FACTORS INFLUENCING TOURIST BEHAVIORAL INTENTIONS AT SOUTHEAST ASIAN SPECIALTY RESTAURANTS IN XINGLONG, HAINAN, CHINA

Abstract

This study explores how different customer groups perceive the authenticity of Southeast Asian restaurants in Xinglong, Hainan, and how these perceptions influence customer satisfaction and willingness to recommend. Using a sequential mixed-methods design, the research first conducted in-depth qualitative interviews with 30 participants, including restaurant owners, chefs, overseas Chinese, and local residents, to explore perceptions across three dimensions of authenticity: food, environment, and service. This informed the subsequent quantitative phase, during which a structured questionnaire was administered to restaurant patrons.

A total of 466 valid survey responses were collected from four key groups: tourists (127), returned overseas Chinese (43), local residents (112), and students (184). Structural Equation Modeling (SEM) was applied to examine the relationships between authenticity perceptions, perceived value, satisfaction, and behavioral intention. The results revealed that food authenticity has the most significant positive impact on perceived value, satisfaction, and recommendation intention, followed by service and environmental authenticity. Distinct group-based differences were also observed: tourists and students are more responsive to environmental ambiance and service hospitality, while local residents and overseas Chinese place greater emphasis on traditional food flavor and preparation. This research contributes to the theoretical framework of cross-regional food cultural production by highlighting the importance of authentic service and culinary integrity in shaping consumer experience. Practically, it supports Xinglong’s transition from sightseeing tourism to culturally immersive experiences, suggesting that enhancing both food and service authenticity can foster greater visitor engagement and cultural identity. These findings provide actionable insights for local government, restaurant operators, and tourism developers seeking to preserve culinary heritage while meeting the expectations of diverse customer groups.

This research Objectives (1) Case Study Analysis of Southeast Asian Restaurants. (2) Qualitative Exploration of Authenticity Perceptions. (3) Quantitative Analysis Using SEM. Research hypothesis based on the aforementioned theoretical framework, this study proposes 15 hypotheses, which include 9 direct effect hypotheses and 6 indirect effect hypotheses. Use the theory is Stimulus Organism Response (SOR), Theory of food culture originality, Cultural Geography Theory, Theory of local dietary symbols, Structural Equation Modeling (SEM) Theory and NVivo theory. Significance of the Study is Policy benefits, Operational benefits, Academic benefits. This study found that for ethnic restaurants, authenticity—across food, environment, and service—significantly impacts perceived value and customer satisfaction, which in turn drives customer recommendations. Food authenticity had the strongest influence on both perceived value (β=0.516) and customer satisfaction (β=0.239). The study also highlighted the mediating role of perceived value and the strong link between customer satisfaction and recommendation intention (β=0.394). Demographically, returned Overseas Chinese showed the highest recommendation intention.