Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand
Abstract
1. Introduction
- To investigate the influence of tourists’ perceived authenticity on their self-expansion and their preference for local restaurants.
- To examine the effect of self-expansion on tourists’ preferences for local restaurants.
- To explore the impact of tourists’ local restaurant preferences on their positive WOM and intention to visit local restaurants.
- To test whether self-expansion mediates the relationship between tourists’ perceived authenticity and their preference for local restaurants.
2. Literature Review
2.1. Local Food Consumption and Expectancy-Disconfirmation and Self-Expansion Theories
2.2. The Effect of Tourists’ Perceived Authenticity on Self-Expansion and Local Restaurant Preferences
2.3. The Effect of Self-Expansion on Tourists’ Local Restaurant Preferences
2.4. The Effect of Tourists’ Local Restaurant Preferences on Their Positive Word-of-Mouth and Visiting Intentions
2.5. The Mediating Effects of Consumer Self-Expansion
3. Methods
3.1. Sampling and Data Collection
3.2. Measurement Nunnally
4. Results
4.1. Respondent Profile
4.2. Data Screening and Common Method Bias Testing
4.3. Assessment of the Measurement Model
4.4. Structural Model and Hypothesis Testing
5. Discussion
5.1. Theoretical Implications
5.2. Practical Implications
5.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Item | Standardized Loading | Cronbach’s Alpha | Construct Reliability | Average Variance Extracted |
---|---|---|---|---|
Perceived authenticity | 0.736 | 0.734 | 0.358 | |
I think the overall decor of local restaurants effectively showcases local art and culture. | 0.557 | |||
I believe local restaurants are truly original. | 0.522 | |||
I truly enjoyed the dining experience, especially the services provided by the employees of local restaurants. | 0.673 | |||
I think the environment of local restaurants is unique. | 0.552 | |||
I believe local restaurants use authentic, local ingredients in their dishes. | 0.671 | |||
Consumer self-expansion | 0.835 | 0.835 | 0.460 | |
Eating at local restaurants gave me a broader perspective on things. | 0.663 | |||
Eating at local restaurants helps me learn new things. | 0.594 | |||
Eating at local restaurants increases my knowledge. | 0.624 | |||
Eating at local restaurants makes me more aware of my surroundings. | 0.729 | |||
Eating at local restaurants gives a positive boost to my sense of self. | 0.688 | |||
Eating at local restaurants allows me to discover more about who I am as a person. | 0.756 | |||
Local restaurant preference | 0.789 | 0.790 | 0.431 | |
I always think about the local restaurants I’ve visited when I want to eat local food. | 0.603 | |||
I often think about the local restaurants I’ve visited because they meet my needs better than other restaurants. | 0.663 | |||
I tend to think about the local restaurants I’ve visited more than other local restaurants when deciding where to go. | 0.636 | |||
I am more interested in trying other food items at the local restaurants I have visited than at other local restaurants. | 0.697 | |||
I have no intention of visiting any local restaurant other than the ones I’ve already visited. | 0.678 | |||
Positive WOM | 0.801 | 0.799 | 0.444 | |
I would recommend a local restaurant I have visited to others. | 0.677 | |||
I will encourage friends and relatives to visit local restaurants I have been to before. | 0.682 | |||
I will share stories and experiences about local restaurants I have visited with my friends and relatives. | 0.615 | |||
I only share good stories about the local restaurants I visit. | 0.660 | |||
I always defend a local restaurant I’ve visited when others say something negative about it. | 0.695 | |||
Intention to visit local restaurants | 0.756 | 0.757 | 0.510 | |
I intend to visit local restaurants in provinces that support food tourism in the near future. | 0.728 | |||
I will return to local restaurants in provinces that support food tourism. | 0.687 | |||
I plan to visit local restaurants in provinces that support food tourism within the next three years. | 0.726 |
Constructs | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
1. Perceived authenticity | 1.000 | ||||
2. Consumer self-expansion | 0.711 | 1.000 | |||
3. Local restaurant preference | 0.644 | 0.794 | 1.000 | ||
4. Positive WOM | 0.692 | 0.759 | 0.771 | 1.000 | |
5. Intention to visit local restaurants | 0.655 | 0.726 | 0.724 | 0.750 | 1.000 |
Mean | 6.369 | 6.315 | 6.301 | 6.367 | 6.314 |
Hypothesis | Path | Standardized Estimates | t-Value | Results |
---|---|---|---|---|
H1 | Perceived authenticity → Self-expansion | 0.902 ** | 37.855 | Supported |
H2 | Perceived authenticity → Local restaurant preference | 0.108 n.s. | 0.895 | Not supported |
H3 | Self-expansion → Local restaurant preference | 0.870 ** | 7.562 | Supported |
H4 | Local restaurant preference → Positive WOM | 0.976 ** | 69.29 | Supported |
H5 | Local restaurant preference → Intention to visit local restaurants | 0.949 ** | 51.173 | Supported |
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Wareebor, S.; Suttikun, C.; Mahasuweerachai, P. Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tour. Hosp. 2025, 6, 123. https://doi.org/10.3390/tourhosp6030123
Wareebor S, Suttikun C, Mahasuweerachai P. Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tourism and Hospitality. 2025; 6(3):123. https://doi.org/10.3390/tourhosp6030123
Chicago/Turabian StyleWareebor, Sukanya, Chompoonut Suttikun, and Patcharaporn Mahasuweerachai. 2025. "Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand" Tourism and Hospitality 6, no. 3: 123. https://doi.org/10.3390/tourhosp6030123
APA StyleWareebor, S., Suttikun, C., & Mahasuweerachai, P. (2025). Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tourism and Hospitality, 6(3), 123. https://doi.org/10.3390/tourhosp6030123