Influence of Thai Street Food Quality, Price, and Involvement on Traveler Behavioral Intention: Exploring Cultural Difference (Eastern versus Western)
Yoksamon Jeaheng, Amr Al‐Ansi, Bee‐Lia Chua, Abdul Hafaz Ngah, Hyungseo Bobby Ryu, Antonio Ariza‐Montes +1 more
Psychology Research and Behavior Management
Abstract
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.
Concepts
GastronomyTourismMarketingPopularityBusinessAdvertisingService qualityFood quality