Evaluating the Antecedents of Tourists’ Behavioural Intentions Towards Food Preferences in Goa, India: The Mediating Role of Food Aesthetic Experience

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Abstract
Food tourism is growing in travel experiences, with tourists increasingly drawn to culturally authentic and aesthetically engaging food. Understanding the psychological and experiential factors shaping these preferences is crucial for enhancing tourist visit intentions. Therefore, this study examines the factors such as attitudes (ATT), subjective norms (SN), perceived behavioural control (PBC), and food aesthetic experience (FAE) that influence tourists’ behavioural intentions towards food preferences (BIFP) in Goa, India. The research extends the theory of planned behaviour (TPB) by incorporating food aesthetic experiences as a mediating factor. A quantitative approach was employed, involving a structured questionnaire based on a five-point Likert scale, administered to 217 tourists visiting Goa, India, who were selected through a random sampling method. Data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Results show that attitudes, subjective norms, perceived behavioural control, and food aesthetic experience significantly influence tourists’ behavioural intentions towards food preferences. Food aesthetic experience emerged as a strong mediator, particularly between attitudes, perceived behavioural control, and tourists’ behavioural intentions towards food preferences. These findings highlight the role of sensory appeal in shaping culinary choices. The study concludes that a holistic approach, supported by cultural education and stakeholder collaboration, can enrich tourist experiences and support food tourism development.

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