Food tourism to revitalize the Basque Country.

Abstract

The research examines the impacts of sensory experiences, taste, and destination food imagery on tourists' attitude. This study changes risks into positive attributes like safety and security, which significantly shape tourist decision-making processes. It underscores the significance of emotional well-being and safety concerns impacting tourists' visiting intentions. Employing Partial Least Squares Structural Equation Modelling, the study focuses on exploring the relationships among food tourism motivators, destination food image, safety perceptions, and the pandemic's impact on tourists' behavioural intentions within the Basque region. With a sample of 601 participants, this research emphasizes the importance of integrating risk mitigation actions and managing emotional states to design strategies for the sustained growth of the tourism industry.