Comparing Local and Foreign Tourists' Behavior Toward Local Food in Siquijor Using the AISDALSLove Model: A Path Analysis to Guide Marketing Strategies

Abstract

This study explores how emotional engagement shapes food tourism behavior in Siquijor, using the AISDALSLove model by Wijaya (2011) to trace tourist behavior from attention to emotional loyalty. While models like this have been applied in urban contexts, this research focuses on rural Siquijor, examining how each stage—attention, interest, search, desire, action, like/dislike, share, and love/hate—affects local and foreign tourists differently. A quantitative design was used, surveying 400 respondents (207 Filipino and 193 foreign tourists) through a structured questionnaire. A pilot test showed high reliability (Cronbach’s alpha = 0.964), and data were analyzed using descriptive statistics, Z-tests, and path analysis. Results show that Filipino tourists respond more to localized, culturally familiar content and are deeply influenced by the pasalubong tradition, leading to stronger actions and sharing behaviors. Foreign tourists showed more curiosity-driven interest, favoring novelty and immersive experiences. Statistically significant differences were observed across several behavioral stages, especially in desire and post-purchase actions like sharing. Path analysis revealed that interest and search positively influence desire, which leads to action, and that action strongly predicts sharing (r = 0.79). Both groups showed high emotional engagement post-purchase, supporting the model's emotional dimensions. Based on these findings, recommendations for food producers include culturally tailored storytelling, influencer partnerships, and digital visibility in English for foreigners, and pasalubong-centric, Filipino-language content for locals. Ethical standards were upheld throughout the six-month data collection period (Nov 2024–Apr 2025), with voluntary participation and researcher-funded operations ensuring unbiased results. Future research should expand sampling, use longitudinal tracking, and study digital engagement's impact on food tourism loyalty.