Introduction: Tourists’ loyalty to local foods plays a crucial role in strengthening the cultural identity of tourist destinations. Repeated consumption of traditional foods by tourists not only contributes to the preservation and transmission of culinary heritage but also promotes the economic prosperity of small businesses and local producers. Such loyalty offers tourists a more authentic travel experience and deepens their connection with host communities. Moreover, consuming indigenous foods helps reduce environmental impacts and contributes to the sustainable development of tourism.
Purpose of the research: The purpose of this study was to identify the factors influencing tourists’ loyalty to local foods in the nomadic territories of Shushtar County.
Methodology: This applied research employed a descriptive–survey method. The main research instrument was a questionnaire whose validity was confirmed by an expert panel, and reliability was verified using Cronbach’s alpha and composite reliability. Data were analyzed using SPSS software through descriptive and inferential statistics. The coefficient of variation was used to prioritize the influencing factors, and factor analysis was conducted to identify the latent structure of the data. The statistical population included rural tourists in the nomadic territories of Shushtar County, and based on the Krejcie and Morgan table, 385 individuals were selected through random sampling.
Geographical area of research: The study was conducted in the nomadic territories of Shushtar County, located in southwestern Iran.
Results and discussion: The results revealed that “strengthening friendship or kinship through local food” and “observing others’ lifestyles” were the most influential factors in tourists’ loyalty. Factor analysis identified six main factors—cultural experience, taste and health, interpersonal relationships, emotions, restaurant services, and table manners and diversity—explaining 65.2% of the total variance. These factors represent different dimensions of the tourism experience that can influence tourists’ food choices and loyalty.
Conclusion: Tourists’ loyalty to local foods not only preserves culinary culture and enhances social connections but also plays a significant role in sustainable tourism development. Understanding the factors affecting this loyalty can help policymakers, tourism stakeholders, and local business owners design effective strategies to attract and retain tourists.