Exploring rural xenophilia: how local food motivates urban tourists in India’s rural destinations

What the paper says

Purpose This study aims to examine whether local cuisine can motivate urban tourists to explore rural regions in India, focusing on rural xenophilia and various local food motivations among urban residents. Design/methodology/approach Using a sample of 234 respondents from different urban clusters across four Indian geographical regions, data were collected through an online survey. The data were analyzed using covariance-based structural equation modeling. Findings Results indicate that rural xenophilia significantly impacts motivations, such as socialization, cultural experience, sensory appeal and health concern, but does not directly influence local food image or intentions. Mediation analysis revealed that cultural experience and health concern serve as mediators in the relationship between rural xenophilia and local food intentions. These findings highlight the potential of local cuisine to drive rural tourism by leveraging specific motivational factors. Originality/value This study provides novel insights into the role of rural xenophilia in shaping urban tourists’ motivations for local food consumption and their travel intentions. It underscores the importance of cultural and health motivations in mediating these relationships, offering valuable implications for tourism marketers and policymakers aiming to promote rural destinations through culinary tourism. The research contributes to the limited literature on rural xenophilia and local food tourism, particularly within the Indian context.