Consumption motivations, savoured positive emotions and savouring processes in recalling travel experiences of food
AbstractThis study examines the motivation for tasting halal food amongst non-Muslim tourists during their recent trips away from home. It also integrates the positive psychology concept of savouring by examining the positive emotions savoured by non-Muslim tourists on the basis of the broaden-and-build theory, including the savouring processes used when recalling their recent halal food experiences after returning from holiday. Data were collected from 220 non-Muslim tourists using a self-administered open-ended web-based questionnaire in Amazon MTurk. More than half of the non-Muslim respondents considered themselves to be food neophiliacs, and the two main motivations for consuming halal food were to experience something new and taste. The most common positive emotions savoured by non-Muslim tourists when recalling their recent halal food experiences were joy and love. Taste, togetherness and novelty were identified as the dominant factors that intensified respondents’ savouring of their halal food experiences and can be linked to three out of four savouring processes – luxuriating, thanksgiving and marvelling.