Influence of Thai Street Food Quality, Price, and Involvement on Traveler Behavioral Intention: Exploring Cultural Difference (Eastern versus Western)

Abstract

Yoksamon Jeaheng,1 Amr Al-Ansi,2 Bee-Lia Chua,3 Abdul Hafaz Ngah,4 Hyungseo Bobby Ryu,5 Antonio Ariza-Montes,6 Heesup Han7 1International School of Tourism, Suratthani Rajabhat University, Muang Surat Thani, 84100, Thailand; 2Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, 999078, Macau; 3Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, Serdang, Selangor, 43400, Malaysia; 4Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Nerus, Terengganu, 21030, Malaysia; 5College of Health Sciences, Food Franchise Department, Kyungnam University, Changwon-si, Gyeongsangnam-do, 51767, South Korea; 6Social Matters Research Group, Universidad Loyola Andalucía, Córdoba, 14004, Spain; 7College of Hospitality and Tourism Management, Sejong University, Seoul, 143-747, KoreaCorrespondence: Hyungseo Bobby Ryu; Heesup Han, Email [email protected]; [email protected]: 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.Keywords: Thai street food, food quality, price reasonableness, involvement in street food, international tourist, gastronomy tourism

Keywords

• thai street food
• food quality
• price reasonableness
• involvement in street food
• international tourist
• gastronomy tourism