Tasty but Nasty? The Moderating Effect of Message Appeals on Food Neophilia/Neophobia as a Personality Trait: A Case Study of Pig Blood Cake and Meatballs

Given the development of food tourism, food culture has become an important motivation for tourists. This study focuses on food tourism and examines the effects of message appeal and personality traits (food neophilia or neophobia) on tourists’ willingness to consume pig blood cake (PBC) and meatbal...

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Bibliographic Details
Main Authors: Yen-Cheng Chen, Ching-Sung Lee, Shuo-Hui Kuan
Format: Article
Language:English
Published: MDPI AG 2021-05-01
Series:Foods
Subjects:
Online Access:https://www.mdpi.com/2304-8158/10/5/1093