A study on the impact of short cookbang videos related to local food on potential tourists" intentions to visit

People typically gather information about travel destinations through content posted on social media before embarking on their journeys. With the increasing importance of experiencing local foods while traveling, individuals actively seek insights into local cuisines through platforms such as food-related videos, including cookbang shows. However, this process of exploring culinary delights through videos can sometimes lead individuals to develop negative perceptions of certain foods based on their personal dietary preferences. Therefore, this study aims to delve into how personal food-related personality traits and cultural familiarity shape attitudes toward &quotcookbang&quot videos featuring Guangxi cuisine in China. Additionally, it seeks to examine how potential tourists respond and their intentions to try the showcased foods and visit the destination after viewing these videos. Data from 195 respondents were collected through an online survey and analyzed using PLS-SEM. The findings suggest that individuals hesitant to try new foods tend to perceive them as less appealing, whereas cultural familiarity positively impacts the allure and entertainment value of exotic foods. Moreover, the study identifies memorable food experiences as a critical moderating factor in this relationship. Furthermore, while video quality enhances the attractiveness of the food, it does not directly influence the intention to sample Guangxi cuisine. This research provides both theoretical insights and practical implications, aiding destination marketing organizations in effectively understanding tourists&quot food-related personality traits and behavioral intentions.