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Media type:
E-Article
Title:
Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism
Contributor:
KURT, Osman Can;
HELHEL, Yeşim
Published:
Advances in Hospitality and Tourism Research, 2023
Published in:
Advances in Hospitality and Tourism Research (AHTR), 11 (2023) 3, Seite 392-416
Language:
Not determined
DOI:
10.30519/ahtr.1129337
ISSN:
2147-9100
Origination:
Footnote:
Description:
This study examines the intention of consuming street food during independent travelers' trips based on the Theory of Planned Behavior, which is expanded with the variables of past experience and hedonism. The relationships between the variables of attitude, subjective norm, perceived behavioral control and past experience, and behavioral intention variables were examined. Moreover, moderator role of hedonism variable in the relationship between attitude and behavioral intention was tested. The study was conducted in Istanbul, and 523 of 541 questionnaires were analyzed. Partial least squares structural equation modeling (PLS-SEM) was used to test the five hypotheses proposed in research model. Results showed that attitude, subjective norm, perceived behavioral control and experience, respectively, were important factors affecting the intention of independent travelers to consume street food. However, results also indicated that hedonism does not have a moderating effect between attitude and behavioral intention. It was shown in this study that the expanded Theory of Planned Behavior can be used to explain street food consumption intention. Finally, theoretical and managerial implications of the current study were presented.