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Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu
Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu
UNLV Theses, Dissertations, Professional Papers, and Capstones
Although Chinese outbound tourists made enormous economic contribution to the U.S. restaurant industry, they seem to have the tendency to consume Chinese cuisine solely during their international trips. This study applies structural equation modeling (SEM) to evaluate different behavioral beliefs' impact on the intentions of Chinese outbound tourist unfamiliar ethnic food consumption in the U.S. Additionally, this research combines the Theory of Planned Behavior (TPB) and food neophobia, a food-related personality trait to better explain Chinese outbound tourists' food rejection behavior in the U.S.
Results of this study showed safety concern, acceptance of table manners, perceived communication gap and food …