Research Article
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Year 2023, Volume: 11 Issue: 3, 392 - 416, 01.09.2023
https://doi.org/10.30519/ahtr.1129337

Abstract

References

  • Abdalla, M. A., Suliman, S. E., & Bakhiet, A. O. (2009). Food safety knowledge and practices of street foodvendors in Atbara City (Naher Elneel State Sudan). African Journal of Biotechnology, 8(24), 6967-6971.
  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Kuhl, J. and Beckman, J.(Ed.), Action- control: from cognition to behavior (pp. 11-39). Springer, Heidelberg.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Akşit, N. A. (2019). Yerli turistlerin sokak yiyeceklerine yönelik tutumlarının belirlenmesi. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 4(1), 47-61.
  • Andersen, V., Prentice, R., & Watanabe, K. (2000). Journeys for experiences: Japanese independent travelers in Scotland. Journal of Travel & Tourism Marketing, 9(1-2), 129-151.
  • Anisimova, T. (2016). Integrating multiple factors affecting consumer behavior toward organic foods: The role of healthism, hedonism, and trust in consumer purchase intentions of organic foods. Journal of Food Products Marketing, 22(7), 809-823.
  • Aybek, G., & Karakaş, H. (2022). Use the silver bullet on the right beast: A guide on usage of PLS-SEM in tourism and gastronomy studies. Advances in Hospitality and Tourism Research, 10(2), 327-336.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
  • Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative science quarterly, 421-458.
  • Basinski, S. (2014). Hot dogs, hipsters, and xenophobia: Immigrant street food vendors in New York. Social Research: An International Quarterly, 81(2), 397-408.
  • Bromley, R. (2000). Street vending and public policy: a global review. International Journal of Sociology and Social Policy, 20(1/2), 1-28.
  • Calloni, M. (2013). Street food on the move: A socio‐philosophical approach. Journal of the Science of Food and Agriculture, 93(14), 3406-3413.
  • Cardoso, R. D. C. V., Companion, M., & Marras, S. R. (Eds.) (2014). Street food: Culture, economy, health and governance. Routledge.
  • Chavarria, L. C. T. & Phakdee-auksorn, P. (2017). Understanding international tourists' attitudes towards street food in Phuket, Thailand. Tourism Management Perspectives, 21, 66-73.
  • Cho, J. I., Cheung, C. Y., Lee, S. M., Ko, S. I., Kim, K. H., Hwang, I. S., et al. (2011). Assessment of microbial contamination levels of street‐vended foods in Korea. Journal of Food Safety, 31(1), 41-47.
  • Choi, J., Lee, A., & Ok, C. (2013). The effects of consumers' perceived risk and benefit on attitude and behavioral intention: A study of street food. Journal of Travel &Tourism Marketing, 30(3), 222-237.
  • Choudhury, M., Mahanta, L., Goswami, J., Mazumder, M., & Pegoo, B. (2011). Socio-economic profile and food safety knowledge and practice of street food vendors in the city of Guwahati, Assam, India. Food Control, 22(2), 196-203.
  • Cifci, I., Ogretmenoglu, M., Sengel, T., Demirciftci, T., & Kandemir Altunel, G. (2022). Effects of tourists' street food experience and food neophobia on their post-travel behaviors: The roles of destination image and corona-phobia. Journal of Quality Assurance in Hospitality & Tourism, 1-28.
  • CNN Travel (2018). CNN. Retrieved June 20, 2023 from https://edition.cnn.com/travel/article/best-cities-street-food/index.html
  • Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 164-182.
  • Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
  • Creswell, J. W., & Creswell, J. D. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  • Creswell, J. W. (2016). Arastirma deseni: Nitel, nicel ve karma yontem yaklasimlari (Çev. Edt. S. B. Demir). Eğiten Kitap, Ankara.
  • Da Silva, S. A., Cardoso, R. D. C. V., Góes, J. Â. W., Santos, J. N., Ramos, F. P., de Jesus, R. B., et al. (2014). Street food on the coast of Salvador, Bahia, Brazil: A study from the socio economic and food safety perspectives. Food Control, 40, 78-84.
  • Doong, H. S., Wang, H. C., & Law, R. (2012). An examination of the determinants of in‐flight duty‐free shopping: Hedonic and utilitarian motivations. International Journal of Tourism Research, 14(3), 303-306.
  • Gakobo, T. W., & Jere, M. G. (2016). An application of the theory of planned behavior to predict intention to consume African indigenous foods in Kenya. British Food Journal, 118(5), 1268-1280.
  • Gupta, V., Khanna, K., & Gupta, R. K. (2018). A study on the street food dimensions and its effects on consumer attitude and behavioural intentions. Tourism Review, 73(3), 374-388.
  • Hagger, M. S., Gucciardi, D. F., & Chatzisarantis, N. L. (2017). On nomological validity and auxiliary assumptions: The importance of simultaneously testing effects in social cognitive theories applied to health behavior and some guidelines. Frontiers in psychology, 8, 1933.
  • Hakeem, A., & Lee, H. (2018). Understanding Muslim visitors' attitudes towards Korean street food. International Journal of Tourism Sciences, 18(3), 215-235.
  • Han, H., Lee, S., & Lee, C. K. (2011). Extending the theory of planned behavior: Visa exemptions and the traveller decision-making process. Tourism Geographies: An International Journal of Tourism Space, Place and Environment, 13(1), 45-74.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19, 139–151.
  • Harman, S., Çakıcı, A. C., & Atalay, A. (2013). İsyanbul’a gelen sırtçantalı turistlerin seyahat motivasyonları üzerine bir araştırma. Sosyal Ekonomik Araştırmalar Dergisi, 25, 267-300.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
  • Higuchi, A., Davalos, J., & Hernani-Merino, M. (2017). Theory of planned behavior applied to fish consumption in modern Metropolitan Lima. Food Science and Technology (Campinas), 37(2), 202-208.
  • Hiamey, S. E., Amuquandoh, F. E., & Boison, G. A. (2013). Are we indeed what we eat? Street food consumption in the Market Circle area of Takoradi, Ghana. Nutrition and Health, 22(3/4), 215-235.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101.
  • Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Sage Publications.
  • Huang, S., & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
  • Hyde, K. F., & Lawson, R. (2003). The nature of independent travel. Journal of Travel Research, 42(1), 13-23.
  • Hyun, S. S., Han, H., & Kim, W. (2016). A model of patrons' impulsive ordering behaviors in luxury restaurants. Asia Pacific Journal of Tourism Research, 21(5), 541-569.
  • Jeaheng, Y., & Han, H. (2020). Thai street food in the fast growing global food tourism industry: Preference and behaviors of food tourists. Journal of Hospitality and Tourism Management, 45, 641-655.
  • Jun, J., Arendt, S. W., & Kang, J. (2016). Understanding customers' healthful food selection at restaurants: Roles of attitude, gender, and past experience. Journal of Food Service Business Research, 19(2), 197-212.
  • Kang, J., Jun, J., & Arendt, S. W. (2015). Understanding customers' healthy food choices at casual dining restaurants: Using the Value–Attitude–Behavior model. International Journal of Hospitality Management, 48, 12-21.
  • Kargiglioğlu, Ş., & Aksoy, M. (2020). The effect of street foods on destination selection in the context of planned behavior theory the case of Istanbul Province. Journal of Hospitality and Tourism Issues, 2(2), 122-142.
  • Khanna, S., Nagar, K., Chauhan, V., & Bhagat, S. (2022). Application of the extended theory of planned behavior to street-food consumption: Testing the effect of food neophobia among Indian consumers. British Food Journal, 124(2), 550-572
  • Khongtong, J., Karim, M. S., Othman, M., & Bolong, J. B. (2017). The mediation effects of consumers' need recognition and pre-purchase evaluation in consumers' decision-making on purchasing safe street food: The case in Nakhon Si Thammarat, Thailand. Journal of Foodservice Business Research, 20(2), 192-203.
  • Kılıçlar, A., Şahin, A., Sarıkaya, G. S., & Bozkurt, İ. (2018). Kişilik tiplerinin gıda tercihlerine etkisi. Journal of Tourism and Gastronomy Studies, 6(4), 779-811.
  • Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47
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Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism

Year 2023, Volume: 11 Issue: 3, 392 - 416, 01.09.2023
https://doi.org/10.30519/ahtr.1129337

Abstract

This study examines the intention of consuming street food during independent travelers' trips based on the Theory of Planned Behavior, which is expanded with the variables of past experience and hedonism. The relationships between the variables of attitude, subjective norm, perceived behavioral control and past experience, and behavioral intention variables were examined. Moreover, moderator role of hedonism variable in the relationship between attitude and behavioral intention was tested. The study was conducted in Istanbul, and 523 of 541 questionnaires were analyzed. Partial least squares structural equation modeling (PLS-SEM) was used to test the five hypotheses proposed in research model. Results showed that attitude, subjective norm, perceived behavioral control and experience, respectively, were important factors affecting the intention of independent travelers to consume street food. However, results also indicated that hedonism does not have a moderating effect between attitude and behavioral intention. It was shown in this study that the expanded Theory of Planned Behavior can be used to explain street food consumption intention. Finally, theoretical and managerial implications of the current study were presented.

References

  • Abdalla, M. A., Suliman, S. E., & Bakhiet, A. O. (2009). Food safety knowledge and practices of street foodvendors in Atbara City (Naher Elneel State Sudan). African Journal of Biotechnology, 8(24), 6967-6971.
  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Kuhl, J. and Beckman, J.(Ed.), Action- control: from cognition to behavior (pp. 11-39). Springer, Heidelberg.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Akşit, N. A. (2019). Yerli turistlerin sokak yiyeceklerine yönelik tutumlarının belirlenmesi. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 4(1), 47-61.
  • Andersen, V., Prentice, R., & Watanabe, K. (2000). Journeys for experiences: Japanese independent travelers in Scotland. Journal of Travel & Tourism Marketing, 9(1-2), 129-151.
  • Anisimova, T. (2016). Integrating multiple factors affecting consumer behavior toward organic foods: The role of healthism, hedonism, and trust in consumer purchase intentions of organic foods. Journal of Food Products Marketing, 22(7), 809-823.
  • Aybek, G., & Karakaş, H. (2022). Use the silver bullet on the right beast: A guide on usage of PLS-SEM in tourism and gastronomy studies. Advances in Hospitality and Tourism Research, 10(2), 327-336.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
  • Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative science quarterly, 421-458.
  • Basinski, S. (2014). Hot dogs, hipsters, and xenophobia: Immigrant street food vendors in New York. Social Research: An International Quarterly, 81(2), 397-408.
  • Bromley, R. (2000). Street vending and public policy: a global review. International Journal of Sociology and Social Policy, 20(1/2), 1-28.
  • Calloni, M. (2013). Street food on the move: A socio‐philosophical approach. Journal of the Science of Food and Agriculture, 93(14), 3406-3413.
  • Cardoso, R. D. C. V., Companion, M., & Marras, S. R. (Eds.) (2014). Street food: Culture, economy, health and governance. Routledge.
  • Chavarria, L. C. T. & Phakdee-auksorn, P. (2017). Understanding international tourists' attitudes towards street food in Phuket, Thailand. Tourism Management Perspectives, 21, 66-73.
  • Cho, J. I., Cheung, C. Y., Lee, S. M., Ko, S. I., Kim, K. H., Hwang, I. S., et al. (2011). Assessment of microbial contamination levels of street‐vended foods in Korea. Journal of Food Safety, 31(1), 41-47.
  • Choi, J., Lee, A., & Ok, C. (2013). The effects of consumers' perceived risk and benefit on attitude and behavioral intention: A study of street food. Journal of Travel &Tourism Marketing, 30(3), 222-237.
  • Choudhury, M., Mahanta, L., Goswami, J., Mazumder, M., & Pegoo, B. (2011). Socio-economic profile and food safety knowledge and practice of street food vendors in the city of Guwahati, Assam, India. Food Control, 22(2), 196-203.
  • Cifci, I., Ogretmenoglu, M., Sengel, T., Demirciftci, T., & Kandemir Altunel, G. (2022). Effects of tourists' street food experience and food neophobia on their post-travel behaviors: The roles of destination image and corona-phobia. Journal of Quality Assurance in Hospitality & Tourism, 1-28.
  • CNN Travel (2018). CNN. Retrieved June 20, 2023 from https://edition.cnn.com/travel/article/best-cities-street-food/index.html
  • Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 164-182.
  • Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
  • Creswell, J. W., & Creswell, J. D. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  • Creswell, J. W. (2016). Arastirma deseni: Nitel, nicel ve karma yontem yaklasimlari (Çev. Edt. S. B. Demir). Eğiten Kitap, Ankara.
  • Da Silva, S. A., Cardoso, R. D. C. V., Góes, J. Â. W., Santos, J. N., Ramos, F. P., de Jesus, R. B., et al. (2014). Street food on the coast of Salvador, Bahia, Brazil: A study from the socio economic and food safety perspectives. Food Control, 40, 78-84.
  • Doong, H. S., Wang, H. C., & Law, R. (2012). An examination of the determinants of in‐flight duty‐free shopping: Hedonic and utilitarian motivations. International Journal of Tourism Research, 14(3), 303-306.
  • Gakobo, T. W., & Jere, M. G. (2016). An application of the theory of planned behavior to predict intention to consume African indigenous foods in Kenya. British Food Journal, 118(5), 1268-1280.
  • Gupta, V., Khanna, K., & Gupta, R. K. (2018). A study on the street food dimensions and its effects on consumer attitude and behavioural intentions. Tourism Review, 73(3), 374-388.
  • Hagger, M. S., Gucciardi, D. F., & Chatzisarantis, N. L. (2017). On nomological validity and auxiliary assumptions: The importance of simultaneously testing effects in social cognitive theories applied to health behavior and some guidelines. Frontiers in psychology, 8, 1933.
  • Hakeem, A., & Lee, H. (2018). Understanding Muslim visitors' attitudes towards Korean street food. International Journal of Tourism Sciences, 18(3), 215-235.
  • Han, H., Lee, S., & Lee, C. K. (2011). Extending the theory of planned behavior: Visa exemptions and the traveller decision-making process. Tourism Geographies: An International Journal of Tourism Space, Place and Environment, 13(1), 45-74.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19, 139–151.
  • Harman, S., Çakıcı, A. C., & Atalay, A. (2013). İsyanbul’a gelen sırtçantalı turistlerin seyahat motivasyonları üzerine bir araştırma. Sosyal Ekonomik Araştırmalar Dergisi, 25, 267-300.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
  • Higuchi, A., Davalos, J., & Hernani-Merino, M. (2017). Theory of planned behavior applied to fish consumption in modern Metropolitan Lima. Food Science and Technology (Campinas), 37(2), 202-208.
  • Hiamey, S. E., Amuquandoh, F. E., & Boison, G. A. (2013). Are we indeed what we eat? Street food consumption in the Market Circle area of Takoradi, Ghana. Nutrition and Health, 22(3/4), 215-235.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101.
  • Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Sage Publications.
  • Huang, S., & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
  • Hyde, K. F., & Lawson, R. (2003). The nature of independent travel. Journal of Travel Research, 42(1), 13-23.
  • Hyun, S. S., Han, H., & Kim, W. (2016). A model of patrons' impulsive ordering behaviors in luxury restaurants. Asia Pacific Journal of Tourism Research, 21(5), 541-569.
  • Jeaheng, Y., & Han, H. (2020). Thai street food in the fast growing global food tourism industry: Preference and behaviors of food tourists. Journal of Hospitality and Tourism Management, 45, 641-655.
  • Jun, J., Arendt, S. W., & Kang, J. (2016). Understanding customers' healthful food selection at restaurants: Roles of attitude, gender, and past experience. Journal of Food Service Business Research, 19(2), 197-212.
  • Kang, J., Jun, J., & Arendt, S. W. (2015). Understanding customers' healthy food choices at casual dining restaurants: Using the Value–Attitude–Behavior model. International Journal of Hospitality Management, 48, 12-21.
  • Kargiglioğlu, Ş., & Aksoy, M. (2020). The effect of street foods on destination selection in the context of planned behavior theory the case of Istanbul Province. Journal of Hospitality and Tourism Issues, 2(2), 122-142.
  • Khanna, S., Nagar, K., Chauhan, V., & Bhagat, S. (2022). Application of the extended theory of planned behavior to street-food consumption: Testing the effect of food neophobia among Indian consumers. British Food Journal, 124(2), 550-572
  • Khongtong, J., Karim, M. S., Othman, M., & Bolong, J. B. (2017). The mediation effects of consumers' need recognition and pre-purchase evaluation in consumers' decision-making on purchasing safe street food: The case in Nakhon Si Thammarat, Thailand. Journal of Foodservice Business Research, 20(2), 192-203.
  • Kılıçlar, A., Şahin, A., Sarıkaya, G. S., & Bozkurt, İ. (2018). Kişilik tiplerinin gıda tercihlerine etkisi. Journal of Tourism and Gastronomy Studies, 6(4), 779-811.
  • Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47
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There are 85 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Article
Authors

Osman Can Kurt 0000-0003-2311-8119

Yeşim Helhel 0000-0002-1293-6450

Early Pub Date July 10, 2023
Publication Date September 1, 2023
Submission Date June 11, 2022
Published in Issue Year 2023 Volume: 11 Issue: 3

Cite

APA Kurt, O. C., & Helhel, Y. (2023). Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. Advances in Hospitality and Tourism Research (AHTR), 11(3), 392-416. https://doi.org/10.30519/ahtr.1129337


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