Thai street food as authentic tourism experience: the theory of consumption perspective

ABSTRACT

This study explores the interplay between street food experiences, perceptions of authenticity, and the behavioral intentions of international tourists in the context of street food consumption. Additionally, it examines whether dimensions of consumption value moderate the relationship between street food experience and perceived authenticity, as well as between perceived authenticity and behavioral intentions. Data from 362 surveys, collected via a crowdsourcing panel data website, were analyzed using the PLS-SEM model. The findings reveal that street food experiences significantly influence both perceptions of authenticity and the behavioral intentions of international tourists. However, the dimensions of consumption value did not demonstrate a moderating effect on the relationship between these constructs. Accordingly, street food vendors are advised to enhance the overall consumer experience by offering high-quality, unique, and hygienic options, rather than focusing solely on creating value.

KEYWORDS:

• Street food experience
• perceived authenticity
• consumption value
• Thailand

Acknowledgements

This research project was financially supported by Faculty of Tourism and Hotels Management, Maha Sarakham University.

Disclosure statement

No potential conflict of interest was reported by the author(s).