS-SEM. The empirical results suggest a positive and significant linkage of culinary memorable experience factors with MLX. The focal effects of MLX and TIE on revisit intention are significantly positive. Our findings further revealed that MLX partially mediated the linkage of culinary memorable experience factors with revisit intention, while TIE strengthened the positive relationship between MLX and revisit intention. The study's findings influence travel agents, local food providers, and marketing specialists who develop marketing strategies for local food tourism and online trip purchasing.

Published in Acta Psychologica

ISSN: 0001-6918 (Print); 1873-6297 (Online)
Publisher: Elsevier
Country of publisher: Netherlands
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.journals.elsevier.com/acta-psychologica

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