PERCEIVED RISKS ON TOURIST DESTINATION LOYALTY IN CAVITE CITY SHAPED BY FOOD SATISFACTION
Keywords:
perceived risk; food satisfaction;destination loyalty; tourists; Cavite CityAbstract
The study explores the relationship between tourists’ satisfaction with local food and loyalty to Cavite City, Philippines. While shedding light on the mediating role of perceived risks, encompassing COVID-19, man-made and natural related risks, in shaping this relationship. Destination loyalty pertains to the strong desire of tourists to revisit and recommend a destination, whereas satisfaction with local food triggers heightened participation in gastronomic experiences and nurtures destination loyalty, thereby motivating repeat visits. On the other hand, the research also assesses how perceived risks influence the link between tourists’ food satisfaction and loyalty to the destination. These perceived risks, spanning COVID-19, man-made, and natural risks, may influence tourists’ decision-making and behavior, impacting their willingness to dine out and destination preferences. Utilizing STATA version 1 for analysis, the findings indicate that tourists were generally satisfied with the food offerings in Cavite City, and this satisfaction was positively associated with their loyalty to the destination. On the other hand, perceived risks did not significantly affect the link between food satisfaction and destination loyalty. Destinations can effectively attract and retain tourists in a highly competitive landscape by ensuring satisfaction and fostering loyalty through risk mitigation measures.
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