ABSTRACT
The study aims to give a better understanding of Muslim visitor’s attitudes towards KSF vendors/stalls/hawkers. Many studies have already covered the street food Vendors from different point of view within various destinations. However, there is a lack of research on KSF, and a focus on it from the Muslim perspective is absent. Thus, research focusses mainly on: 1) The KSF Vendors; 2) From halal perspective; and 3) What kind of attitudes are held by Muslim visitors towards those Vendors. Questionnaire distributed through-out online communities as well as famous tourist sites in Seoul, and the hypothesized model consists of subjective norms, behavioral intentions, and Muslim visitors’ attitudes; which is: (Halal awareness, Product ingredients, Halal certificate, and Islamic brand). Lastly, Data was analyzed using SPSS and results show a significant relationship between the HC and Muslim visitors’ attitudes towards KSF, as well as the SN, which in turn leads to their BIs.
Disclosure statement
No potential conflict of interest was reported by the author.