The Relationship of Tourists’ Interest in Exotic Foods and Their Intention to Visit San Fernando, Pampanga
DOI:
https://doi.org/10.5281/zenodo.20772876Keywords:
Culinary Tourism, Exotic Food Tourism, Kapampangan Cuisine, Tourist Interest, Travel IntentionAbstract
This study examined the relationship between tourists’ interest in exotic foods and their intention to visit San Fernando, Pampanga. As a recognized culinary destination, San Fernando is known for its exotic dishes, such as betute tugak and kamaru, which contribute to its gastronomic identity and cultural appeal. Despite the growing popularity of gastronomic tourism, limited research has explored how interest in exotic foods influences tourists’ intention to visit the city. To address this gap, a quantitative-descriptive and correlational research design was employed. Data were collected from 30 local and international tourists who had experience with or interest in exotic foods using a researcher-made survey questionnaire. Descriptive statistics and correlation analysis were utilized to analyze the data. The findings revealed that respondents exhibited a high level of interest in exotic foods, particularly in terms of perceived uniqueness, attractiveness, curiosity, willingness to try, and food sanitation. Likewise, respondents demonstrated a high level of intention to visit San Fernando, Pampanga, primarily because of its distinctive culinary offerings and opportunities for authentic cultural experiences. The results further indicated a significant positive relationship between tourists’ interest in exotic foods and their intention to visit the destination, suggesting that greater interest in exotic cuisine is associated with a stronger intention to travel to San Fernando. These findings underscore the importance of exotic foods in enhancing destination attractiveness and supporting gastronomic tourism. The study concludes that exotic cuisine serves as a valuable tourism asset that strengthens the city’s culinary identity and encourages tourist visitation. Therefore, tourism stakeholders and local food establishments are encouraged to promote authentic exotic food experiences while maintaining high standards of food quality, sanitation, and cultural preservation.
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