Master's thesis tourism and Local Food and Beverages

1.4 The Model of local food consumption at a holiday destination: 
Motivational factors
•
Exciting experience 
•
Escape from routine 
•
Health concern 
•
Learning knowledge 
•
Authentic experience 
•
Togetherness 
•
Prestige 
•
Sensory appeal 
•
Physical 
Consumption of local 
food at a destination 
Demographic factors
•
Gender 
•
Age 
•
Education 
Physiological factors
•
Food neophilia 
•
Food neophobia 
Figure 1-1. The proposed model of local food consumption at a holiday destination, 
Kim & Scarles (2009). P. 429. 
5 

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Chapter 1. Introduction 
1.5 Research Questions: 
The research questions of the study are: 
1. What are authentic factors influencing the consumption of local food and 
beverages in the North of Iran as a tourism destination? 
2. What are the interpersonal factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination? 
3. What are the cultural factors influencing the consumption of local food and 
beverages in the North of Iran as a tourism destination? 
4. What are the physiological factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination? 
5. What are the prestige-related factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination. 
6. What are the demographic factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination. 
1.6 Methodology 
The research methodology that was used in this study was descriptive. The population of the 
study was selected from six restaurants in the North of Iran. By the way; the number of 410 
questionnaires according to cluster and simple random sampling were distributed and 380 of 
which are filled out by participants. The data analysis methods used in this study were T-Test 
and Freidman.