Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism

Osman Can KURT, (Akdeniz Üniversitesi, Manavgat Meslek Yüksekokulu, Otel, Restoran ve Yiyecek Hizmetleri Bölümü, Antalya, Türkiye)
Yeşim HELHEL (Akdeniz Üniversitesi, Turizm Fakültesi, Turizm İşletmeciliği Bölümü, Antalya, Türkiye)
Advances in Hospitality and Tourism Research (AHTR)
0 1
Yıl: 2023 Cilt: 11 Sayı: 3 Sayfa Aralığı: 392 - 416 Metin Dili: İngilizce DOI: 10.30519/ahtr.1129337 İndeks Tarihi: 07-09-2023

Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism

Öz:
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.
Anahtar Kelime: hedonism independent travelers street food past experience theory of planned behavior

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • 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
  • Kumar, R. (2011). Research Methodology: a step by step guide for beginners. (3. Ed). Sage publications.
  • Lee, S. Y. (2007). Structural equation modeling: A Bayesian approach (Vol. 711): John Wiley & Sons
  • Lee, S., Park, H., & Ahn, Y. (2020). The influence of tourists' experience of quality of street foods on destination's image, life satisfaction, and word of mouth: The moderating impact of food neophobia. International Journal of Environmental Research and Public Health, 17(1), 163.
  • Lee, H. J., & Yun, Z. S. (2015). Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39, 259-267.
  • Lim, W. M. (2014). The antecedents and consequences of customer hedonism in hospitality services. Journal of Hospitality Marketing & Management, 23(6), 626-651.
  • Liu, Z., Zhang, G., & Zhang, X. (2014). Urban street foods in Shijiazhuang city, China: Current status, safety practices and risk mitigating strategies. Food Control, 41, 212-218.
  • Maknu, T. S. R., Manan, H. A., Arrifin, S., & Yadil, V. N. I. M. D. (2020). Understanding how gastronomy behaviours influence the repatronage intention of Malaysian Muslim tourists' toward Japanese street food vendors. Journal of Entrepreneurship and Business, 8(2), 78-81.
  • Martin, N. (2014). Food fight! Immigrant street vendors, gourmet food trucks and the differential valuation of creative producers in Chicago. International Journal of Urban and Regional Research, 38(5), 1867-1883.
  • Menozzi, D., Sogari, G., & Mora, C. (2015). Explaining vegetable consumption among young adults: An application of the theory of planned behaviour. Nutrients, 7(9), 7633-7650.
  • Mudunkotuwa, M. D. M., & Arachchi, R. S. S. W. (2020). The impacts of tourists’ perceived risk on attitude and behavioral intention towards street food: A case study of Central Colombo. Journal of Tourism Economics and Applied Research, 4(2), 49-63.
  • Murphy, L., & Pearce, P. L. (1995). Young budget travelers: Backpackers in Australia. Annals of Tourism Research, 22(4), 819-843.
  • Muyanja, C., Nayiga, L., Brenda, N., & Nasinyama, G. (2011). Practices, knowledge and risk factors of street food vendors in Uganda. Food Control, 22(10), 1551-1558.
  • Newman, L. L. & Burnett, K. (2013). Street food and vibrant urban spaces: Lessons from Portland, Oregon. Local Environment, 18(2), 233–248.
  • Ozcelik, A., & Akova, O. (2021). The impact of street food experience on behavioural intention. British Food Journal, 123(12), 4175-4193
  • Padgett, B. C., Kim, H., Goh, B. K., & Huffman, L. (2013). The usefulness of the theory of planned behavior: Understanding US fast food consumption of generation Y Chinese consumers. Journal of Food Service Business Research, 16(5), 486-505.
  • Privitera, D. (2012). Street food as form of expression and socio-cultural differentiation. In 12th PASCAL International Observatory Conference. Catania.
  • Rewtrakunphaiboon, W., & Sawangdee, Y. (2022). Street food tour experience, satisfaction and behavioural intention: Examining experience economy model. Tourism and Hospitality Management, 28(2), 277-296.
  • Richards, G., & Wilson, J. (2004). The global nomad: Backpacker travel in theory and practice. G. Richards and J. Wilson (eds.), The global nomad: motivations and behaviour of independent travellers worldwide (pp. 14-42). Channel View, Clevedon.
  • Ryu, K., & Han, H. (2010). Predicting tourists' intention to try local cuisine using a modified theory of reasoned action: The case of New Orleans. Journal of Travel & Tourism Marketing, 27(5), 491-506. 82
  • Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432.
  • Ryu, K., & Jang, S. (2006). Intention to experience local cuisine in a travel destination: The modified theory of reasoned action. Journal of Hospitality & Tourism Research, 30(4), 507-516.
  • Sarstedt, M., Hair Jr, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211.
  • Şahin, E., & Solunoğlu, A. (2019). Planlı davranış teorisi kapsamında sokak yemeği yeme niyetinin ölçülmesi: Mersin örneği. Seyahat ve Otel İşletmeciliği Dergisi, 16(3), 383-397.
  • Shipman, Z. D., & Durmuş, B. (2016). The impact of personality traits on intention to try new tastes: Food related behaviours of generation X and Y due to personality traits. European Journal of Business and Management, 8(23), 164-170.
  • Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004, June). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS scientific meeting 1(2), 739-742.
  • Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. Washington, DC.
  • Tinker, I. (1993). The street food project: Using research for planning. Berkeley Planning Journal, 8(1).
  • Tsaur, S. H., Yen, C. H., & Chen, C. L. (2010). Independent tourist knowledge and skills. Annals of Tourism Research, 37(4), 1035-1054.
  • Ukenna, S. I., Ogbari, M. E., Adeola, A., & Nkamnebe, A. D. (2018). Applying the extended theory of planned behaviour to predict sustainable street food patronage: An integrated conceptual framework. Journal of Business, 2(1), 100-119.
  • Ünal, S. & Ceylan, C. (2008). Tüketicileri hedonik alışverişe yönelten nedenler: İstanbul ve Erzurum illerinde karşılaştırmalı bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22(2), 265-283.
  • Wen, J., Kozak, M., Yang, S., & Liu, F. (2021). COVID-19: potential effects on Chinese citizens' lifestyle and travel. Tourism Review, 76(1), 74-87.
  • World Health Organization (WHO). (1996). Essential safety requirements for street vended foods. Retrieved May 27, 2023, from https://apps.who.int/iris/bitstream/handle/10665/63265/WHO_FNU_FOS_96.7.pdf?sequence=1&isAllowed=y
  • Wu, K. (2014). Chinese outbound tourists food consumption in the US: An extension of the Theory of Planned Behavior. Unpublished master’s thesis, Hotel Administration Department, University of Nevada, Las Vegas, USA.
  • Ye, B. H., Zhang, H. Q., & Yuan, J. (2017). Intentions to participate in wine tourism in an emerging market: Theorization and implications. Journal of Hospitality & Tourism Research, 41(8), 1007-1031.
  • Yeap, J. A., Ong, K. S. G., Yapp, E. H., & Ooi, S. K. (2019). Hungry for more: understanding young domestic travellers' return for Penang street food. British Food Journal, 122(6), 1935-1952.
  • Yıldırım, Ö., & Albayrak, A. (2019). Yabancı turistlerin İstanbul sokak yemeklerini değerlendirmeleri üzerine bir çalışma. Journal of Tourism and Gastronomy Studies, 7(2), 1077-1092.
APA KURT O, Helhel Y (2023). Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. , 392 - 416. 10.30519/ahtr.1129337
Chicago KURT Osman Can,Helhel Yeşim Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. (2023): 392 - 416. 10.30519/ahtr.1129337
MLA KURT Osman Can,Helhel Yeşim Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. , 2023, ss.392 - 416. 10.30519/ahtr.1129337
AMA KURT O,Helhel Y Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. . 2023; 392 - 416. 10.30519/ahtr.1129337
Vancouver KURT O,Helhel Y Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism. . 2023; 392 - 416. 10.30519/ahtr.1129337
IEEE KURT O,Helhel Y "Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism." , ss.392 - 416, 2023. 10.30519/ahtr.1129337
ISNAD KURT, Osman Can - Helhel, Yeşim. "Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism". (2023), 392-416. https://doi.org/10.30519/ahtr.1129337
APA KURT O, 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. 10.30519/ahtr.1129337
Chicago KURT Osman Can,Helhel Yeşim 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, no.3 (2023): 392 - 416. 10.30519/ahtr.1129337
MLA KURT Osman Can,Helhel Yeşim 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), vol.11, no.3, 2023, ss.392 - 416. 10.30519/ahtr.1129337
AMA KURT O,Helhel Y 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). 2023; 11(3): 392 - 416. 10.30519/ahtr.1129337
Vancouver KURT O,Helhel Y 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). 2023; 11(3): 392 - 416. 10.30519/ahtr.1129337
IEEE KURT O,Helhel Y "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, ss.392 - 416, 2023. 10.30519/ahtr.1129337
ISNAD KURT, Osman Can - Helhel, Yeşim. "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 (2023), 392-416. https://doi.org/10.30519/ahtr.1129337
Sayfa Oluşturulma Tarihi
27-04-2024 9:6

İLETİŞİM

TÜBİTAK ULAKBİM TR Dizin

Yüzüncüyıl, İşçi Blokları Mahallesi

Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

TÜBİTAK ULAKBİM Ulusal Akademik Ağ ve Bilgi Merkezi Cahit Arf Bilgi Merkezi © Tüm Hakları Saklıdır. Gizlilik Politikası Kullanım Şartları