This study was conducted with the general aim of investigating the effect of rural tourists' attitudes towards local food on the image of the tourism destination with an emphasis on the development of the peri-urban space of Shushtar city. The statistical population of the study included all tourists in rural areas of Shushtar city. Using the Krejci and Morgan table, 385 rural tourists were selected for the study by random sampling method. The main research tool was a questionnaire whose validity was confirmed by a panel of experts and its reliability was confirmed by Cronbach's alpha coefficient and composite reliability. Data analysis was performed in two parts of descriptive and inferential statistics using SPSS and Smart PLS software. The results showed that the variables of cultural experience, emotional or sentimental value, interpersonal relationships, and health-related concerns have a significant effect on tourists' attitudes towards local food and in total have been able to explain about 48.6% of the variance in the attitude towards local food. The results also showed that a positive attitude towards local food has a significant effect on tourists' mental image of the destination and has been able to explain 41.8% of the variance in the image of the destination. In general, the results of this study can help policymakers in this field, while reducing the gap in the theoretical literature, and can help promote healthy food and the economy of local communities.
This study was conducted with the general aim of investigating the effect of rural tourists' attitudes towards local food on the image of the tourism destination with an emphasis on the development of the peri-urban space of Shushtar city. The statistical population of the study included all tourists in rural areas of Shushtar city. Using the Krejci and Morgan table, 385 rural tourists were selected for the study by random sampling method. The main research tool was a questionnaire whose validity was confirmed by a panel of experts and its reliability was confirmed by Cronbach's alpha coefficient and composite reliability. Data analysis was performed in two parts of descriptive and inferential statistics using SPSS and Smart PLS software. The results showed that the variables of cultural experience, emotional or sentimental value, interpersonal relationships, and health-related concerns have a significant effect on tourists' attitudes towards local food and in total have been able to explain about 48.6% of the variance in the attitude towards local food. The results also showed that a positive attitude towards local food has a significant effect on tourists' mental image of the destination and has been able to explain 41.8% of the variance in the image of the destination. In general, the results of this study can help policymakers in this field, while reducing the gap in the theoretical literature, and can help promote healthy food and the economy of local communities.
This study was conducted with the general aim of investigating the effect of rural tourists' attitudes towards local food on the image of the tourism destination with an emphasis on the development of the peri-urban space of Shushtar city. The statistical population of the study included all tourists in rural areas of Shushtar city. Using the Krejci and Morgan table, 385 rural tourists were selected for the study by random sampling method. The main research tool was a questionnaire whose validity was confirmed by a panel of experts and its reliability was confirmed by Cronbach's alpha coefficient and composite reliability. Data analysis was performed in two parts of descriptive and inferential statistics using SPSS and Smart PLS software. The results showed that the variables of cultural experience, emotional or sentimental value, interpersonal relationships, and health-related concerns have a significant effect on tourists' attitudes towards local food and in total have been able to explain about 48.6% of the variance in the attitude towards local food. The results also showed that a positive attitude towards local food has a significant effect on tourists' mental image of the destination and has been able to explain 41.8% of the variance in the image of the destination. In general, the results of this study can help policymakers in this field, while reducing the gap in the theoretical literature, and can help promote healthy food and the economy of local communities.