Presenting a model of factors affecting the behavioral intentions of tourists towards food consumption in Guilan province using grounded theory

Lack of recognition of tourists' behavioral intentions, due to the traditional view of food as a secondary factor of tourism activity and not as a main attraction, the development of strategic food tourism plans, with has encountered difficulties. Therefore, the purpose of study is to modeling a model of factors affecting the behavioral intentions of food tourists in Guilan as one of the most visited tourism destinations in the country using qualitative methods and classic grounded theory. According to the applied objectives of the research, the population includes 12 participants of tourism experts, marketers, entrepreneurs and food activists who have at least 5 years of useful experience and continuous activity. The selection of samples was done using purposive sampling method and semi-structured interviews with five general questions continued until saturation was achieved in the tenth interview. Data analysis in three stages of open, selective and theoretical coding led to the extraction of 201 concepts, 10 sub-categories and finally 3 main categories. Based on the proposed model, the characteristics of food (quality and safety, attractiveness and food culture) and on the other hand, the characteristics of tourism environment (advertising and information, the status of restaurants and local market situation); they influence the personal characteristics of tourists (food destination association, experience, attachment and satisfaction). Finally, the personal characteristics influence tourists' behavioral intentions of tourists towards food consumption to travel. In addition, it can be said that behavioral intentions can be directly affected by food characteristics and food tourism environment.