Research Article | Open Access
CHINESE DOMESTIC VISITORS’ ATTITUDES TOWARDS STREET FOOD IN ZHONGSHAN ROAD NIGHT MARKET, NANNING, CHINA
Chia Kei Wei , and Ge Jia Ying , Hong Kay Tze
Pages: 6203-6216
Abstract
Night markets and street food have a long history in China, and there are a plethora of them in various provinces and towns around the country. It has steadily evolved into a cultural experience venue for visitors and residents to enjoy authentic local cuisine, while also providing considerable economic advantages to food sellers in the process. It was decided to use the Theory of Planned Behaviour in order to better understand the intents of Chinese domestic visitors to purchase street foods at the night market in this study. The data for this study was collected from domestic visitors to Zhongshan Road Night Market, which is one of the most popular tourist locations in Nanning, China, using a nonprobability convenience sampling approach. It was decided to conduct a survey with 387 participants, and Smart PLS was used to analyse the results. The findings demonstrated that attitudes and subjective norm are major drivers of domestic visitors' attitudes toward street food purchase,but perceived behavioural control is an inconsequential factor of their attitudes toward street food purchase. This research contributes to the field of food studies by examining the use of the Theory of Planned Behaviour in a destination environment for food tourism.
Keywords
night market, street food, theory of planned behaviour, destination