A Study of Bangkok Street Food Consumption and Its Effects on Consumer Attitude and Behavioral Intention

Authors

  • Charoenchai Agmapisarn National Institute of Development Administration (NIDA)
  • Siriporn Khetjenkarn Independent Researcher
  • Suphattana Tachochalalai Rajamangala University of Technology Krungthep

Keywords:

Gastronomic Tourism, Street Food, Behavioral Intention, Tourist, Bangkok

Abstract

Street food as part of Gastronomic tourism has become more popular. At present, several countries including Thailand have tried to improve street food management to meet the standards and respond to the demands of tourists. This research aims to study the influence of food preferences on the intention to consume street food in Bangkok comparing between Thai and foreign tourists. Results from Structural Equation Modeling and latent variables with Multiple Indicators Multiple Causes (MIMIC) reveal that consistent with the Theory of Planned Behavior, food preferences are found to have a significant impact on street food consumption through tourist attitudes, the pivotal mediator. Subjective norms and perceptions have considerable influences on the intention to consume street food, in particular, amongst foreign tourists.

Author Biographies

Charoenchai Agmapisarn, National Institute of Development Administration (NIDA)

Graduate School of Tourism Management (GSTM)

Suphattana Tachochalalai, Rajamangala University of Technology Krungthep

Faculty of Business Administration

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Published

2020-03-19

How to Cite

Agmapisarn, C., Khetjenkarn, S., & Tachochalalai, S. (2020). A Study of Bangkok Street Food Consumption and Its Effects on Consumer Attitude and Behavioral Intention. Creative Business and Sustainability Journal, 42(1), 21–42. Retrieved from https://so01.tci-thaijo.org/index.php/CBSReview/article/view/240425

Issue

Vol. 42 No. 1: ISSUE 163, JANUARY - MARCH 2020

Section

Research Articles

License

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