Exploring the Impact of Marine Food Authenticity and Destination Food Image on Loyalty in Coastal Tourism: The Moderating Role of Geographical Differences

Currently, East Asia, especially South Korea, is facing social problems such as population decline and regional inequality. To address these challenges, tourism has been leveraged as a means of economic revitalization, especially in fishing villages that are economically disadvantaged. This study examined the authentic food experiences of tourists who visited fishing villages. Tourists’ food experiences, dimensions of destination food image, and destination loyalty were assessed. In September 2024, 448 responses from Korean tourists were collected and analyzed using confirmatory factor analysis and structural equation modeling to test 15 hypotheses. Local food authenticity showed a significant effect on all dimensions of destination food image. Of the five dimensions of destination food image in this study, food taste, health and hygiene, and unique cultural experiences significantly influenced destination loyalty. In addition, geographic differences moderated the relationship between local marine food authenticity and the perceived food image of the destination. Tourists in the southern coastal regions reported the highest destination food image ratings, driven by authentic local cuisine, while those in the western regions reported the lowest. This study offers both practical and theoretical implications related to sustainable coastal tourism.