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

mehrdad maleki verki¹ Mohammad Piri²

1) MA. Student, department of business management, faculty of literature and human sciences, Malayer University, Malayer, Iran.
2) Assistant Professor, Department of Business Administration, Faculty of Literature and Humanities, Malayer University, Malayer, Iran. Email:

Publication : 8th International Congress of Developing Agriculture, Natural Resources, Environment and Tourism of Iran(8icsda.ir)
Abstract :
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 (2018) and Soltani et al. (2020). 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 113 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.
Keywords : Key words: food consumption values destination image Qazvin tourism.