Mehri Yasami, Pornpisanu Promsivapallop and Tatiyaporn Jarumaneerat

Abstract: This study proposes a conceptual model by integrating and testing a comprehensive set of motivational and constraint factors effecting international tourists’ attitude and behavioural responses concerning consumption of street food at destinations. A total of 507 completed questionnaires were collected in Phuket, Thailand. Results of the data analyses suggest that price value, convenience, and authentic experience have significant positive effects on the attitude towards destination street food. As for constraints, distrust is a factor with no significant association to attitude, while environmental risk, health risk, and hygienic risk negatively influence the attitude. The overall attitude, perceived behavioural control, and subjective norms predict behavioural intentions. This study contributes to tourism literature by simultaneously testing the explanatory power of both motivational and constraint factors of potential street food consumers in predicting their overall attitude.

Keywords: Motivation, constraint, destination street food, theory of planned behaviour