DETERMINANTS OF TOURISTS’ BEHAVIORAL INTENTIONS TOWARD SOUTHEAST ASIAN SPECIALTY RESTAURANTS IN XINGLONG, HAINAN, CHINA

Abstract

This study examines how perceptions of authenticity influence customer satisfaction and behavioral intentions toward Southeast Asian specialty restaurants in Xinglong, Hainan, China. A sequential mixed-methods approach was used, beginning with qualitative interviews with restaurant owners, chefs, overseas Chinese, and local residents to explore authenticity in food, environment, and service. Findings from the interviews informed a quantitative survey distributed to restaurant patrons, yielding 466 valid responses from four customer groups. Structural Equation Modeling (SEM) was employed to analyze the relationships among authenticity, perceived value, satisfaction, and recommendation intention. Results show that food authenticity has the strongest positive effect on perceived value and satisfaction, followed by service and environmental authenticity. Tourists and students respond more to environmental and service elements, while local residents and overseas Chinese emphasize traditional food flavor and preparation. Guided by theories of food culture and the Stimulus–Organism–Response (SOR) framework, the study highlights how authenticity fosters satisfaction and word-of-mouth intention. These findings contribute to the understanding of cross-cultural dining experiences and provide practical insights for restaurant managers and policymakers aiming to enhance culinary authenticity and promote Xinglong’s transition from sightseeing to culturally immersive tourism.