The Role of Destination Brand Personality on Tourist’ Motivation to Purchase Local Foods

Md Amran Hossain

doi:10.55927/wakatobi.v3i1.15526

Authors

Md Amran Hossain University of Kelaniya

DOI:

https://doi.org/10.55927/wakatobi.v3i1.15526

Keywords:

Tourist Destinations, Brand Image, Brand personality, Local Food Consumption, Motivation

Abstract

This research examines the interrelationship among the tourism destination impact to purchase local foods by mediating the brand personality. Basically, the food brand image significantly impacting to motivated to purchase local foods based on tourism attractions by following three objectives such as identifying the relationship between destination attractiveness, brand personality and motivation to purchase local foods, role of destination attractiveness to motivate purchase local foods and how does tourists destination brand personality image mediate to motivate to purchase local foods. There were five underlying factors being analyzed under destination attractiveness such as cultural, authentic, food health, sensory and physical excitement. Through an offline survey primary data has collected from 300 hundred local and international tourists from designated tourist zone. Basically, convenience sampling technique has used to obtain primary data & questionnaire designed and circulated among with respondents to get data. The finding confirms that the destination attractiveness and brand personality of image motivated to purchase local foods.

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References

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