Abstract: This study explores the motivational factors that drive domestic tourists in Albania for high amounts of local food. It brings a practical insight from the Shkodra lake area in Shkoder based on a survey conducted with a sample of 324 domestic tourists. The main findings reveal that the significant factors influencing high local food consumption are gender, age group, exciting experience, health concern, interpersonal relation and sensory appeal. Female tourists and the age group 25–44 years result in the highest number of consumers of local food. While gender differences are shown in consumption level, there is no evidence-based difference regarding their health concern behavior. Meeting new people highlights the importance of interpersonal relations for food consumption. The age group 45–54 years reflects stronger interpersonal engagement compared to other age groups. Additionally, the use of fresh ingredients, consumption in the original place and good taste significantly influence high local food consumption.

Keywords: Local food, high consumption, gender, age group, exciting experience, health concern, cultural experience, interpersonal relation, sensory appeal, Shkodra lake

Pages: 572-582