The assessment of locavorism through the lens of agritourism: the pursuit of tourist’s ethereal experience

The popularity of local foods is increasing among the masses, especially tourists, and this has led to the inception of ‘locavorism’ where the consumers – termed locavores – look for sustainable local foods. We gauge tourists’ ideology of locavorism through the lens of agritourism in India as we found it crucial to highlight and enhance local foods as an addition to the tourists’ palate. A pre- and post-survey was conducted using repeated measures multivariate analysis of variance (MANOVA) to empirically assess 8 Agritourism farms’ tourists’ behaviour towards locavorism. Data was collected among tourists by using a self-report questionnaire during two phases (check-in and check-out; n = 344). Findings underscore that tourists’ intention to buy local food increases considerably after experiencing Agritourism. This study is the first of its kind to understand the perception of tourists towards India’s ethnic cuisine, its role in augmenting tourist experience, and in figuring out better ways to sustain local foods. The impact that Agritourism has on tourists’ behaviour towards locavorism and its continuing effects on the local economy needs to be studied by researchers. Future research can extend the concept of locavorism to service providers by understanding their perception of producing and marketing sustainable local foods.