Effects of Country-of-Origin Image and Food Knowledge on Young People's Attitudes toward Food and Intention to Visit the Country

• Main Authors: Mega Mirasaputri Cahyanti, 柯玫瑰
• Other Authors: David Y. Chang
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/90087491352050777881

碩士 === 國立嘉義大學 === 全英文授課觀光暨管理碩士學位學程 === 102 === In Indonesia, the behavior of the young people nowdays are found to be more informed, mobile, and adventurous than ever before, including the way they spend holiday time. The young people’s desire to visit a country can be formed by a specific motivation. International food can be a marketing tool in the tourism industry to promote a country as a tourist destination. The distinctive flavor and unique concept of some international food from some particular country have a strong effect on motivatig young Indonesians to know more about the origin country of the food. Moreover, international food such as Chinese, Japanese, and Italian have shown significant growth in popularity within ethnic food market in south Asia, especially in Indonesia. With the global movement of food and people, these kinds of food have become easier to find. This study empirically examined the effects of country-of-origin image (COI) of Japan and Japanese food knowledge on young people in Indonesia. Such effects were studied in the research to understand whether or not there are relationships among the effects, one’s attitude toward food, and one’s intention to visit Japan. A sample population was obtained in Indonesia through convenience sampling. A total of 300 responses were usable. Structural Equation Modeling (SEM) was employed together with other statistical techniques such as t-test and descriptive analysis that were conducted using SPSS software. The result showed that the young people’s desire to visit Japan is greater after they ate sushi and/or sashimi. In addition, the relationships among COI, food knowledge, attitude toward food, and intention to visit the country were found to vi be positively related. In other words, sushi and/or sashimi have influences on young people’s intention to visit Japan after they they were consumed by the young people. The result from confirmatory factor analysis also showed that all items used to measure the research constructs were with a loading factor greater or equal to 0.5, which suggested that all items should be retained for the study.