Evaluating the Antecedents of Tourists’ Behavioural Intentions Towards Food Preferences in Goa, India: The Mediating Role of Food Aesthetic Experience

Abstract

Food tourism is growing in travel experiences, with tourists increasingly drawn to culturally authentic and aesthetically engaging food. Understanding the psychological and experiential factors shaping these preferences is crucial for enhancing tourist visit intentions. Therefore, this study examines the factors such as attitudes (ATT), subjective norms (SN), perceived behavioural control (PBC), and food aesthetic experience (FAE) that influence tourists’ behavioural intentions towards food preferences (BIFP) in Goa, India. The research extends the theory of planned behaviour (TPB) by incorporating food aesthetic experiences as a mediating factor. A quantitative approach was employed, involving a structured questionnaire based on a five-point Likert scale, administered to 217 tourists visiting Goa, India, who were selected through a random sampling method. Data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Results show that attitudes, subjective norms, perceived behavioural control, and food aesthetic experience significantly influence tourists’ behavioural intentions towards food preferences. Food aesthetic experience emerged as a strong mediator, particularly between attitudes, perceived behavioural control, and tourists’ behavioural intentions towards food preferences. These findings highlight the role of sensory appeal in shaping culinary choices. The study concludes that a holistic approach, supported by cultural education and stakeholder collaboration, can enrich tourist experiences and support food tourism development.

1. Introduction

The tourism industry is growing rapidly and has begun utilising food to attract visitors and differentiate itself from other destinations by highlighting unique culinary traditions (Sthapit, 2017). Food has become a vital tool for enhancing the appeal of destinations, adding value to the area, and stimulating the local economy. It allows destinations to thrive by showcasing their local food, culture, and products while strengthening their brand image (Kovalenko et al., 2023). Such food tourism has grown in many countries, including the Philippines, the UK, the United States, Malaysia, and India (Ali et al., 2016; Everett & Slocum, 2013; Juan et al., 2014; Kalaw, 2023; Kumar, 2024; Linnes et al., 2023; P. Singh & Najar, 2020).

The terms “food” and “tourism” are closely linked and have attracted growing research interest (Ottenbacher & Harrington, 2013). Terms such as “culinary tourism”, “gastronomic tourism”, and “gourmet tourism” are often used interchangeably to describe food tourism (Rongala & Bellamkonda, 2023). Over the years, researchers have provided various definitions of this concept. Hall and Sharples (2004) defined food tourism as “tourist visitation activities to primary and secondary food producers, food festivals, restaurants, specific locations for which food tasting, experiencing the attributes of specific food production regions are the primary interests and motivating factors for travel”. Similarly, Presenza and Iocca (2012) described food tourism as “a travel behaviour motivated by a desire to experience certain foods”. Further, Bertella (2011) referred to food tourism as “a form of tourism where food is one motivating factor for travel”. Although the definition of local food remains inconsistent, tourists generally favour it over conventional food, associating it with uniqueness, authenticity, and high quality.

Food travellers are deeply motivated to discover local cuisines and beverages while actively participating in gastronomic experiences. For them, food tourism extends beyond simply enjoying a meal; it is a journey into the past. They seek authenticity, tradition, culture, and the historical background of local products, various food establishments, and culinary destinations (Angelakis et al., 2022). These travellers are enthusiastic about experiencing local cuisine, embracing unfamiliar flavours, learning traditional cooking techniques, and actively participating in the preparation of regional dishes, making them integral participants in cultural and culinary tourism. They appreciate engaging food stories and narratives, show strong awareness of sustainability issues, enjoy connecting with local producers and residents, cooking, experimenting, learning, researching, and writing about food and aspire to immerse themselves in local culture and the way of life (Angelakis et al., 2022; Gaonkar & Sukthankar, 2024a, 2025a; Kivela & Crotts, 2006).

Savouring local cuisine is both essential and enjoyable during travel. It infuses the experience with distinct flavours and often becomes a cherished memory. At times, food is not merely a casual aspect of the trip but a significant factor in selecting a destination, motivating travellers to organise their next food journey (Cohen & Avieli, 2004). Tourists should eat when they visit new places, as the local cuisine can provide a unique and memorable dimension to their journey (Quan & Wang, 2004). Many tourists love trying different foods while travelling, allowing them to discover new flavours and culinary experiences, which becomes an essential part of tourism (Chi et al., 2013).

Food has evolved from merely meeting basic needs to enhancing the travel experience and fostering an understanding of local cultures through traditional cuisines (Wijaya et al., 2017). International organisations continually seek innovative tourism concepts to attract visitors and expand into new markets. One popular idea is gastronomy tourism, which emphasises food, wine, and dining as integral components of the travel experience, and promotes destinations by showcasing their unique culinary offerings and local beverages (Rita et al., 2023). For a country to succeed in gastronomic tourism, visitors must perceive its cuisine as both valuable and authentic. When a country’s traditional dishes gain global recognition, they can achieve international fame (Miocevic & Mikulic, 2023).

India is rapidly emerging as a key player in the global market landscape. Historically, food tourism research has mainly concentrated on developed economies, while emerging markets like India present distinct dynamics in consumer behaviour, market segmentation, and brand equity (Sheth, 2011). With its rich culinary heritage and diverse food traditions spanning various regions, India has witnessed the rise of domestic culinary tourism as a growing niche. Indian destinations can leverage food tourism as a major attraction, positioning the country as a leader among emerging markets in this sector (Williams et al., 2014). Among these destinations, Goa, India, stands out as a vibrant example of how regional cuisine can drive tourism and celebrate cultural fusion.

In Goa, the diverse culinary tradition, shaped by centuries of Portuguese and Indian influences, attracts many visitors. The traditional dishes of Goa, recognised for their delicious seafood, coconut-based curries, and an array of local spices, offer a distinct gastronomic journey that enhances tourists’ satisfaction. Signature dishes such as Goan fish curry, bebinca, vindaloo, and feni (a local liquor made from cashew apples) act as cultural icons, representing Goa’s history and identity (Kamat, 2010). Despite its rich culinary heritage, Goa faces various obstacles in preserving and promoting its traditional cuisine within the tourism industry. One of the main challenges is the occurrence of global and non-local cuisines in tourist areas. Numerous restaurants and shacks prioritise offering Chinese, Continental, and North Indian dishes to meet the varying tastes of visitors. Consequently, authentic Goan cuisine is frequently overlooked, diminishing the chances for tourists seeking a genuine local culinary experience (Kamat, 2010). This trend affects the availability of traditional dishes, shifting the emphasis away from Goan gastronomy as a significant tourist attraction.

Another significant issue is the commercialisation and erosion of authenticity in traditional Goan cuisine. While some small, family-operated restaurants serve genuine local dishes, they often find it challenging to compete with more prominent, tourist-oriented eateries that offer more globally recognised foods. As a result, many visitors are deprived of the opportunity to experience the rich and varied food culture of Goa. Many visitors, particularly domestic travellers, are unfamiliar with Goan cuisine beyond well-known dishes like fish, curry, and rice. Limited marketing efforts to educate tourists about the uniqueness of Goan gastronomy result in many guests opting for familiar food options instead of exploring the region’s rich culinary traditions. The absence of effectively promoted food trails, culinary experiences, and guided food tours further restricts exposure to traditional cuisine (Ransley, 2012).

Furthermore, despite the growing importance of food in shaping travel experiences, tourist behaviour remains insufficiently understood in relation to food choices, which are influenced by a complex set of motivations and decision-making processes. S. Kim et al. (2020) noted that food tourism attractions should prioritise thoughtful and engaging interpretive design. Incorporating more sensory-based interpretation into exhibitions can heighten the tasting experience that follows and shift ingrained food behaviours often linked to specific personality traits that might otherwise limit food choices. This is especially relevant for food tourists, who tend to be more open, enthusiastic, and adventurous when trying new culinary experiences, despite lifelong social and personal influences shaping their food preferences. Recognising the significance of tourist behaviour, the study primarily aims to examine tourists’ behaviour intentions related to food preferences (BIFP) at tourist destinations.

Over the past decade, the theory of planned behaviour (TPB) emerged as a dominant framework for examining the wide range of tourism-related behaviour. It has been applied to study the food-choice intentions (Shin & Hancer, 2016), travel intention during COVID-19 (Sukthankar & Gaonkar, 2022), youth tourism (Preko et al., 2019), and cultural tourism (Gaonkar & Sukthankar, 2024b; Shen et al., 2009). Recent studies by Arya et al. (2024) and R. Singh et al. (2024) have also extended the TPB by incorporating and validating additional variables, reflecting the evolving complexity of tourist behaviour. However, despite these developments, limited attention has been given to integrating aesthetic food experiences into the TPB framework, indicating a need for further research in this area. Therefore, focusing on Goa, a region known for its distinct culinary heritage yet underrepresented in academic research, this study aims to further validate and extend the TPB framework in the context of food tourism by examining the key factors that influence tourists’ behavioural intention towards food preferences for traditional Goan cuisine. Ultimately, the research aims to bridge significant gaps in the literature while contributing both theoretical and practical knowledge to support local culinary tourism initiatives. Studying food tourism within the Goan context can enrich the existing body of knowledge by offering new perspectives from emerging economies. The research offers a more holistic understanding of culinary choice by examining attitudes (ATT), subjective norms (SN), perceived behavioural control (PBC), and food aesthetic experiences (FAE). Furthermore, this study also analyses the mediating role of the food aesthetic experience in the relationship between attitude, subjective norms, perceived behavioural control, and behavioural intention towards food preferences.

The structure of this paper is as follows. Section 1 presents the introduction of the study. Section 2 outlines the theoretical background and the development of hypotheses. Section 3 describes the research methodology, including instrument development, data collection, and analysis methods. Section 4 deals with the results and analysis. Section 5 highlights the findings and discusses their implications. Finally, Section 6 provides conclusions and limitations and suggests directions for future research.

2. Theoretical Framework and Hypotheses Development

2.1. Theoretical Framework

Many studies have examined the characteristics of food tourism to assess their influence on decisions such as destination selection, choice of dining establishments, and food-related behaviours during travel. Angelakis et al. (2022) developed a conceptual framework for food tourism management to understand tourists’ behavioural intentions better, incorporating both demand and supply perspectives. While the TPB, which focuses on attitudes, subjective norms, and perceived behavioural control, offers a valuable foundation, the complex and multidimensional nature of food tourism requires an expanded model. The TPB, introduced by Ajzen (1985), builds upon the earlier theory of reasoned action (TRA) formulated by Ajzen and Fishbein (1970, 1980). TPB provides a clear framework for understanding and forecasting human actions by focusing on beliefs and attitudes (Ajzen, 1991). It suggests that a person’s behaviour is mainly driven by their intention to carry out that behaviour. This intention is shaped by three key factors: attitude towards the behaviour, subjective norms, and perceived behavioural control. Each factor is influenced by specific underlying beliefs: behavioural beliefs guide attitude, normative beliefs shape subjective norms, and control beliefs determine perceived behavioural control.

This theory has gained broad acceptance and is frequently applied in studies examining food-related behavioural choices and intentions. Researchers have consistently considered TPB a solid foundation for analysing and predicting behavioural outcomes. Balıkçıoğlu et al. (2022) confirmed that attitudes, perceived control, and social expectations, especially when paired with responsible behaviour, significantly shape tourists’ intentions to consume local cuisine, supporting TPB. Similarly, Komariah et al. (2020) found that attitude, social influence, and behavioural control significantly affect tourists’ intention to consume traditional food, with behavioural control being the strongest factor. Meanwhile, Prapasawasdi et al. (2018) emphasised that tourists’ attitudes, social norms, and perceived value positively influence their perception of local food. However, this study adopts the TPB framework and extends it by incorporating the importance of food aesthetic experiences. This enhancement allows for a more comprehensive understanding of the influencing factors from both the demand and supply sides of the tourism equation. Therefore, based on the extended TPB framework, this study explores the relationships among food aesthetic experiences, attitudes, subjective norms, perceived behavioural control, and behavioural intentions towards food preferences. These components of the extended TPB serve as key predictors of tourists’ behavioural intentions in the context of food tourism.

2.2. Hypotheses Development

2.2.1. Behavioural Intentions Towards Food Preferences at Tourist Destinations (BIFP)

In the growing field of food tourism, understanding what has already been studied regarding behavioural intentions towards food preferences is essential for further progress. Therefore, this literature review explores key concepts and significant findings from previous studies. The behavioural intention to travel is an individual’s expected or planned future behaviour (Çelik & Dedeoğlu, 2019). It indicates consumers’ positive reviews, recommendations to other consumers, repurchasing of products and services, and increased spending. The intention to travel is related to the desire to travel (Wachyuni & Kusumaningrum, 2020). Tourists’ behavioural intentions are crucial in influencing their choice of travel destinations. This area remains significant in tourism research, as positive behavioural intentions are often linked to increased tourist loyalty (Prayag et al., 2013).

It is proposed that behavioural intention is the closest predictor of actual behaviour in the TPB framework, shaped by three cognitive components: attitude, subjective norms, and perceived behavioural control. The influence of each factor depends on the value an individual assigns to it regarding the behaviour (Ajzen, 1991). Generally, the greater a person’s intention to act, the higher the likelihood that the behaviour will be carried out. According to Ajzen and Fishbein (2000), assessing behavioural intention offers predictive insight into future actions, emphasising intention rather than the behaviour itself. Recent empirical studies have increasingly focused on understanding the behavioural intentions of tourists about their food preferences, recognising food as a key element of the travel experience (Angelakis et al., 2023; Birch & Memery, 2020; Komariah et al., 2020; Levitt et al., 2019).

Numerous researchers have also examined various dimensions and their relationship with behavioural intentions towards food (Bagozzi et al., 2000; B. Lin et al., 2023; Pawlak & Malinauskas, 2008; Prayag et al., 2013; Wong & Mullan, 2009). For instance, Pawlak and Malinauskas (2008) and Wong and Mullan (2009) have explored how consumers’ attitudes, subjective norms, and perceived behavioural control, key components of the TPB, influence their willingness to try local or unfamiliar foods. These works highlight that consumers and tourists’ desire for novelty, cultural immersion, and authentic experiences shapes their food-related choices. Gupta and Sajnani (2020), Sthapit (2017), and Sthapit et al. (2019) have explored how perceived food authenticity and past food experiences influence tourists’ behavioural intentions.

Additionally, cultural and rural sustainability have become an emerging theme in this area of tourism (Gaonkar & Sukthankar, 2024a, 2025b), with some researchers examining how tourists’ values and awareness of sustainable practices influence their food choices while travelling (Linnes et al., 2023; Torres, 2002). Together, these studies contribute to the growing body of literature that highlights the complexity and importance of food-related behavioural intentions in tourism, offering valuable insights for destination marketers, hospitality providers, and policymakers seeking to enhance the culinary appeal of their destinations.

Therefore, this study adopts behavioural intention as the outcome variable, shaped by food aesthetic experience, attitude, subjective norms, and perceived behavioural control. This review also highlights the importance of understanding food tourism as a cultural and economic activity, as well as a behavioural phenomenon. To enhance the theoretical foundation and provide a more comprehensive framework, this study incorporates the concept of food aesthetic experience, which encompasses the sensory, emotional, and visual appeal of food encounters. By doing so, the review lays the groundwork for a well-informed investigation that goes beyond traditional models and reflects the multidimensional nature of food tourism behaviour.

2.2.2. Food Aesthetic Experience (FAE)

The food aesthetic experience significantly enhances the overall travel journey by offering travellers a sensory and artistic appreciation of local cuisine, which not only deepens cultural engagement but also supports the sustainable development of destinations through culinary innovation and heritage preservation (Kivela & Crotts, 2006; Y. C. Lin et al., 2011). Jiménez Beltrán et al. (2016) contend that tourists experience local food not only by taste but also through its presentation, aroma, and the way it engages all their senses, including sight, smell, and touch. When tourists have a favourable and gratifying food experience, it often leads to the formation of deep and lasting memories associated with the pleasurable occasion (Zhu et al., 2024). These experiences help strengthen tourists’ favourable perceptions of the local cuisine. They can lead to beneficial outcomes, such as increased satisfaction and a stronger intention to return to the destination (Ji et al., 2016). Moreover, food experiences drive travel motivation, influence decision-making, and enhance a destination’s appeal. Therefore, it is essential for destination marketing organisations and managers to carefully examine tourists’ experiences with local food to boost competitiveness and build visitor loyalty (Zhu et al., 2024).

Studies on food tourism in Africa have shown that international travellers’ dining experiences and behavioural responses are shaped by how they perceive the qualities and worth of local cuisine (Badu-Baiden et al., 2022). Visitors who assign a higher value to their food experiences are more likely to consider revisiting the destination (Gupta & Sajnani, 2020; Konuk, 2019). Horng and Hsu (2020) have systematically analysed the components of aesthetic dining experiences by categorising various dining stimuli, emphasising the integration of sensory elements that collectively shape the overall perception of food aesthetics. Similarly, Gupta and Sajnani (2020) have revealed that there exists a significant influence of overall experience on behavioural intention towards street food. Contrastingly, R. Singh et al. (2024) have observed that the aesthetic experience of food consumption, characterised by sensory appeal, visual presentation, and artistic elements, does not significantly influence tourists’ behavioural intentions, even when analysed within the framework of the extended TPB. Despite the growing emphasis on food aesthetics experience in tourism marketing, their findings suggest that such experiences may enhance immediate satisfaction but do not necessarily translate into future behavioural outcomes such as revisit intention, positive word-of-mouth, or destination loyalty. Therefore, further investigation is needed into how food aesthetic experience influences their intention, particularly how sensory and visual appeal may translate into long-term actions like revisit intention. Therefore, the hypothesis is proposed as follows:

H₁: 

The food aesthetic experience of tourists significantly influences their behavioural intentions towards food preferences at tourist destinations.

2.2.3. Attitude (ATT)

Attitude towards food refers to how individuals perceive food (Hussain et al., 2023). Almansouri et al. (2022) and Soltani et al. (2021) highlight that this attitude includes factors such as quality, taste, authenticity, uniqueness, and the variety of food. Additionally, a tourist’s willingness to explore new food options plays a significant role in their desire to engage with local cuisine. Choe and Kim (2018) defined attitude towards food as “an overall evaluation influenced by preferences, emotional reactions, and the enjoyment derived from experiencing local food”. A positive attitude towards local cuisine can lead to favourable behavioural intentions, including the intention to return, try new dishes, and participate in food-related activities (Soltani et al., 2021). When driven by the perceived value of food consumption, these positive intentions can manifest in behaviours like trying local dishes, recommending them, or revisiting culinary destinations (Choe & Kim, 2018). Research by Hussain et al. (2023) and Rousta and Jamshidi (2020) also supports the notion that a positive attitude towards local food enhances behavioural intentions. Therefore, we propose the following hypothesis:

H₂: 

The tourists’ attitude significantly influences their behavioural intention towards food preferences at tourist destinations.

2.2.4. Subjective Norms (SN)

Ajzen (1991) defines subjective norm as “the perceived social pressure to perform or not to perform the behaviour”. The influence of subjective norms has been widely explored in behavioural studies, particularly regarding food-related choices (Armitage & Conner, 2001; Wong & Mullan, 2009). Previous research has demonstrated that subjective norms strongly predict individuals’ intentions to consume specific foods. For example, Pawlak and Malinauskas (2008) identified subjective norm as the most significant factor influencing intention to increase fruit consumption. Similarly, Dean et al. (2008) found that social pressures play a crucial role in shaping intentions to purchase food products. Additionally, Bagozzi et al. (2000) reported that subjective norms affect consumer behaviour regarding fast-food restaurant visits. Despite variations in contexts, Ajzen (1991) emphasised that subjective norm remains one of the key determinants in explaining behavioural intentions. In light of this, the current study adopts subjective norm as a central construct to explore its relationship with behavioural intention, specifically regarding food preferences. Therefore, the following hypothesis is proposed:

H₃: 

Subjective norms significantly influence tourists’ behavioural intention towards food preferences at tourist destinations.

2.2.5. Perceived Behavioural Control (PBC)

Perceived behavioural control refers to “an individual’s sense of how easy or difficult it is to carry out a particular behaviour” (Ajzen, 1991). This construct is emphasised in the TPB because measuring the resources and opportunities available directly when attempting a specific action is challenging. These perceptions are shaped by an individual’s view of the resources and opportunities necessary to perform a behaviour and their evaluation of how crucial these resources are for achieving the desired outcomes (Ajzen & Driver, 1992). In the context of eating behaviours, numerous studies have explored the link between perceived behavioural control and the intention to perform certain actions (Armitage & Conner, 2001; Arya et al., 2024; Dean et al., 2008; R. Singh et al., 2024). Consuming local food offers multiple benefits to the destination, making it a valuable behaviour for many individuals. Recognising the importance of local food consumption can strengthen people’s intention to engage in such practices. Han et al. (2010) believed that it positively impacted their willingness to consume local cuisine. Based on these perspectives, the following hypothesis has been developed:

H₄: 

Perceived behavioural control significantly influences tourists’ behavioural intentions towards food preferences at tourist destinations.

2.2.6. Mediating Role of Food Aesthetic Experience (FAE)

Understanding food aesthetic experience is essential for tourism destinations aiming to better align with the preferences and expectations of their visitors. By identifying and analysing the key factors that shape food-related experiences, destinations can enhance their offerings, creating innovative and appealing culinary attractions that captivate tourists and also encourage repeat visits and sustained engagement (Sthapit et al., 2023; Wang et al., 2023). Furthermore, an in-depth exploration of indigenous and local culinary practices offers valuable insights into how authentic food experiences influence tourist attitudes, satisfaction levels, and their likelihood of exhibiting positive behaviours, such as word-of-mouth promotion and repeat travel (B. Lin et al., 2023). Prior research has underscored the role of food experience as an active and dynamic process that connects directly to tourists’ behavioural intentions (B. Lin et al., 2023; Luong & Long, 2025; Sthapit et al., 2019; Zhu et al., 2024). Rather than static, memory is an ongoing phenomenon through which individuals continuously interpret and assign meaning to past experiences (Wang et al., 2023). This makes food experiences a sensory engagement and a meaningful contributor to the overall narrative tourists construct about their journeys.

Given this growing recognition of food tourism, there has been a surge of interest from policymakers and industry practitioners in the domains of food, culinary, and gastronomy tourism (Sthapit et al., 2023; Wang et al., 2023). However, it is relatively underdeveloped as a field of academic study (Robinson & Getz, 2016). It is crucial for researchers and practitioners to critically examine how these food experiences indirectly contribute to tourists’ behavioural intentions, as this relationship has significant implications for tourism development and marketing strategies. Despite the growing body of literature on food tourism, a critical research gap persists, as very few studies have systematically investigated the mediating mechanisms through which food experiences influence tourist outcomes. Luong and Long (2025) have explored the mediating effect of food experience in the relationship between tourists’ attitudes and revisit intentions. In particular, the potential mediating role of food experiences in linking attitude, subjective norms, perceived behavioural control, and behavioural intention has not been adequately explored. Addressing this gap is essential for advancing theoretical understanding and providing practical insights into how destinations can strategically leverage food experiences to enhance tourist satisfaction and encourage repeat visitation. Therefore, the study proposes the following hypotheses:

H₅: 

The food aesthetic experience mediates the relationship between tourists’ attitudes and their behavioural intention towards food preferences at tourist destinations.

H₆: 

The food aesthetic experience mediates the relationship between tourists’ subjective norms and their behavioural intention towards food preferences at tourist destinations.

H₇: 

The food aesthetic experience mediates the relationship between tourists’ perceived behavioural control and their behavioural intention towards food preferences at tourist destinations.

As illustrated in Figure 1, the conceptual framework outlines the relationships among these factors and how they collectively influence tourists’ intentions to revisit food destinations. Specifically, it also explores the behavioural intentions of food tourists by considering the mediating role of food aesthetic experiences between attitudes, subjective norms, perceived behavioural control, and behavioural intentions towards food preferences.

R. Singh et al. (2024) validated the extended TPB in Jammu and Kashmir, demonstrating that attitude, social influence, and perceived behavioural control significantly impact tourists’ intentions to try traditional food. Similarly, Arya et al. (2024) confirmed the role of social norms and perceived behavioural control in shaping sustainable food consumption. Through the extended model of TPB, the research aims to enhance the understanding of the various drivers influencing tourists’ intentions towards food preferences. It will offer practical guidance for stakeholders to align food-based tourism products with visitor preferences.

3. Materials and Methods

3.1. Study Area

Goa, a highly sought-after tourist destination in India, is renowned for its unspoiled beaches, vibrant nightlife, rich cultural heritage, and distinctive Indian and Portuguese influences. The state is divided into North and South Goa, each offering distinct experiences. North Goa is famous for its lively beaches and bustling markets, while South Goa features tranquil landscapes and upscale resorts.

Tourism is vital to the state’s economy and essential in generating revenue and providing employment opportunities. In 2022–2023, the state’s gross domestic product (GDP) accounted for approximately 16.43% of India’s total GDP (Directorate of Planning, Statistics and Evaluation—DPSE, 2023c). The state attracts numerous visitors from within India and abroad, who come for leisure, adventure, cultural heritage, and culinary experiences. The foreign tourist arrival in Goa in 2021–2022 was approximately 0.32 lakh (Directorate of Planning, Statistics and Evaluation—DPSE, 2023c), increasing to approximately 2.92 lakh in 2022–2023 (Directorate of Planning, Statistics and Evaluation—DPSE, 2023a, 2023b). Similarly, the domestic tourist arrival in 2021–2022 was 34.09 lakh (Directorate of Planning, Statistics and Evaluation—DPSE, 2023c), which has increased to approximately 76.69 lakh in 2022–2023 (Directorate of Planning, Statistics and Evaluation—DPSE, 2023a, 2023b). This surge in tourist arrivals has spurred growth in various sectors, including hospitality, food and beverage, transportation, and local handicrafts, establishing tourism as the backbone of Goa’s economic framework.

Although Goa is chiefly recognised for its sun, sand, and beaches, there has been a growing interest in cultural and heritage tourism, with travellers increasingly seeking genuine local experiences, such as traditional Goan dishes, music, and festivals (Ransley, 2012). One of the most prominent tourist attractions in Goa is its rich and diverse cuisine, deeply influenced by over 450 years of Portuguese rule and traditional Saraswat culinary practices. The fusion of Indian spices with European cooking techniques has given rise to unique flavours that distinguish Goan cuisine from the rest of the world. Coconut, tamarind, spices such as black pepper and chilli, and the influence of Portuguese dishes like Vindaloo and Bebinca make Goan cuisine a fascinating blend of cultures and flavours.

Goa is chosen as the study area due to its reliance on tourism and the significance of cuisine in enhancing the overall travel experience. The state provides an ideal setting for studying how traditional and indigenous food influences tourist satisfaction and loyalty. Additionally, Goa’s diverse culinary heritage and its appeal to many domestic and international tourists make it a prime location for exploring the connection between cuisine and sustainable tourism. This study is significant as it examines how travellers’ engagement with local food impacts their preferences and contributes to the state’s broader tourism economy, providing valuable insights for the future development of Goa’s tourism industry.

3.2. Source of Data Collection

The primary data was collected through a self-administered structured questionnaire with domestic and foreign tourists visiting the state during the study period. The various locations were selected to ensure a comprehensive representation of diverse tourist profiles and experiences. The locations included Old Goa, famed for its historical churches and colonial architecture; Shree Manguesh temple in Priol, a key hindu pilgrimage site; the Tropical spice plantation at Keri and Nandanvan spice farm at Ponda, which highlight Goa’s agricultural heritage; the jetty at Dona Paula, offering picturesque views and local folklore appeal; Divar island, a tranquil and culturally rich area accessible by ferry; Miramar beach in Panjim, a popular urban beach; Colva beach in Margao, known for its expansive shoreline and high tourist footfall; Baga and Calangute beach, most active and commercialised beaches; Agonda beach, appreciated for its peaceful and unspoiled natural environment; and Sinquerim fort, a coastal fortification providing both historical context and scenic vistas. These locations were deliberately selected to capture the diversity of tourist experiences, encompassing popular, historical, spiritual, ecological, and offbeat attractions. This ensured that the collected data reflected tourist motivations, behaviours, and preferences, particularly their engagement with Goan culture and traditional cuisine.

3.3. Questionnaire and Sampling Design

The questionnaire used in this study was carefully structured into two main sections to ensure the systematic collection of relevant information. The first section was designed to capture the demographic profile of the respondents, including variables such as gender, nationality, age, income group, and occupation. This data was essential for understanding the participants’ background and analysing patterns in tourist behaviour. The second section of the questionnaire focused on exploring tourists’ preferences and perceptions, specifically identifying the factors influencing their choices regarding traditional Goan cuisine. This section included questions related to food aesthetic experience, their attitude, subjective norms, perceived behavioural control, and behavioural intentions towards food preferences. The data was collected over seven months, from July 2024 to January 2025, to capture responses across tourist seasons, including the monsoon and peak holiday months. This allowed for a more comprehensive understanding of tourist behaviour across varying timeframes. The questionnaire was designed in English, considering its widespread usage among tourists. However, for respondents who required assistance, clarifications were provided verbally in Konkani or Hindi by the survey administrators to ensure an accurate understanding of the questions. All responses were recorded in English.

A random sampling method was employed for sampling design, which involved selecting tourists based on their availability and willingness to participate while maintaining a balance across key demographic segments. This approach was particularly effective for on-site data collection at tourist spots, allowing researchers to engage directly with a broad and diverse sample of visitors. Therefore, at the initial stage, 226 questionnaires were distributed randomly; of these, 223 questionnaires were returned by respondents. Upon detailed scrutiny and data cleaning, six responses were found invalid due to incomplete answers or inconsistencies in the provided information. These responses were excluded from the final dataset. Consequently, 217 valid responses were retained for the final analysis, forming the empirical basis for the study’s findings. This corresponds to a final response rate of 96.02%.

3.4. Constructs Measurement

The study identified five key constructs that shaped its conceptual framework: attitude, subjective norms, perceived behavioural control, food aesthetic experience, and behavioural intentions towards food preferences at tourist destinations. In this study, the Likert scale was used to assess participants’ views on various aspects of food tourism, which were presented through a series of statements under each construct. This study employed a 5-point Likert scale with response options from (1) strongly disagree to (5) strongly agree. Each construct was measured using a set of statements adapted from previous research. The attitude (ATT) construct was assessed using five statements from Angelakis et al. (2023), Arya et al. (2024), Birch and Memery (2020), and R. Singh et al. (2024). These statements reflect participants’ positive perceptions of consuming local food, such as viewing it as a good idea, finding it exciting, associating it with memories, enjoying learning about its origins, and feeling influenced by restaurants that promote local food.

The subjective norms (SN) construct also included five statements, drawing on the works of Angelakis et al. (2023), Arya et al. (2024), Birch and Memery (2020), and R. Singh et al. (2024). These items captured the social influence surrounding local food consumption, emphasising how people generally support it, how sharing experiences enhances social interactions, and how others expect them to try local cuisine, especially when travelling. Similarly, perceived behavioural control (PBC) was measured through five statements from Angelakis et al. (2023), Balıkçıoğlu et al. (2022), and R. Singh et al. (2024). These statements explored participants’ perceived ease and ability to consume local food, including their desire to dine at local restaurants, confidence in identifying local food options, and habitual openness to trying new food products.

The food aesthetic experience (FAE) was also represented by five statements, based on the studies of Soltani et al. (2021) and Tarinc et al. (2023). These statements capture the sensory and emotional experiences associated with dining at local restaurants, including the pleasantness of the environment, the harmony felt during visits, the distinct taste and aroma of dishes, the diverse textures in the food, and the inviting ambience that enhances the overall experience. Lastly, behavioural intention towards food preferences at tourist destinations (BIFP) was measured with five statements adapted from Arya et al. (2024) and R. Singh et al. (2024). These items reflected specific preferences for Goan cuisine, highlighting the appeal of traditional dishes, fresh local seafood, the unique blend of Portuguese influences, the combination of spices and coconut flavours, and the cultural heritage embodied in the region’s culinary offerings.

3.5. Data Analysis Tools and Techniques

The data was analysed using partial least squares–structural equation modelling (PLS-SEM) with the assistance of the SmartPLS 4 software. The PLS-SEM helps analyse complex relationships between variables within a theoretical framework and has been used by previous researchers (Arya et al., 2024; B. Lin et al., 2023; R. Singh et al., 2024). This method combines the strengths of confirmatory factor analysis (CFA) and multiple linear regression, allowing researchers to examine both measurement models (how variables are measured) and structural models (how variables are related) simultaneously.

4. Results

4.1. Demographic Profile of the Respondents

Table 1. Demographic profile of the respondents (N = 217).

Variable	Category	Frequency	%
Gender	Male	115	53
	Female	102	47
Type of Tourists	Foreign	121	56
	Domestic	96	44
Age (Years)	18–28	53	25
	29–38	78	36
	39–48	58	27
	49–above	28	12
Monthly Income (Rs)	Up to 50,000	63	29
	50,001–100,000	74	34
	100,001–150,000	56	26
	Above 150,000	24	11
Occupation	Student	18	8
	Employed	139	64
	Unemployed	4	2
	Retired	19	9
	Others	37	17

Source: Author’s work using primary data.

presents the demographic profile of 217 respondents, offering significant insights into the demographics of the travellers. Regarding gender distribution, 115 (53%) of the participants are male, while 102 (47%) are female. Concerning the type of tourists, 121 respondents (56%) are foreign tourists, while 96 (44%) are domestic tourists. This indicates that foreign visitors comprise a marginally more significant portion of the surveyed population.

When examining age distribution, the largest group of respondents is between the ages of 29 and 38, comprising 36% (78 respondents), followed by those aged 39 to 48, comprising 27% (58 respondents). Younger demographics, aged 18 to 28, comprise 25% (53 respondents), while only 12% (28 respondents) fall into the 49 years and older category. This suggests that most tourists are within the young to middle-aged adult range.

Regarding monthly earnings, the largest segment of respondents, 34% (74 respondents), earns between INR 50,001 and INR 100,000 each month. A slightly smaller proportion, 29% (63 individuals), earns up to INR 50,000, while 26% (56 respondents) are within the INR 100,001 to INR 150,000 range. Only 11% (24 individuals) report earnings above INR 150,000, indicating that most travellers belong to the middle-income category.

Regarding employment status, 64% (139 individuals) are employed, making this group the most predominant. About 17% (37 individuals) fall under the “others” category, which includes business owners or outworkers. Students and retired individuals account for 8% (18 respondents each) and 9% (19 respondents each). Only 2% (4 respondents) are unemployed. In summary, with 217 respondents, the survey reveals that most travellers are working professionals between 29 and 48 years old, earning a moderate to high income, with a slightly higher ratio of international travellers than domestic ones. This information provides essential insights into the demographic profile of the surveyed travellers.

4.2. Tourists’ Behavioural Intentions Towards Food Preferences at Tourist Destinations

The study’s primary aim is to identify the factors influencing tourists’ preferences regarding traditional Goan food. It examines how preferences are shaped by culture, food authenticity, the origin of ingredients, and traditional cooking techniques. The study also examines the complete eating experience, encompassing the restaurant’s ambience, level of service, and food presentation, to determine what attracts tourists to Goan cuisine.

Therefore, the results of PLS-SEM have been interpreted in two subsections: the measurement model and the structural path model. The measurement model was assessed using Cronbach’s alpha (CA), composite reliability (CR), and average variance extracted (AVE). To be deemed dependable, Cronbach’s alpha and CR must be above 0.70, indicating strong internal consistency. For the survey items to measure what they were intended to measure, the AVE should be at least 0.50. The structural path model was assessed through the P-value and the coefficient value. After careful ethical consideration and thorough analysis, certain weaker statements were removed to enhance the model’s robustness and strengthen its structure. Specifically, FAE1, FAE2, ATT4, ATT5, PBC1, SN4, SN5, and BIFP4 were eliminated from the constructs. These revisions improved the model’s reliability, validity, and effectiveness, producing more accurate and meaningful results.

4.2.1. Measurement Model

Table 2. Multicollinearity, reliability, and validity assessment.

Constructs and Statements	VIF	SL	CA	CR	AVE
Food Aesthetic Experience (FAE)
FAE3 <- The dish’s taste and aroma differ from what we prepare in my region.	2.424	0.895	0.860	0.914	0.780
FAE4 <- Local food includes different textures, such as creamy, crunchy, and smooth.	2.338	0.883
FAE5 <- Local food is often enjoyed in a setting with a warm and inviting ambience.	1.926	0.872
Attitude (ATT)
ATT1 <- Eating local food recalls memories.	1.797	0.853	0.796	0.880	0.711
ATT2 <- I enjoy learning about the origins of local food, including how it is grown.	1.848	0.870
ATT3 <- Promoting local food at restaurants positively influences my decision to dine there.	1.539	0.804
Perceived Behavioural Control (PBC)
PBC2 <- I possess the necessary resources, knowledge, and skills to determine whether a restaurant offers local food items.	1.903	0.827	0.852	0.900	0.693
PBC3 <- I can consume local food when visiting restaurants or local food vendors.	2.378	0.869
PBC4 <- I am confident that if I want, I can buy local food.	2.232	0.858
PBC5 <- I am constantly consuming new and different food products.	1.607	0.772
Subjective Norms (SN)
SN1 <- People generally support consuming local food.	1.768	0.842	0.830	0.898	0.747
SN2 <- I enjoy sharing my experiences with local products with others.	1.913	0.857
SN3 <- Tasting local products allows me to enjoy quality time with friends and family.	2.170	0.893
Behavioural Intention towards Food Preferences (BIFP)
BIFP1 <- I prefer trying traditional local dishes to experience the local culture.	1.785	0.816	0.843	0.895	0.680
BIFP2 <- Fresh, locally caught seafood makes local cuisine more attractive.	2.130	0.844
BIFP3 <- The combination of Portuguese flavours in local food makes it unique and exciting.	1.833	0.808
BIFP5 <- I prefer local cuisine because it reflects the region’s cultural heritage and traditions.	1.800	0.829

Source: Author’s work using primary data in SmartPLS 4. Note: VIF: variance inflation factor; SL: standardised loading; CA: Cronbach’s alpha; CR: composite reliability; AVE: average variance extracted.

presents a detailed assessment of the multicollinearity, reliability, and validity of the constructs used in the research. The VIF examines the multicollinearity among the items within a construct. It determines if the items are overly correlated with one another, which could skew the analysis. A VIF value below five is deemed acceptable (Hair et al., 2019). The values vary from 1.539 to 2.424, suggesting the absence of multicollinearity problems. This indicates that the items are not overly correlated, and each contributes distinctively to its designated construct.

Factor loading indicates how well each item reflects its underlying construct, with values above 0.70 considered adequate. The factor loadings indicated by standardised loadings range from 0.772 to 0.895, indicating that all items make significant contributions to their respective constructs. The CA measures the internal consistency of each construct, reflecting how closely the items correlate. The values range from 0.796 to 0.860, reflecting good internal reliability.

The CR values range from 0.880 to 0.914, indicating strong reliability for all constructs. Furthermore, the AVE reflects the extent to which a construct captures variance in the data. The AVE values range from 0.680 to 0.780, all of which exceed the threshold, demonstrating good validity and confirming that the constructs effectively represent the intended concepts.

Table 3. Discriminant validity–Fornell–Larcker criterion.

Constructs	FAE	ATT	BIFP	PBC	SN
FAE	0.883
ATT	0.599	0.843
BIFP	0.721	0.702	0.824
PBC	0.630	0.578	0.718	0.833
SN	0.548	0.681	0.710	0.679	0.864

Source: Author’s work using primary data in SmartPLS 4. Note: FAE: food aesthetic experience; ATT: attitude; PBC: perceived behavioural control; BIFP: behavioural intention towards food preferences; SN: subjective norms.

presents the Fornell–Larcker criterion, a tool used to assess discriminant validity and ensure that the constructs within the study are distinct. The values along the diagonal represent the square root of the AVE for each construct, while the values beneath the diagonal show the correlations between constructs. To confirm discriminant validity, the diagonal value (square root of AVE) should be greater than the correlation values in the same row and column (Fornell & Larcker, 1981).

The diagonal value for FAE is 0.883, which exceeds the correlations with other constructs (for instance, 0.599 with ATT and 0.721 with BIFP, among others). This suggests that FAE is distinct and satisfies the criteria for discriminant validity. Likewise, ATT has a diagonal value of 0.843, which is also higher than the correlations with the other constructs, reinforcing that attitude is unique. BIFP and PBC, with a diagonal value of 0.824 and 0.833, further indicate their distinct nature compared to the other constructs, as their correlations are lower. Lastly, SN, which has the highest diagonal value of 0.864, differs from all other constructs, as evidenced by its lower correlations.

Table 4. Discriminant validity–heterotrait–monotrait (HTMT) ratio.

Constructs	FAE	ATT	BIFP	PBC	SN
FAE
ATT	0.718
BIFP	0.845	0.849
PBC	0.734	0.702	0.842
SN	0.645	0.840	0.839	0.806

Source: Author’s work using primary data in SmartPLS 4. Note: FAE: food aesthetic experience; ATT: attitude; PBC: perceived behavioural control; BIFP: behavioural intention towards food preferences; SN: subjective norms.

shows the HTMT ratio, which is utilised to evaluate discriminant validity. It confirms that the constructs within the study are distinct from one another. The study shows that the HTMT ratios for all constructs remain below the critical threshold of 0.85 (Hair et al., 2019), which is generally accepted as indicative of strong discriminant validity.

4.2.2. Structural Path Model

Table 5. Path coefficients and testing of hypotheses.

Hypotheses	Relationship	Path Coefficient	T Statistics	p-Values	Inference
H1	FAE -> BIFP	0.314	5.986	<0.001	Supported
H2	ATT -> BIFP	0.223	3.526	<0.001	Supported
H3	PBC -> BIFP	0.239	3.261	<0.001	Supported
H4	SN -> BIFP	0.223	2.895	0.004	Supported

Source: Author’s work using primary data in SmartPLS 4. Note: FAE: food aesthetic experience; ATT: attitude; PBC: perceived behavioural control; BIFP: behavioural intention towards food preferences; SN: subjective norms.

and Figure 2 present the results of the path analysis, including the path coefficients, T-values, and P-values for the hypotheses tested in the study. An R² value of 0.713 indicates that 71.3% of the variation in tourists’ behavioural intentions towards food preferences can be explained by the factors included in the model, such as FAE, ATT, PBC, and SN. This suggests the model has strong explanatory power, and these factors are significant drivers of tourist behaviour. The findings support all four proposed hypotheses, indicating statistically significant relationships between the constructs and tourists’ food preferences for traditional cuisine. For H₁, which examines the influence of FAE on BIFP, the path coefficient is 0.314, suggesting a moderate positive relationship. The T-value of 5.986 and a highly significant p-value of <0.001 confirm that this relationship is statistically meaningful, supporting the hypothesis. H₂ assesses the effect of ATT on BIFP. A path coefficient of 0.223 indicates a moderate positive association. The T-value is 3.526, and the p-value is <0.001, affirming the relationship’s statistical significance, thus validating the hypothesis.

H₃ explores the impact of PBC on BIFP. The analysis reveals a path coefficient of 0.239, a T-value of 3.261, and a p-value of <0.001, confirming that the influence is positive and statistically significant, thereby supporting this hypothesis. Finally, H₄ investigates the relationship between SN and BIFP. The path coefficient of 0.223 reflects a moderately positive impact, with a T-value of 2.895 and a p-value of 0.004, indicating a statistically significant relationship and supporting the hypothesis.

4.2.3. Mediation Analysis

The mediation analysis results in

Table 6. The results of simple mediation analysis.

Relationship		DE (W/o Mediation)	SIE (p-Value)	TE (W/Mediation)	VAF Values	Inference	Remark
H5	ATT -> FAE -> BIFP	0.223	0.105 (0.002)	0.328	32.00%	Supported	Partial Mediation
		(<0.001)		(<0.001)
H6	SN -> FAE -> BIFP	0.223	0.014 (0.659)	0.237	-	Unsupported	No Mediation
		−0.004		−0.005
H7	PBC -> FAE -> BIFP	0.239	0.128	0.367	34.88%	Supported	Partial Mediation
		−0.001	(<0.001)	(<0.001)

Source: Author’s work using primary data in SmartPLS 4. Note: FAE: food aesthetic experience; ATT: attitude; PBC: perceived behavioural control; BIFP: behavioural intention towards food preferences; SN: subjective norms.

indicate varying mediation effects among the tested hypotheses. For H₅, examining the relationship between attitude (ATT) and BIFP via FAE reveals a direct effect (DE) of 0.223 (p < 0.001) that remains significant even without mediation. The specific indirect effect (SIE) is also significant at 0.105 (p = 0.002), while the total effect (TE) is significant at 0.328 (p < 0.001). The variance accounted for (VAF) is calculated at 32.00%, which suggests partial mediation. Thus, the mediation effect is supported, indicating that FAE partially mediates the relationship between ATT and BIFP.

For H₆, examining the relationship between subjective norms (SN) and BIFP via FAE, the direct effect remains significant at 0.223 (p = 0.004). However, the indirect effect is non-significant at 0.014 (p = 0.659), while the total effect is 0.237 (p = 0.005). Since the mediation path is insignificant, this suggests that there is no mediation for this relationship, and the hypothesis is therefore unsupported. Finally, for H₇, which explores perceived behavioural control (PBC) influencing BIFP through FAE, the analysis shows a significant direct effect of 0.239 (p = 0.001). The indirect effect is also significant at 0.128 (p < 0.001), and the total effect of 0.367 (p < 0.001) is also significant. The VAF value here is 34.88%, indicating partial mediation. Thus, the mediation effect is supported, indicating that FAE partially mediates the relationship between PBC and BIFP.

5. Discussion and Implications

5.1. Discussion

The study’s findings illuminate the relationship between food aesthetic experiences, attitudes, subjective norms, perceived behavioural control, and behavioural intention, emphasising the mediating role of food aesthetic experiences. The results utilise the extended TPB model to identify several key relationships among the assessed variables. Initially, the study thoroughly investigated the direct relation between food aesthetic experience and behavioural intention towards food preferences, discovering a significant relationship that supports H₁. The structural model exhibits a high level of congruence and demonstrates robust plausibility. These findings align with the previous studies, such as Gupta and Sajnani (2020), Y. G. Kim et al. (2009), R. Singh et al. (2024), and Zhu et al. (2024). Thus, it can be said that tourists seek authentic food experiences, and when their experiences are compromised, their visit intentions are reduced.

Additionally, the study’s findings indicated a significant relationship between tourists’ attitudes, subjective norms, and perceived behavioural control regarding their behavioural intention towards food preferences, thus supporting H_2, H_3, and H₄. Specifically, the positive association between these TPB constructs and behavioural intention reinforces the robustness of the TPB in explaining tourist food-related decisions. These results are consistent with prior research that has applied the TPB framework to tourism contexts. For instance, Arya et al. (2024) demonstrated that tourists’ attitudes, subjective norms, and perceived behavioural control collectively shape their behavioural intentions, particularly towards local food consumption. This underscores the multi-dimensional nature of decision-making among tourists, where social pressures and perceived ease of engaging in certain behaviours play a critical role alongside personal attitudes. Similarly, Han et al. (2010) reported that, among the TPB dimensions, attitude emerged as the strongest predictor of tourists’ environmentally responsible behaviour when selecting green hotels. This finding aligns with the present study’s results, which show that attitude significantly influences food preferences, suggesting that positive evaluations of food experiences can motivate tourists’ intentions to try local cuisines or sustainable food options. Furthermore, R. Singh et al. (2024) and Wong and Mullan (2009) confirmed the importance of TPB variables in predicting tourists’ destination choices. Their studies emphasise that subjective norms, perceived behavioural control, and attitude are vital in understanding tourist behaviour. This alignment with the current study highlights the applicability of the TPB across different tourism behaviour domains, including destination selection, accommodation preference, and food choice. Collectively, these parallels with the existing literature strengthen the argument that tourists’ behavioural intentions are not only individually driven but also shaped by social influences and perceived behavioural control. Thus, the present findings contribute to the growing body of knowledge affirming TPB’s effectiveness in predicting a wide range of tourist behaviours, including food preferences.

Furthermore, the study identified the mediating role of food aesthetic experience on attitude, perceived behavioural control, and behavioural intention towards food preference, thus supporting H₅ and H_7. This finding suggests that beyond the direct influence of attitude and perceived behavioural control, the sensory and aesthetic appeal of food experience plays a crucial role in enhancing tourists’ intention to engage with local or novel food options. This result aligns with previous research that emphasises the importance of aesthetic and sensory experiences in shaping tourist behaviour. For instance, Y. G. Kim and Eves (2012) highlighted that food visual appeal and presentation significantly influence tourists’ intention to try local cuisine, suggesting that aesthetic appreciation is a motivational driver. Similarly, Björk and Kauppinen-Räisänen (2016) found that the aesthetic dimension of food experiences contributes to memorable tourism experiences, which, in turn, positively affect tourists’ future behavioural intentions. In contrast, this study fails to discover how the food experience influences their intentions to indirectly share their experiences with peers, friends, and relatives, rejecting H₅. Thus, this study does not support the findings of Luong and Long (2025). He stated that several factors may help explain why local culinary experience may not directly influence revisit intention. They concluded that revisit intention is influenced by various factors beyond eating experiences.

Theoretically, this study contributes to the existing body of literature, extending the TPB by integrating food aesthetic experience as a mediating variable. While TPB has been widely applied to predict tourist behaviour, previous models have primarily focused on cognitive and social factors such as attitude, subjective norms, and perceived behavioural control. This study advances the TPB framework by incorporating sensory and experiential dimensions into the model, demonstrating that food aesthetic experience significantly mediates the relationship between these predictors and behavioural intention.

This integration offers a more holistic understanding of tourist food preference behaviour, acknowledging that tourists’ behavioural intentions are not solely shaped by rational evaluation and perceived control but are also deeply influenced by the sensory pleasure and aesthetic appeal of the food they encounter. Furthermore, this research responds to calls in the tourism literature for greater recognition of experiential variables in behavioural models, thus opening new avenues for future studies to explore other aesthetic and emotional factors that may enhance the predictive power of TPB in various tourism contexts.

5.2. Managerial and Practical Implications

For managers in the tourism and hospitality industries, these insights necessitate a more holistic approach to culinary service design. Firstly, staff training should emphasise not just hospitality skills but also cultural literacy. Frontline employees should be equipped to explain the stories behind dishes, recommend pairings, and offer meaningful narratives that enhance the dining experience. Secondly, collaborative efforts between tourism boards, local governments, chefs, and businesses can create cohesive culinary brands for destinations, positioning local cuisine as a central attraction rather than a secondary activity. Moreover, marketing campaigns should be segmented and personalised, targeting tourists based on psychological and social profiles. For instance, adventurous foodies may be drawn in by exotic flavours and cooking methods. At the same time, those influenced by social norms may respond better to content highlighting the popularity or trendiness of dishes. Lastly, infrastructure and policy support are also crucial in creating food districts. Investing in food festivals or supporting mobile food vendors can make local cuisine more accessible and attractive. The findings highlight that food tourism is about serving food and curating experiences that resonate with travellers’ senses, values, identities, and social environments. By adopting a comprehensive and culturally sensitive strategy, managers can significantly enhance tourist satisfaction, loyalty, and advocacy while promoting local food heritage and economic sustainability.

From a practical perspective, the study’s findings offer valuable insights for tourism stakeholders in Goa, a destination renowned for its vibrant culinary scene and rich cultural diversity. First, enhancing the aesthetic quality of food through plating, ambience, and even multisensory components like scent and texture can elevate the dining experience and stimulate interest in the local cuisine of Goa. Tourists are more likely to engage with visually striking or emotionally evocative food. In addition, destination managers and marketers should promote the incorporation of local gastronomy culture into tourists’ travel experiences to enhance the appeal of local food and promote the spread of local food culture.

Second, building positive attitudes towards local dishes can be achieved through pre-arrival marketing, storytelling, cooking classes, or guided food tours introducing the traditional meals’ origins, ingredients, and cultural significance. These initiatives help tourists feel more connected and invested in Goa’s culinary culture. Additionally, destination marketers can leverage social influence by collaborating with travel influencers, food bloggers, and satisfied tourists to share their positive experiences with Goan food across social media platforms. User-generated content, testimonials, and word-of-mouth endorsements can strengthen the perceived social norms around engaging with local food, thereby increasing behavioural intention among potential tourists. By positioning Goan food as a personal pleasure and a socially endorsed activity, tourism stakeholders can effectively encourage broader participation and deepen the culinary appeal of the destination. Third, facilitating perceived behavioural control ensures tourists feel empowered in their choices. This can involve multilingual menus, customisable dishes, allergy-friendly options, or user-friendly mobile ordering apps that increase accessibility.

Finally, the study found no significant mediating effect of food aesthetic experience on the relationship between subjective norms and behavioural intention towards food preferences. This suggests that while aesthetic appeal plays a crucial role in enhancing the influence of personal attitudes and perceived behavioural control, it does not significantly amplify the impact of social pressure on tourists’ food choices. Thus, the tourism practitioners in Goa who aim to leverage social influence to promote local food preferences should focus less on enhancing aesthetic presentation and more on strengthening social proof and communal endorsement. For example, encouraging group dining experiences, promoting testimonials from peer groups, and leveraging influencer marketing campaigns that highlight group consensus and shared cultural experiences may be more effective. Rather than relying solely on the sensory or visual appeal of Goan cuisine, marketing efforts should emphasise the social value and collective enjoyment of trying local food, positioning it as a socially rewarding and culturally immersive activity. By recognising that subjective norms operate through social validation rather than sensory appreciation, tourism stakeholders in Goa can design more targeted interventions to drive behavioural intention among tourists.

6. Conclusions, Limitations, and Future Scope

The study provides compelling evidence that food aesthetic experience, attitude, perceived behavioural control, and subjective norms play significant roles in influencing tourists’ food preferences. The theoretical framework confirms that each factor distinctly contributes to tourists’ culinary decision-making. These findings indicate that tourists’ food choices are shaped by more than just availability or taste; they are influenced by how the food looks and aesthetic, personal beliefs, and attitudes, the perceived ease or difficulty of choosing certain foods, and the influence of societal expectations. This comprehensive understanding highlights that tourists’ food choices during travel are shaped by a complex interplay of personal autonomy and the cultural environment, making culinary experiences individually meaningful and socially influenced.

The findings are relevant to destination marketers, hospitality providers, and experience designers aiming to enhance culinary tourism. The scope encompasses plans and policies aimed at enhancing the sensory appeal of food, fostering positive perceptions through storytelling and cultural education, and providing tourists with easily accessible dining options. It also emphasises leveraging social influence through digital and word-of-mouth channels. Furthermore, the study highlights the importance of collaborative efforts among tourism boards, local governments, chefs, and businesses in developing robust culinary brands. Its implications include staff training, marketing segmentation, policy development, and infrastructure improvement. It presents a comprehensive framework for crafting memorable and culturally rich dining experiences that resonate with tourists’ senses, identities, and social values.

This study has limitations. First, it focuses on culinary tourism in a specific region, which may affect the generalisability of the findings to other destinations. Second, while it examined psychological and social factors influencing tourist behaviour, it did not consider economic aspects. Third, the study did not include any controlled variables during the data collection process. Additionally, although the aesthetic food experience dimension is central to the study’s area, the questionnaire included a relatively limited number of statements addressing this aspect. Finally, the cross-sectional design captures tourist perceptions at a single point in time, limiting the ability to observe changes in attitudes or behaviours over the long term.

To build on the findings of this study, future research could explore several key areas. First, expanding the geographic scope beyond a single region would enhance the generalisability of results and allow for comparisons across diverse culinary destinations. Second, incorporating economic factors such as price sensitivity, spending behaviour, and cost-related decision-making could provide a more comprehensive understanding of tourist motivations. Further, future research may also consider expanding this dimension to capture a more comprehensive understanding of aesthetic factors. Third, future research should account for controlled variables, which may include duration of tourists’ stay and purpose of visit, to gain deeper insights into their effect on tourists’ behavioural intentions. Finally, adopting a longitudinal research design would help track changes in tourist attitudes and behaviours over time, capturing evolving trends in culinary tourism and offering more dynamic insights into tourist decision-making.