Evaluating the Perceived Cuisine Image and its Relationship with Satisfaction and Behavioural Intention

The primary purpose of this study was to investigate the food perceived image, satisfaction, and behavioural intentions toward Jammu and Kashmir. Questionnaire was structured and distributed to customers who were dining at the ethnic restaurants. A total of 308 respondents participated in the study. The 'quality' and 'variety and authenticity' was recognized as the essential images of Indian's cuisine and on the other hand, the respondents were satisfied with the 'Core value' and 'food choices' of the Jammu and Kashmir cuisine and food. Structural equation model technique showed that food/cusine attributes satisfaction was significantly supported, and the satisfaction revealed a significant relationship with behavioural intentions.