Vol 06-2

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Open Access
Structuring Tourists’ Intention on Local Food Purchase: Testing Mediating Effect of Satisfaction
(North South University, 2016-06) Muhammad Sabbir Rahman; Mehdi Hussain; Md. Aftab Anwar; Mohammad Mahboob Rahman
This study aims to examine the factors influencing the tourists’ purchase intention of local food by testing the mediating effect of satisfaction. The research employed a self-administered questionnaire of 250 foreign tourists from the major cities in Malaysia. The resulting data were analysed with confirmatory factor analysis (CFA) and structural equation modeling (SEM) techniques. The result of the data analysis revealed that the mediation effect of tourists' satisfaction plays a partial mediation role in between service quality and purchase intention of the local foods. Interestingly, all the direct relationships were also accepted. The results from this study can be used for looking in-depth nature of service quality, customer satisfaction and their purchase intention under the perspective on food tourism. Thus, the findings of this research may assist the ministry of tourism, higher education scholar and professional bodies to understand in details about the issues of service quality and customer satisfaction under the context of tourists’ purchase intention of local foods.