A Study of Push and Pull Factors Influencing Thai Consumers’ Purchase Behavior of Street Food: Case Study of Yaowarat (Chinatown), Bangkok

Authors

  • พิชญา แสงธูป National Institute of Development Administration
  • เจริญชัย เอกมาไพศาล National Institute of Development Administration

Keywords:

Push Factors, Pull Factors, Yaowarat, Street Food

Abstract

Abstract

 

        The purpose of this research was to study the push factors from consumers and the pull factors from the food and the destination environment which most influence Thai consumers of street food. The findings emphasize the relationship between the push and pull factors, and analysis of the findings then give rise to recommendations regarding how to develop street food in the Yaowarat Road (Chinatown) region of Bangkok, which is a popular and unique street food area. The recommendations are intended to benefit the stakeholders in the area (entrepreneurs and food providers) and improve the level of satisfaction for Thai customers. The study was based on a questionnaire survey collected from 270 Thai customers who purchased street food on Yaowarat Road. The study used Structural Equation Modeling (SEM) analysis, first order confirmatory factor analysis, and second order confirmatory factor analysis, as statistical tools. The study revealed that the most significant pull factor influencing Thai consumers in the Yaowarat Road area is the diversity of foods offered for sale and the pull factor is a desire to escape everyday life. The study also found that the push factor is the more influencing determinant for Thai customers visiting to consume street food in the Yoawarat Road area. 

Author Biographies

พิชญา แสงธูป, National Institute of Development Administration

Graduate School of Tourism Management (GSTM)

เจริญชัย เอกมาไพศาล, National Institute of Development Administration

Graduate School of Tourism Management (GSTM)

Downloads

Published

2018-08-15

How to Cite

แสงธูป พ., & เอกมาไพศาล เ. (2018). A Study of Push and Pull Factors Influencing Thai Consumers’ Purchase Behavior of Street Food: Case Study of Yaowarat (Chinatown), Bangkok. Creative Business and Sustainability Journal, 40(2), 103–145. Retrieved from https://so01.tci-thaijo.org/index.php/CBSReview/article/view/142090

Issue

Section

Research Articles