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This study investigates the factors affecting potential travellers’ (Chinese tourists) intention to consume local food (Turkish food). The relationships among communication sources, cultural familiarity, food involvement, food awareness, local food consumption (LFC) intention, and destination visit intention were examined. Following a purposive sampling strategy, data were collected via an online questionnaire from 643 potential tourists in China, which were then analysed using PLS-SEM. It was found that institution-generated content was a significant determinant for cultural familiarity, food involvement, and food awareness. Cultural familiarity and food involvement were drivers of food awareness, which was a determinative factor for the intention to consume local food. LFC intention in turn was positively linked to destination visit intention. Implications of the research on destination marketing are discussed.

Communication sources, local food consumption, and destination visit intention of travellers