food_tourism_dataset_780x48

This study tests a motivation-based model of food tourism in which food markets, food culture, and destination image influence food-tourism behavior through food-tourism motivation. The main hypotheses are that experience-rich market cues, culturally meaningful beliefs, and authentic/distinctive destination images increase motivation; motivation then predicts behavioral outcomes—especially visit intention and willingness to pay (WTP)—and mediates the effects of these antecedents on behavior.

Data and collection. The dataset consists of cross-sectional survey responses from 780 experienced food tourists in Chongqing. Participants completed a structured questionnaire measuring multiple dimensions of food market attributes, food culture perceptions, destination image perceptions, food-tourism motivation, and food-tourism behavior (visit intention and WTP), along with demographics. Items were assessed using Likert-type agreement ratings and are suitable for confirmatory factor analysis and structural equation modeling.

What the data show and how to interpret it. Results indicate that motivation is primarily activated by immersive and meaningful destination cues. In the food market domain, vibrancy of offerings, ambient surroundings, and interactivity significantly increase motivation. In the food culture domain, adherence to food-related cultural beliefs/values positively predicts motivation. In the destination image domain, authenticity and distinctiveness/uniqueness significantly raise motivation. Conversely, accessibility, security/sanitation, social status signaling, perceived medicinal/health benefits, and general perceptions of image richness/diversity are not statistically significant in this context, suggesting they are not key motivational drivers for experienced food tourists.

Across the model, food-tourism motivation is the critical mediator: the significant antecedents influence visit intention and WTP mainly by first strengthening motivation. The data therefore support a “motivated pathway” in which experience-rich, authentic, and culturally resonant cues translate into tangible food-tourism behavior. Researchers can use the dataset to replicate the measurement and structural models, test subgroup differences with demographics, or extend the model by adding moderators while keeping motivation as the central mechanism linking destination cues to behavioral outcomes.

本研究检验了一个基于动机视角的美食旅游模型，其中美食市场、美食文化与目的地形象通过美食旅游动机影响美食旅游行为。核心研究假设为：体验丰富的市场线索、具有文化意义的信念，以及真实且独特的目的地形象可提升美食旅游动机；动机继而可预测行为结果——尤其是到访意愿与支付意愿（Willingness to Pay，缩写WTP），并在上述前因变量对行为的影响中发挥中介作用。
数据与采集。本数据集包含来自重庆780名资深美食游客的横断面调研问卷数据。受访者完成了结构化问卷，用以测量美食市场属性、美食文化认知、目的地形象认知、美食旅游动机、美食旅游行为（到访意愿与支付意愿）的多维度指标，同时收集了人口统计学信息。所有题项均采用李克特式同意度评分，适用于验证性因子分析与结构方程模型分析。
数据发现与解读方式。研究结果表明，美食旅游动机主要由沉浸式且富有意义的目的地线索激活。在美食市场维度，产品丰富度、环境氛围与互动性可显著提升旅游动机。在美食文化维度，契合美食相关文化信念与价值观的因素可正向预测旅游动机。在目的地形象维度，真实性与独特性/唯一性可显著提升旅游动机。反之，可达性、安全与卫生条件、社会地位彰显、感知到的医疗健康益处，以及对形象丰富性与多样性的整体认知在本研究场景中无统计学显著性，表明它们并非资深美食游客的核心动机驱动因素。
在整个模型框架中，美食旅游动机是关键中介变量：显著的前因变量主要通过强化动机来影响到访意愿与支付意愿。因此本数据支持“动机驱动路径”，即体验丰富、真实且具有文化共鸣的线索可转化为切实的美食旅游行为。研究者可利用本数据集复刻测量模型与结构模型，结合人口统计学特征检验群组差异，或在保留动机作为连接目的地线索与行为结果的核心机制的前提下，通过添加调节变量拓展该模型。