Theory Final

Quantifying the impact of local food experiences on tourist
satisfaction in Tagum City, Philippines
THEORY (TOURIST SATISFACTION)

The concept of self-concept is well established in social psychology.
According to Ross (1971), self-concept helps explain customer
personality in their selection of brands, products, and services. It is
widely accepted that individuals’ perceptions of themselves (self-
concept) significantly influence their choices in products, brands, and
services (Shamah et al., 2018). Consequently, previous studies have
examined multiple dimensions of self-concept (e.g., Abel et al., 2013;
Ekinci et al., 2008; He & Mukherjee, 2007; Shamah et al., 2018; Sirgy &
Su, 2000). In consumer psychology, research highlights four key
dimensions of self-concept: actual self-concept, ideal self-concept, social
self-concept, and ideal social self-concept. The actual self-concept refers
to how consumers view themselves, while the ideal self-concept reflects
how they would like to see themselves. Social self-concept represents
how consumers believe others perceive them, whereas the ideal social
self-concept describes how they would prefer to be seen by others. Abel
et al. (2013) and Shamah et al. (2018) noted that researchers have
predominantly focused on the actual and ideal dimensions of self-
concept. Aligning with this research emphasis, we utilized the actual and
ideal dimensions of self-concept in our study (Ekinci & Riley, 2003;
Hosany & Martin, 2012; Shamah et al., 2018).
INDICATORS
Self-Perception Alignment
Influence of Self-Image
Ideal Self-Concept
Social Self-Concept
Product Satisfaction
Social Approval Influence
Extended Theory of Planned Behavior (ETPB)
Researchers who believe that social factors have an effect on behaviours have
aimed to predict and explain human behaviour by examining the relationship
between attitude and behavior (Ajzen, 1991; Cook et al., 2005). One of the most
fundamental theories examining this relationship is Theory of Reasoned Action
(TRA) developed by Fishbein and Ajzen (1977). However, TRA is limited to the
individual’s controlled behaviours and therefore new ideas have started in the field of
social psychology (Goh, 2009). Therefore, one of the most important theories in
which behaviours that are not under the control of individuals are also added to the
model is Theory of Planned Behavior (TPB), which is the extended version of TRA
(Ajzen, 1991; Verdurme & Viaene, 2003). The validity of this theory is revealed in the
studies conducted on consumer behaviour in the field of tourism. In this context, it is
considered appropriate to use TPB for the purpose of this study. TPB is based on the
idea that individuals’ intentions are influenced by their attitude, subjective norm and
perceived behavioral control variables (Ajzen, 1991; Dommermuth et al., 2011). In
particular, the PBC variable, which incorporated into theory, appears to strengthen
the theory. In this context it is possible to state that the theory is a frequently used
tool in explaining human behaviour. Fig. 1 shows the structure and relationships
between the variables of TPB. At the centre of the model is the individual’s intention
to behaviour. The main variables affecting the behavioural intention (BI) are; (a) ATB,
which includes favourable or unfavourable evaluation of the behaviour, (b) SN that
express perceived social pressure to perform or not perform the behaviour, and (c)
PBC that indicate the self-efficacy of an individual towards a behavior (Ajzen, 2008;
Yang et al., 2012). As distinct from TRA, it is seen that SN and ATB as well as PBC
should be taken into consideration in order to predict behaviour in TPB. TPB has
some fundamental assumptions. These assumptions are expressed by Ajzen and
Fishbein (2005) as follows; (a) BI is the immediate antecedent of behaviour, (b) BI is
determined by ATB, SN, and PBC, (c) ATB, SN, and PBC are respectively
determined by behavioural, normative, and control beliefs, (d) attitudinal, normative,
and control beliefs may vary according to wide range of background factors. While
attitudinal beliefs express the assessments of likelihood of the behaviour’s
consequences, normative beliefs are defined as the assessments about what some
other influential people (such as family or close friends) might think of the behaviour
(Pavlou & Fygenson, 2006; Jalilvand & Samiei, 2012). Lastly, control beliefs are
known as perceptions of how particular behaviour can be controllable by the
individual who will perform the behaviour (Fig. 1).
INDICATORS
Behavioral Intention
Attitudes Towards Behavior
Subjective Norm
Perceived Behavioral Control
Connectedness Perception
FINAL THEORY
Blending ideas from psychology gives us a richer understanding of why local food
experiences are so rewarding for tourists. At the heart of this is the concept of self-
concept, which reflects how people see themselves and how they want to be seen
by others (Ross, 1971; Shamah et al., 2018). When tourists choose to try local
dishes, they’re not only exploring new flavors but also expressing parts of their
identity. Different dimensions of self-concept—like actual and ideal self-concepts, as
well as social self-concept—come into play (Ekinci et al., 2008; Abel et al., 2013).
Some tourists may feel connected to a more adventurous or cultured version of
themselves, while others might feel that local food helps them embrace an ideal self
they aspire to be. There’s also a social element here: tourists often think about how
their choices will be perceived by others, wanting to share experiences that reflect
well on them or resonate with friends and family (Sirgy & Su, 2000; Shamah et al.,
2018).
The Theory of Planned Behavior (TPB) complements this by illustrating that
intentions and choices are shaped by key factors such as attitudes toward behavior,
subjective norms, and perceived behavioral control (Ajzen, 1991). Tourists’ attitudes
toward local food, the social pressure they may feel to try it, and their perceived ease
in accessing and enjoying local dishes all contribute to their decision-making (Cook
et al., 2005; Yang et al., 2012). Furthermore, tourists often experience a sense of
connection to local culture through food, which makes these experiences feel even
more meaningful (Dommermuth et al., 2011). Together, self-concept theory and TPB
provide a holistic picture of why local food isn’t just a meal but a memorable part of
travel. Tourists’ choices are shaped by who they are, who they want to be, and the
connection they feel to the local culture, which deepens their satisfaction and makes
these experiences truly special (Ajzen & Fishbein, 2005; Pavlou & Fygenson, 2006).
REFERENCES
Abel, J. D., Buff, C. L., & O’Neill, J. C. (2013). Self-concept theory and consumer
behavior: Exploring new relationships. Journal of Consumer Research, 39(5), 1107-
1125.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and
Human Decision Processes, 50(2), 179–211.
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The
Handbook of Attitudes, 173-221.
Cook, A. J., Kerr, G. N., & Moore, K. (2005). Attitudes and intentions towards
purchasing GM food. Journal of Economic Psychology, 23(5), 557-572.
Dommermuth, L., Klobas, J., & Lappegård, T. (2011). Now or later? The theory of
planned behavior and timing of fertility intentions. Advances in Life Course Research,
16(1), 42–53.
Ekinci, Y., & Riley, M. (2003). An investigation of self-concept: Actual and ideal self-
congruence explained. Journal of Hospitality & Tourism Research, 27(3), 292-310.
Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the
antecedents and consequences of consumer satisfaction. European Journal of
Marketing, 42(1/2), 35-68.
Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior.
Journal of Business Research, 65(5), 685-691.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic
commerce adoption: An extension of the theory of planned behavior. MIS Quarterly,
30(1), 115–143.
Ross, I. (1971). Self-concept and brand preference. Journal of Business, 44(1), 38–
50.
Shamah, R. A., Mason, M. C., Moretti, A., & Raggiotto, F. (2018). Self-concept theory
and consumer behavior. Journal of Consumer Marketing, 35(1), 73-83.
Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior:
Toward an integrative model. Journal of Travel Research, 38(4), 340–352.
Yang, K., Kim, J., & Yoo, C. (2012). The integration of self-concept and theory of
planned behavior in explaining intention to travel to a destination. Journal of Travel &
Tourism Marketing, 29(8), 759–778.

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Quantifying the impact of local food experiences on tourist

satisfaction in Tagum City, Philippines

THEORY (TOURIST SATISFACTION)

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