Investigating Gender Differences in Tourist's Perceptions of Local Punjabi Food: Implications for Food Neophobic Consumers

Abstract

Purpose:  The purpose of this paper is to investigate gender differences in tourist's perceptions of local Punjabi food. Based on findings of this study, the paper also discusses implications relevant to neophobic tourists.

Design/ Methodology/ Approach: The total sample size considered for the study was 600. In order to select a fixed number of tourists from the selected destinations of the selected districts, the study used proportionate stratified sampling method. The study selected 263 tourists from Golden Temple, Amritsar; 241 tourists from Gurudwara Keshgarh Sahib, Roopnagar; and 44 tourists from Virasat-e-Khalsa, Roopnagar. These three destinations constitute the top three data collection locations for the present study.

Findings: Tourists were found to have positive perceptions of local Punjabi food and they found this food very useful for them in various ways. Tourists reported that local Punjabi food is good for their wellbeing and this kind of food makes them feel good. It was noted that tourists perceived that local Punjabi food is good for their health and it seems to be very nutritious. Male tourist's perceptions towards wellbeing of local Punjabi food were found to be stronger in comparison to female tourists. Furthermore, male tourists reported that local Punjabi food is more useful for their health and this type of food is more nutritious for their body and it is more energetic. Male tourist's perceptions of local Punjabi food were found to be of higher intensity than for female consumers.