Food consumption experiences: a framework for understanding Gen-Z’s behavioural intentions on Indonesian local cuisine

Abstract

This study sought to examine the food consumption experiences of local cuisine among Gen-Z tourists in Indonesia. The SEM analysis was employed to define the consumption value, experiential value, and social media influencer to attitude towards local food and food destination image which lead to behavioural intention. A total of 340 respondents were selected to get a comprehensive insight from the young-adult generation. This study found that health value, emotional value and interaction value, and social media interaction have a positive relationship to the food destination image. Meanwhile, the attitude was affected by emotional values and social media. Both food destination image and attitude have a significant impact on behavioural intention. This study contributes to gastronomic, marketing, and hospitality literature in the context of local cuisine. Moreover, practical contributions are discussed to gain focus on resource development.

Keywords

• Food consumption
• Gen-Z
• Destination
• Indonesia
• Local cuisine