THE EFFECTS OF CULTURAL DIFFERENCES ON THE STREET FOOD CONSUMPTION BEHAVIOR OF FOREIGN TOURISTS IN BANGKOK
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This research aimed to study cultural differences, demographic characteristics, and country of residence of international tourists in relation to their street food consumption behavior in Bangkok, and to examine the influence of food knowledge, past food experience, and attitude on that behavior. This was a quantitative study that collected data from 400 international tourists using a questionnaire. The data were analyzed using descriptive statistics (mean and standard deviation), One-Way ANOVA, and Binary Logistic Regression. The results showed that tourists had a high level of street food knowledge, experience, and attitude in every aspect, particularly in terms of the enjoyment and memorability of the experience. The One-Way ANOVA results indicated that only country of residence/ continent had a statistically significant influence on the frequency of street food consumption (Sig. = .045), whereas gender and age did not have a statistically significant influence. The Binary Logistic Regression results showed that the overall model of knowledge, experience, and attitude was not statistically significant in predicting behavior (Sig. = .129). When the individual variables were examined, attitude was found to have a statistically significant relationship in the opposite direction from what had been expected (B = -.521, Sig. = .030), reflecting a gap between attitude and actual behavior. The findings suggested that country of residence/culture should be the primary criterion for designing the marketing strategies of entrepreneurs and tourism agencies, rather than segmentation by gender or age, in order to strengthen tourists’ confidence in hygiene and reduce the gap between attitude and actual behavior. This research proposed a framework for future studies by adding behavioral intention as a mediating variable between attitude and actual behavior, and positioning country of residence/culture as a moderating context for the relationship.
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