The impact of COVID-19 on destination visit intention and local food consumption

Purpose This paper aims to investigate the relationships between motivation and intention consume local food visit destination of that food's origin while examining moderating effect risk perception associated with coronavirus disease 2019 (COVID-19). Design/methodology/approach Data were collected from two samples potential Chinese tourists in contexts Italian Thai food. obtained 264 respondents for 277 analyzed. Partial least squares structural equation modeling was utilized test research model. Findings The results indicate that, motivational factors such as cultural experience, novelty sensory appeal influence tourists' food, health concern, authors found positively influences both destinations (Italy Thailand). Moreover, perceptions COVID-19 negatively moderate experience on Regarding have a diminishing all factors. Originality/value pioneering study examines role COVID-19-related among consumption, consumption context countries. It reveals cross-country differences negative pertaining COVID-19, which has important implications international marketing.