Food Image and Its Impact on The Attractiveness of The Golden Triangle Circuit

Abstract

This study examined how the food image of India’s Golden Triangle Circuit—Delhi, Agra, and Jaipur—contributed to its attractiveness as a tourist destination for foreign visitors. Food image encompassed factors like authenticity, quality, cultural representation, and diversity of local cuisines. A quantitative research approach was employed, utilizing surveys and questionnaires analyzed through exploratory factor analysis and multiple regression. Data from 715 foreign tourists revealed 14 key food image attributes, including Health and Nutrition, Vibrancy of Street Food and Market Scene, and Culinary Heritage and Fusion, which significantly enhanced the circuit's appeal. The study highlighted that food attributes such as Cultural Insights through Dining, Signature and Authentic Cuisine, and Aesthetic and Atmosphere of Dining Venues played pivotal roles in attracting tourists. Conversely, poor Hygiene in Food Preparation negatively impacted attractiveness. Regression analysis indicated that food image attributes collectively significantly contributed towards circuit's appeal. These findings provided valuable insights for enhancing food tourism, suggesting that cultural, nutritional, and hygienic aspects of local cuisines could strengthen the destination’s image.