Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western)
Introduction: Gastronomy tourism has become a phenomenal trend of the global tourism industry in the 21st century. As the tourism industry and its related foodservice businesses flourish, street food has received increasing popularity with its combination of local delights and the cultural value o...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Published: |
Dove Medical Press
2023
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| _version_ | 1811137895987150848 |
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| author | Jeaheng, Yoksamon Al-Ansi, Amr Chua, Bee-Lia Ngah, Abdul Hafaz Ryu, Hyungseo Bobby Ariza-Montes, Antonio Han, Heesup |
| author_facet | Jeaheng, Yoksamon Al-Ansi, Amr Chua, Bee-Lia Ngah, Abdul Hafaz Ryu, Hyungseo Bobby Ariza-Montes, Antonio Han, Heesup |
| author_sort | Jeaheng, Yoksamon |
| collection | UPM |
| description | Introduction: Gastronomy tourism has become a phenomenal trend of the global tourism industry in the 21st century. As the tourism
industry and its related foodservice businesses flourish, street food has received increasing popularity with its combination of local
delights and the cultural value of the destination. This study examined the psychology of street food consumption and assessed the
effect of street food quality that is represented by the cultural experience, health and safety of the food, food sensory appeal, staff
service, physical environment, the meal menus with perceived reasonable prices, involvement in Thai street food, and repurchase
intention from an international tourist perspective.
Methods: A survey method along with a quantitative structural analysis was used.
Results: The findings revealed that Thai street food quality positively and significantly predicted the international tourists’ perceived
reasonable prices, involvement, and repurchase decisions. Perceived reasonable prices and involvement were found to be important
mediators between Thai street food quality and repurchase intentions. Moreover, this research identified the significant moderating role
of Eastern and Western cultures. |
| first_indexed | 2024-09-25T03:41:34Z |
| format | Article |
| id | upm.eprints-109207 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-09-25T03:41:34Z |
| publishDate | 2023 |
| publisher | Dove Medical Press |
| record_format | dspace |
| spelling | upm.eprints-1092072024-08-27T04:02:49Z http://psasir.upm.edu.my/id/eprint/109207/ Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) Jeaheng, Yoksamon Al-Ansi, Amr Chua, Bee-Lia Ngah, Abdul Hafaz Ryu, Hyungseo Bobby Ariza-Montes, Antonio Han, Heesup Introduction: Gastronomy tourism has become a phenomenal trend of the global tourism industry in the 21st century. As the tourism industry and its related foodservice businesses flourish, street food has received increasing popularity with its combination of local delights and the cultural value of the destination. This study examined the psychology of street food consumption and assessed the effect of street food quality that is represented by the cultural experience, health and safety of the food, food sensory appeal, staff service, physical environment, the meal menus with perceived reasonable prices, involvement in Thai street food, and repurchase intention from an international tourist perspective. Methods: A survey method along with a quantitative structural analysis was used. Results: The findings revealed that Thai street food quality positively and significantly predicted the international tourists’ perceived reasonable prices, involvement, and repurchase decisions. Perceived reasonable prices and involvement were found to be important mediators between Thai street food quality and repurchase intentions. Moreover, this research identified the significant moderating role of Eastern and Western cultures. Dove Medical Press 2023-01-26 Article PeerReviewed Jeaheng, Yoksamon and Al-Ansi, Amr and Chua, Bee-Lia and Ngah, Abdul Hafaz and Ryu, Hyungseo Bobby and Ariza-Montes, Antonio and Han, Heesup (2023) Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western). Psychology Research and Behavior Management, 16. pp. 223-240. ISSN 1179-1578 https://www.dovepress.com/influence-of-thai-street-food-quality-price-and-involvement-on-travele-peer-reviewed-fulltext-article-PRBM 10.2147/prbm.s371806 |
| spellingShingle | Jeaheng, Yoksamon Al-Ansi, Amr Chua, Bee-Lia Ngah, Abdul Hafaz Ryu, Hyungseo Bobby Ariza-Montes, Antonio Han, Heesup Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title | Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title_full | Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title_fullStr | Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title_full_unstemmed | Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title_short | Influence of Thai street food quality, price, and involvement on traveler behavioral intention: exploring cultural difference (Eastern versus Western) |
| title_sort | influence of thai street food quality price and involvement on traveler behavioral intention exploring cultural difference eastern versus western |
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