ความสัมพันธ์ระหว่างการรับรู้และความเชื่อมั่นกับการเลือกบริโภคอาหารริมบาทวิถี ของนักท่องเที่ยวต่างชาติในกรุงเทพมหานคร

Kamonthip Doungjan

Authors

Kamonthip Doungjan -

Keywords:

Perception, Trust, Consumption Behavior, Street Food, International Tourists

Abstract

This survey research by cross-sectional study aimed to assess the levels of perception, confidence, and street food consumption choice, and to examine the relationships between perception and confidence in food sanitation and street food consumption choice among foreign tourists in Bangkok. The participants were 150 foreign tourists. Data were collected using a structured questionnaire and analyzed using descriptive statistics and multiple linear regression analysis.

The results showed that 98.70% of the participants had a high level of perception of street food sanitation, with a mean score of 46.59 (SD = 2.31). Regarding confidence in street food sanitation, 98.00% of the participants had a high level, with a mean score of 45.34 (SD = 2.33). In addition, 98.70% of the participants had a high level of street food consumption choice, with a mean score of 48.45 (SD = 1.94). Spearman’s rank correlation analysis revealed that confidence in street food sanitation was positively associated with street food consumption choice (ρ = 0.308, p < 0.001), whereas perception was not significantly associated with street food consumption choice (ρ = 0.137, p = 0.095). Multiple linear regression analysis showed that confidence in street food sanitation (B = 0.149, β = 0.179, p = 0.033), age (B = 0.027, β = 0.203, p = 0.034), and the Middle Eastern region (B = −1.826, β = −0.246, p = 0.009) were significantly associated with street food consumption choice. The model explained 17.4% of the variance in street food consumption choice (R² = 0.174; Adjusted R² = 0.088).

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