The Effect of Food Neophobia and Motivation on Ethnic Food Consumption Intention: An Empirical Evidence From Jammu Region

The awareness and trying of ethnic food have augmented due to the developing and exchange of trade, also due to tourist traveling opportunities and movement of people across the globe. Many people consume ethnic cuisines for the appreciation of the culture and taste. Hence, ethnic food is emerged as a growing trend in present times and it continues to add with mainstream menus in many restaurants in the west (National Restaurant Association, 2015). Present study examines the tourists’ consumption intention of ethnic food, food-related personality traits (food neophobia) and as well as food motivation, influence of tourists’ reluctance to try ethnic food. The Jammu & Kashmir is well-known for its traditional or ethnic foods. Each region of Jammu & Kashmir has its own distinctive and customary foods influenced by the climatic conditions & customs, which is not less than a treasure for the food lovers. The findings show that tourists’ ethnic food consumption intention effectively explains tourists’ motivations toward local food. The results also show that food neophobia impact on tourists’ intentions to consume ethnic food at a destination. This study tries to provide insights to consider promotional activities related to local or ethnic food.