A Study of Bangkok Street Food Consumption and Its Effects on Consumer Attitude and Behavioral Intention
Keywords:Gastronomic Tourism, Street Food, Behavioral Intention, Tourist, Bangkok
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.
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