An application of the repertory grid method and generalised Procrustes analysis to investigate the motivational factors of tourist food consumption

This study explores the motivational factors and dimensions underlying tourists’ food consumption through a combined repertory grid method (RGM) and generalised Procrustes analysis (GPA) approach. By employing the RGM triadic elicitation technique, a total of 14 motivational factors was yielded (i.e., authentic experience, prestige, cultural knowledge, health concern, assurance, convenience, price and value, novelty, variety, familiarity, eating habit, sensory pleasure, social pleasure, and contextual pleasure). Content analysis and GPA results further categorised the factors into five dimensions (i.e., symbolic, obligatory, contrast, extension, and pleasure). Based on the findings, a conceptual framework was developed to illustrate how tourist food consumption can be differentiated into supporting consumer experience, peak touristic experience (contrast), peak touristic experience (symbolic) and “attractionised” experience.