THE BEHAVIOR AND PERCEPTION OF TOURISTS REGARDING TO GASTRONOMY TOURISM IN XI'AN,REPUBLIC OF CHINA

Abstract

This research was quantitative and aimed to investigate the behavior and perception of tourists in Xi’an and to develop suggestions for gastronomy tourism in Xi’an, based on the behavior and perception of tourists. A total of 390 questionnaires were collected both online and face-to-face. The research results were that most respondents were female (51.0%), aged 26-35 (33.6%), had a Bachelor's degree (36.9%), earned ¥4,001-6,000 (51.3%), employed (48.5%), and from Northwest China (42.8%). Most traveled with family (53.3%), used trains (64.1%), and public transportation (55.4%). They typically spent ¥2,501-3,500 on travel (46.4%) ¥501-1,000 on food (44.4%), preferred spring (50.0%), stayed for 3-4 days (69.5%), and (51.0%) and previously visited. Gastronomy tourism was highly popular, (93.8%) intending to engage in it, (81.8%) having visited for it, and (18.9%) specifically visiting Yong Xing Fang. Overall, tourist perception was rated at the highest level with (mean 4.34, S.D 0.56) and consumer behavior was rated as strongly agree (mean 4.40, S.D. 0.64), respectively. Tourist perception had the highest level: service (mean 4.05, S.D. 0.68), taste (mean 4.26, S.D. 0.74), hygiene (mean 4.38, S.D. 0.63), manners (mean 4.41, S.D. 0.60), and unique cultural experiences (mean 4.59, S.D. 0.45). Similarly, consumer behavior showed strong agreement: consumer beliefs (mean 4.36, S.D. 0.67), consumer feelings (mean 4.26, S.D. 0.77), consumer attitudes (mean 4.47, S.D. 0.69), consumer intentions (mean 4.38, S.D. 0.67), and gastronomy tourism experience (mean 4.48, S.D. 0.61). The study suggested enhancing gastronomy tourism through innovative culinary offerings, cultural activities, culinary museums, food festivals, improved transportation and infrastructure, hygiene regulations, and service standards.-