How to communicate typical–local foods to improve food tourism attractiveness
研究通过神经科学技术（内隐启动测试、眼动追踪和脑电图）分析典型地方食品的可持续性、地理标志和健康性三个特征，发现健康性最具吸引力，社会情感属性最能吸引视觉注意和认知参与，为美食旅游营销提供指导。
Abstract This research focuses on the communication of typical–local foods and their consumption as a main motivation for travel experiences and driver of food tourism attractiveness. Past studies have provided an inconsistent understanding of this phenomenon and its underlying psychological processes. Others have called for research on more integrated and effective marketing communications about typical–local foods to increase destination attractiveness, help consumer decision‐making processes and reduce information asymmetry in the food tourism market. Through the application of an integrated framework under the umbrella of signaling theory, we focus on various signals (e.g., “food security,” “trusting relationships,” “emotional value”) associated with three key features of typical–local foods: sustainability, geographical indications and healthiness. We use a combination of neuroscience techniques, including the implicit priming test, eye‐tracking and electroencephalography, to investigate which signals are best at communicating typical–local foods' distinctiveness. We find that consumers/tourists perceive healthiness as typical–local foods' most engaging and attractive product feature, followed by geographical indications then sustainability. Specific signals impact people's visual attention and cognitive engagement differently, with social and emotional attributes being most appealing. Therefore, food tourism managers should focus on these attributes in their communication campaigns to increase food tourism attractiveness and enhance travel experience.