The purpose of this study is to explore operators’ perceptions of British Columbia’s Bed and Breakfast (B&B) sector with regards to local food products in terms of significance and major challenges. The theory of planned behaviour (TpB) as the theoretical framework will be used to investigate activities that influence B&B sectors’ decision to purchase local foods. The study uses a mixed method approach for data collection. Outcomes of this study help provide local food producers with insights into the needs of the B&B industry and addressing those needs will open a new market avenue for local food producers.
Local Food, B&B
Food Production and Sustainability
Paper Presentation in a Themed Session
Faculty, Hospitality Management, Acsenda School of Management, Canada
-, -, Acsenda School of Management, Canada
British Columbia, Canada