A PLS-SEM Analysis of Perceived Authenticity as a Mediator between Taste, Health, and Price Value and Tourist Attitude toward Local Food

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DOI: https://doi.org/10.28924/2291-8639-24-2026-158
Published: May 20, 2026
Cite as:
Azmen Kahar, Ridho Ryswaldi, Ranggi Rahimul Insan, Hermansyah, Khairani Saladin, Vischa Mansyera Pratama, Yuke Permata Lisna, Feriantano Sundang Pranata, Retnaningtyas Susanti, Heriani, A PLS-SEM Analysis of Perceived Authenticity as a Mediator between Taste, Health, and Price Value and Tourist Attitude toward Local Food, Int. J. Anal. Appl., 24 (2026), 158.

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Azmen Kahar, Ridho Ryswaldi, Ranggi Rahimul Insan, Hermansyah, Khairani Saladin, Vischa Mansyera Pratama, Yuke Permata Lisna, Feriantano Sundang Pranata, Retnaningtyas Susanti, Heriani

Abstract

Local gastronomy is no longer a peripheral attraction in destination marketing; it increasingly shapes how tourists judge the distinctiveness and competitiveness of a place. However, the mechanism through which tourists’ value perceptions translate into favourable attitudes toward local food remains underexplored, particularly in culinary destinations where food is closely tied to place identity and cultural meaning. This study examines how taste value, health value, and price value influence tourist attitude toward local food, both directly and indirectly through perceived authenticity. Data were collected from 283 tourists visiting culinary destinations in West Sumatra, Indonesia, and analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that taste value positively affects both perceived authenticity and tourist attitude. Health value and price value significantly strengthen perceived authenticity, although price value does not directly shape tourist attitude. Perceived authenticity is the most influential predictor of tourist attitude and mediates the effects of taste value, health value, and price value. These results indicate that tourists do not evaluate local food solely through functional benefits such as flavour, healthiness, or affordability. Rather, these values become meaningful when they support a stronger perception that the food is authentic, culturally rooted, and representative of the destination. The study contributes to Consumer Value Theory by positioning perceived authenticity as a central interpretive mechanism linking food-related value perceptions with tourist attitude in culinary tourism.

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