Jeaheng Yoksamon, Al-Ansi Amr, Chua Bee-Lia, Ngah Abdul Hafaz, Ryu Hyungseo Bobby, Ariza-Montes Antonio, Han Heesup
International School of Tourism, Suratthani Rajabhat University, Muang Surat Thani, 84100, Thailand.
Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, 999078, Macau.
Psychol Res Behav Manag. 2023 Jan 26;16:223-240. doi: 10.2147/PRBM.S371806. eCollection 2023.
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.
A survey method along with a quantitative structural analysis was used.
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.
美食旅游已成为21世纪全球旅游业的一种显著趋势。随着旅游业及其相关餐饮服务业的蓬勃发展，街头小吃因其融合了当地特色美食和目的地的文化价值而越来越受欢迎。本研究从国际游客的角度考察了街头小吃消费心理，并评估了以美食文化体验、食品健康与安全、食品感官吸引力、员工服务、物理环境、价格合理的餐食菜单、对泰国街头小吃的参与度以及回购意愿所代表的街头小吃质量的影响。
采用调查法和定量结构分析法。
研究结果表明，泰国街头小吃质量对国际游客感知的合理价格、参与度和回购决策具有积极且显著的预测作用。感知合理价格和参与度被发现是泰国街头小吃质量与回购意愿之间的重要中介变量。此外，本研究确定了东西方文化的显著调节作用。
