An analytical hierarchical process approach to assessing local food preferences among foreign tourists

Abstract

Purpose

This study evaluates the relative preference for local foods among foreign tourists. It also assessed how the sociodemographic profiles of tourists influence their local food preferences.

Design/methodology/approach

This research utilized a mixed-methods approach. The initial qualitative analysis phase involved semi-structured, in-depth interviews with stakeholders in Fiji’s local food sector, providing feedback on tourists’ preferred dishes. In the second phase, 204 foreign tourists were surveyed through the location intercept approach at various local restaurants, street food joints and eateries across Fiji. The preferences of these foreign tourists for the local food were subsequently analyzed utilizing the analytical hierarchical process (AHP) model and Chi-square statistics.

Findings

This research identified 25 local food dishes most preferred by foreign tourists. A pairwise comparison matrix revealed that “Kokoda” was most preferred, while “Tuna Ika Vakalolo” was the least preferred, and the normalized matrix presented the estimated overall priorities of the local foods based on taste and flavor. Among all the factors analyzed for their potential influence on the local food preferences of foreign tourists, “education attainment” and “marital status” were found to have no significant influence.

Originality/value

This study highlights the varied local dishes preferred by tourists, assessed through the AHP model, and provides the sociodemographic factors influencing these preferences. By identifying and presenting local Fijian dishes across regions and examining sociodemographics’ impact on food preference, this research provides invaluable implications for significantly benefiting the local food vending sector.

Citation

Gupta, V. and Sharma, K. (2025), "An analytical hierarchical process approach to assessing local food preferences among foreign tourists", British Food Journal, Vol. 127 No. 1, pp. 11-33. https://doi.org/10.1108/BFJ-11-2023-0973