The effect of multiple values of tourists' food consumption on the image of the studied tourist destination of Qazvin city

Currently, tourism is one of the fastest-growing industries in the world, which has provided the possibility of economic development for many regions of the world. While traveling and staying, tourists choose authentic local foods to test their taste buds with a new taste and even get close to the culture of the tourist area. This provides them with a good experience and adds value to their choice of destination. Food tourism has grown rapidly in recent years. Multiple values are important for tourists when consuming the foods of a tourist destination. The present research was conducted to investigate the effect of local food consumption values by tourists on the image they have of the tourist destination. This research was descriptive and survey-based in terms of practical purpose and data collection method by Cross-sectional data. Its data collection tool was a standard questionnaire taken from two articles by Cho and Kim (۲۰۱۸) and Soltani et al. (۲۰۲۰). The statistical population of this research includes all tourists who have once eaten the local cuisine of Qazvin. Due to the unlimited statistical population, the online questionnaire sent during the research period provided the possibility of examining ۱۱۳ acceptable samples. Data analysis using correlation analysis showed that the components of local food consumption value in Qazvin city have a positive and significant effect on tourists' image of Qazvin city.

کلیدواژه ها:

food consumption values ، destination image ، Qazvin ، tourism