Destination food image dimensions and their effects on food preference and consumption

The study investigated destination food image dimensions and their effects on the food preference and consumption of independent Chinese and Australian tourists visiting Phuket, Thailand. The findings reveal five destination food image factors comprising restaurant service, food taste, health and hygiene, variety and eating manners, and unique cultural experience. These food image factors were found to be more favourable in the perceptions of Australian tourists than those of Chinese tourists. In addition, the findings confirm the effects of certain food image factors on food preference and consumption among tourists, and the influences are contingent upon the nationality of tourists. Food taste image was found to be the only food image factor which consistently predicted the food preferences and consumption of both nationalities. Moreover, the food image factors were found to have higher degrees of influence on food preference than food consumption.