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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Published:
Jan 27, 2019
Keywords:
street food food safety food quality Khao San road
Main Article Content
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.
Article Details
How to Cite
Suphaphon, W., & Agmapisarn, C. (2019). Food-quality factors and attitudes that influence inbound tourist’s perception of street food safety. Case study: Khao San Road, Bangkok. WMS Journal of Management, 8(1), 10–23. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/168242
Section
Research Articles-Academic Articles
References
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Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit Measures. Methods of Psychological Research Online, 8(2), 23–74. doi.org/10.1002/0470010940
Sereerat, S. (1995). Consumer Behavior. Bangkok: Pattana publshing company.
Sirathanon, N. (2013). Street food dining behaviors on Yaowaraj road among working-aged consumers in Bangkok. (Master’s thesis, Srinakharinwirot University). Retrieved from
http://mba.swu.ac.th/article/fileattachs/10022015115232_f_0.pdf
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13, 290-312. https://doi.org/10.2307/270723
The National Bureau of Agricultural Commodity and Food Standards. (2007). Code of Conduct: General Guidelines on Food Hygiene. Retrieved from http://www.acfs.go.th/standard/download/std_health_food.pdf
Van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal, 110(10), 1034-1046. doi.org/10.1108/00070700810906642
Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food Quality and Preference, 8(1), 19-26. doi.org/10.1016/S0950-3293(96)00004-3
Wiratchai, N. (2005). Research Trends for Knowledge-based society. Journal of Educational Administration Khon Kaen University, 1(2), 9-18.
Wongsangam, O. (2013). Food Engineering and Bioprocess Technology. Retrieved December from www.phrae.mju.ac.th/program/FoodTech/index.php/2.../9-2013-05-17-02-54-45
Yatmo, Y. A. (2008). Street Vendors as ‘Out of Place’ Urban Elements. Journal of Urban Design, 13(3), 387-402.
Zumbo, B. D. (2005). Structural Equation Modeling and Test Validation. In Encyclopedia of Statistics in Behavioral Science (pp. 1951–1958). Chichester, UK: John Wiley & Sons, Ltd. doi.org/10.1002/0470013192.bsa654
Bureau of Epidemiology. (2014). Foodborne illness. Retrieved from http://www.boe.moph.go.th/Annual/AESR2014/aser/2557/Part%201/1-7/food_poisoning.pdf
Bureau of food and water sanitation. (2012). Food Safety Surveillance. Retrieved from http://foodsan.anamai.moph.go.th/main.php?filename=1_18
Choi, J., Lee, A., & Ok, C. (2013). The Effects of consumers' perceived risk and benefit on attitude and behavioral intention: A study of street food. Journal of Travel & Tourism Marketing, 30(3), 222-237. doi.10.1080/10548408.2013.774916
CNNGO. (2012). Travel. Retrieved from http://travel.cnn.com
Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. United Kingdom: Psychology Press.
Damapong, S. (2016). Eat street food: the risk of Toxins and Germs.Retrieved from http://www.matichon.co.th/news/60730
Department of Tourism. (2016). Project on Promotion and Development of Thai Culture on the Thai Food. Retrieved from www.citizenthaipbs.net/node/8114
Dobson, K. S. (1989). Real and perceived interpersonal responses to subclinically anxious and depressed targets. Cognitive Therapy and Research, 13(1), 37-47. doi.10.1007/BF01178488
Ekanem, E. O. (1998). The street food trade in Africa: Safety and socio-environmental issues. Food Control, 9(4), 211-215. doi.10.1016/S0956-7135(97)00085-6
Food and Agriculture Organization of the United Nations (2005). Street foods. Retrieved from http://www.fao.org/fcit/food-processing/street-foods/en
Food and Drug Administration. (2009). Food consumption warning. Retrieved from http://www.fda.moph.go.th/food_safety/data_center/data_mod/3.pdf
Food Network Solution. (2015). Food hazard. Retrieved from www.foodnetworksolution.com.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi.org/10.2307/3151312
Frazier, P. A., Tix, A. P., & Barron, K. E. (2004). Testing moderator and mediator effects in counseling psychology research. Journal of Counseling Psychology, 51(1), 115–134. doi.10.1037/0022-0167.51.1.115
Garrison, K., & Magoon, R. (1972). Educational psychology. OH: Charles E: Merrill Publishing.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). NJ: Pearson Prentice Hall.
Huse, E. F., & Bowditch, J. L. (1977). Behavior in organization: A system approach. Boston, MA: Addison Wesley.
Jitvirat, K., Jinandech, N., Jaruterasan, P., & Yamniyom, U. (2013). Analysis and presentation of multilevel structural equation modeling using Mplus program. Journal of the Association of Researchers, 18(2), 70-83.
Jolliffe, I. T. (1986). Principal Component Analysis and Factor Analysis. Principal component analysis: Springer.
Lee, L. E., Niode, O., Simonne, A. H., & Bruhn, C. M. (2012). Consumer perceptions on food safety in Asian and Mexican restaurants. Food Control, 26(2), 531-538. doi.org/10.1016/j.foodcont.2012.02.010
Ministry of Public Health. (2016). Food Safety Policy. Retrieved from http://pr.prd.go.th/Chaiyaphum/ewt_news.php?nid=11676
Ministry of Tourism and Sports (2015). Tourism Economic Report No. 4. Retrieved from https://drive.google.com/file/d/0B8tyin-EEF0wNlJvSlg0NF9EUFU/edit.
Ministry of Tourism and Sport. (2017). Building confidence in Street Food for food tourism at Khao Sarn Road. Retrieved from http://www.mots.go.th/content.php?nid=8658&filename=index
Munn, N. L. (1971). The evolution of the human mind: CA: Houghton Mifflin Harcourt (HMH).
Nicholls, T. (2000). Chemical residues related to food safety [Paper based on a presentation at the International
Food Safety Conference (1999: Melbourne)]. Food Australia, 52(7), 271-273. Retrieved from http://search.informit.com.au/documentSummary;dn=200011471;res=IELAPA
Panpakdee, A. (2016). The Comparison of the Use of Statistics Analysis in Testing Construct Validity of Social Capital: An Exploratory Factor Analysis (EFA) and A Confirmatory Factor Analysis (CFA). Journal of Business, Economics and Communications, 11(2), 46-61.
Prasertsak, W. (2012). Concepts and definitions of food security. Retrieved from http://www.polsci.tu.ac.th/fileupload/36/24.pdf
Pricboonchan, S. (2008). How you can avoid the gastrointestinal disease when you are eating food. Retrieved from http://oknation.nationtv.tv/blog/ION/2008/07/31/entry-1
Rane, S. (2011). Street Vended Food in Developing World: Hazard Analyses. Indian Journal of Microbiology, 51(1), 100-106.doi.org/10.1007/s12088-011-0154-x
Rheinländer, T., Olsen, M., Bakang, J. A., Takyi, H., Konradsen, F., & Samuelsen, H. (2008). Keeping Up Appearances: Perceptions of Street Food Safety in Urban Kumasi, Ghana. Journal of Urban Health, 85(6), 952-964. doi.org/10.1007/s11524-008-9318-3
Rimal, A., Fletcher, S. M., McWatters, K., Misra, S. K., & Deodhar, S. (2001). Perception of food safety and changes in food consumption habits: a consumer analysis. International Journal of Consumer Studies, 25(1), 43-52. https://doi.org/10.1111/j.1470-6431.2001.00162.x
Röhr, A., Lüddecke, K., Drusch, S., Müller, M. J., & Alvensleben, R. V. (2005). Food quality and safety–– consumer perception and public health concern. Food Control, 16(8), 649-655. doi.org/10.1016/j.foodcont.2004.06.001
Samapundo, S., Climat, R., Xhaferi, R., & Devlieghere, F. (2015). Food safety knowledge, attitudes and practices of street food vendors and consumers in Port-au-Prince, Haiti. Food Control, 50, 457-466.
doi.org/10.1016/j.foodcont.2014.09.010
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit Measures. Methods of Psychological Research Online, 8(2), 23–74. doi.org/10.1002/0470010940
Sereerat, S. (1995). Consumer Behavior. Bangkok: Pattana publshing company.
Sirathanon, N. (2013). Street food dining behaviors on Yaowaraj road among working-aged consumers in Bangkok. (Master’s thesis, Srinakharinwirot University). Retrieved from
http://mba.swu.ac.th/article/fileattachs/10022015115232_f_0.pdf
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13, 290-312. https://doi.org/10.2307/270723
The National Bureau of Agricultural Commodity and Food Standards. (2007). Code of Conduct: General Guidelines on Food Hygiene. Retrieved from http://www.acfs.go.th/standard/download/std_health_food.pdf
Van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal, 110(10), 1034-1046. doi.org/10.1108/00070700810906642
Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food Quality and Preference, 8(1), 19-26. doi.org/10.1016/S0950-3293(96)00004-3
Wiratchai, N. (2005). Research Trends for Knowledge-based society. Journal of Educational Administration Khon Kaen University, 1(2), 9-18.
Wongsangam, O. (2013). Food Engineering and Bioprocess Technology. Retrieved December from www.phrae.mju.ac.th/program/FoodTech/index.php/2.../9-2013-05-17-02-54-45
Yatmo, Y. A. (2008). Street Vendors as ‘Out of Place’ Urban Elements. Journal of Urban Design, 13(3), 387-402.
Zumbo, B. D. (2005). Structural Equation Modeling and Test Validation. In Encyclopedia of Statistics in Behavioral Science (pp. 1951–1958). Chichester, UK: John Wiley & Sons, Ltd. doi.org/10.1002/0470013192.bsa654