THE INFLUENCE OF CULTURAL DIFFERENCES ON STREET FOOD CONSUMPTION BEHAVIOR

Abstract

            This study aimed to 1) examine the influence of cultural differences on street food consumption behavior among foreign tourists in Thailand, and 2) determine the extent to which cultural differences significantly predict such behavior. The sample group consisted of foreign tourists from various countries who had experience consuming street food in Thailand. A total of 400 respondents were selected as the sample using purposive sampling, which is considered appropriate for multivariate statistical analysis, including multiple regression analysis.
            The research instrument was a self-administered questionnaire consisting of five sections covering general information, tourist behavior, gastronomy knowledge, gastronomy experience, and attitude toward street food consumption. Content validity was assessed by three experts in tourism and hospitality studies, yielding an Index of Item-Objective Congruence (IOC) of .84. The instrument was subsequently refined and pilot-tested with 30 respondents, and reliability analysis produced a Cronbach's alpha coefficient of .91, indicating high internal consistency. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, namely multiple regression analysis.
            The findings reveal that cultural-related factors, including gastronomy knowledge, gastronomy experience, and attitudes toward street food consumption, significantly influenced foreign tourists' street food consumption behavior in Thailand. Among these factors, gastronomy experience demonstrated the strongest predictive power, followed by gastronomy knowledge, suggesting that experiential and cognitive dimensions play a critical role in shaping tourist behavior. Positive street food experiences - particularly enjoyment, cultural learning, perceived quality, and expectation confirmation were found to enhance favorable attitudes and behavioral intentions toward street food consumption.
            Overall, the results highlight the importance of cultural differences and experiential engagement in understanding foreign tourists' street food consumption behavior, offering valuable implications for tourism policy, destination management, and the sustainable development of street food tourism in Thailand.