Research on influencing factors of food tourists' perception of brand authenticity——The regulating role of cultural learning and cultural proximity
As one of the most common tourism activities,food consumption is not only a means to meet the basic needs of tourists,but also an important part of the tourism experience.In the context of increasingly competitive tourism market and tourists'need for"authentic"experience,the research on tourists'pursuit of brand authenticity is of certain practical significance.Based on S-O-R theory,this paper uses quantitative research method to explore the influence mechanism of food tourists'perceived brand authenticity,as well as the mediating role of brand engagement,cultural proximity and the moderating role of cultural learning.The results showed that food attraction positively affected food brand engagement.Food brand engagement played an intermediary role in the structure of"food attraction→food brand authenticity".Cultural proximity and cultural learning positively moderated the effect of brand fit on brand au-thenticity.On the above,this paper put forward targeted practical insights.
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