Food-quality factors and attitudes that influence inbound tourist’s perception of street food safety. Case study: Khao San Road, Bangkok

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Wanna Suphaphon Charoenchai Agmapisarn

Abstract

The objectives of this research are 1) to study the level of food quality, attitudes and perceptions towards food safety of inbound tourists about street food in Khao San Road, 2) to examine whether effects of food quality and attitudes towards food safety influence the perceptions about food safety of inbound tourists, and 3) to provide a guideline about how to increase awareness of safety and implementation strategies of street food in Khao San Road. Sample data were collected from 195 inbound tourists, through questionnaire surveys. The findings are: 63.6% of inbound tourists were from the European region, 50.3% were male, 36.9% had a monthly income of more than $2,000 USD and 64.6% of inbound tourists visited for leisure/recreation. Inbound tourists have a significant positive opinion about food quality, attitudes towards food safety, and the perceptions of food safety. The factor analysis revealed that all latent variables perceptions toward food safety, attitude towards food safety and food quality were consistent with the models and had construct validity or consistency with the empirical data. The structural equation modelling also fits well with the empirical data set. This study reveals that food quality has a direct positive influence on the perception of food safety. On the one hand, food quality powerfully influences attitudes towards food safety. Attitudes towards food safety also have big influence on the perception of street food safety among foreign tourists, visiting Khao San Road.

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Section
Research Articles-Academic Articles
Author Biographies

Wanna Suphaphon

Master of Management Program in Integrated Tourism and Hospitality Management, Graduate School of Tourism Management, National Institute of Development Administration

Charoenchai Agmapisarn

Graduate School of Tourism Management, National Institute of Development Administration

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