Fusion or confusion: how customization of Fijian street food influences tourist's perceived authenticity and destination experiences?

This research investigates the tourists' attitudes and preferences regarding street food and how their quest for food authenticity and customization affects their culinary experiences. The study will also reveal the impact of food customization on their perceived food authenticity, perceived memorable experience and behavioral intentions in the Fiji Islands. Using the location-intercept approach and a questionnaire survey, data was gathered from 279 foreign visitors who visited the Fiji Islands and consumed street foods at numerous food vending outlets across Fiji. The PLS approach was employed to evaluate the structural and measurement model's dual estimation simultaneously. Findings suggest that tourists' perceived food authenticity and cultural differences positively impact how they perceive their memorable destination experiences. Additionally, it has been discovered that the extent of customization in street food reduces tourists' perceptions of their authenticity. At the same time, street food authenticity significantly impacts their perceived memorable experiences at the destination. This study attempts to investigate how the perceived street food authenticity and the degree of their customization affect the perceived memorable experiences of foreign tourists in Fiji Islands. This may assist the street food vendors and other stakeholders in aligning the culinary offerings and enhancing travelers' perceived destination experiences.