food_tourism_dataset_780x48

This study tests a motivation-based model of food tourism in which food markets, food culture, and destination image influence food-tourism behavior through food-tourism motivation. The main hypotheses are that experience-rich market cues, culturally meaningful beliefs, and authentic/distinctive destination images increase motivation; motivation then predicts behavioral outcomes—especially visit intention and willingness to pay (WTP)—and mediates the effects of these antecedents on behavior. Data and collection. The dataset consists of cross-sectional survey responses from 780 experienced food tourists in Chongqing. Participants completed a structured questionnaire measuring multiple dimensions of food market attributes, food culture perceptions, destination image perceptions, food-tourism motivation, and food-tourism behavior (visit intention and WTP), along with demographics. Items were assessed using Likert-type agreement ratings and are suitable for confirmatory factor analysis and structural equation modeling. What the data show and how to interpret it. Results indicate that motivation is primarily activated by immersive and meaningful destination cues. In the food market domain, vibrancy of offerings, ambient surroundings, and interactivity significantly increase motivation. In the food culture domain, adherence to food-related cultural beliefs/values positively predicts motivation. In the destination image domain, authenticity and distinctiveness/uniqueness significantly raise motivation. Conversely, accessibility, security/sanitation, social status signaling, perceived medicinal/health benefits, and general perceptions of image richness/diversity are not statistically significant in this context, suggesting they are not key motivational drivers for experienced food tourists. Across the model, food-tourism motivation is the critical mediator: the significant antecedents influence visit intention and WTP mainly by first strengthening motivation. The data therefore support a “motivated pathway” in which experience-rich, authentic, and culturally resonant cues translate into tangible food-tourism behavior. Researchers can use the dataset to replicate the measurement and structural models, test subgroup differences with demographics, or extend the model by adding moderators while keeping motivation as the central mechanism linking destination cues to behavioral outcomes.