The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior
Sensation seeking plays a role in explaining tourists' behavior in tourism and hospitality. However, there is limited knowledge about the effects of sensation seeking on street food consumption by travelers. This study examines how sensation seeking affects tourists' intentions to consume...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2025.2460716 |
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| author | Tran Thi Tuyet Minh Phuong Do Ninh Nguyen |
| author_facet | Tran Thi Tuyet Minh Phuong Do Ninh Nguyen |
| author_sort | Tran Thi Tuyet |
| collection | DOAJ |
| description | Sensation seeking plays a role in explaining tourists' behavior in tourism and hospitality. However, there is limited knowledge about the effects of sensation seeking on street food consumption by travelers. This study examines how sensation seeking affects tourists' intentions to consume street food by incorporating the theory of planned behavior and the moderating effect of gender. This study adopted a survey method to obtain data from 421 international tourists in three major cities of Vietnam (Hanoi, Danang, and Ho Chi Minh City). Multivariate data analysis shows that tourists' attitudes, subjective norms, and perceived behavioral control positively impact their intentions to consume street food. Moreover, sensation seeking affects attitude and perceived behavioral control, leading to intentions to consume street food. Notably, gender moderates the impact of sensation seeking on attitude and subjective norms and the effects of subjective norms and perceived behavioral control on intentions to consume street food. These findings expand the current understanding of the theory of planned behavior research in the street food context and uniquely explain the mechanism through which sensation seeking enhances street food consumption intention. They also provide valuable practical implications to Vietnamese destination marketers, government administrators, and street vendors in attracting international tourists. |
| format | Article |
| id | doaj-art-18519455a0314354a6347e61569bcca3 |
| institution | Kabale University |
| issn | 2331-1886 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-18519455a0314354a6347e61569bcca32025-02-05T10:03:44ZengTaylor & Francis GroupCogent Social Sciences2331-18862025-12-0111110.1080/23311886.2025.2460716The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behaviorTran Thi Tuyet0Minh Phuong Do1Ninh Nguyen2Faculty of Hospitality and Tourism, Thuongmai University, Hanoi, VietnamFaculty of Hospitality and Tourism, Thuongmai University, Hanoi, VietnamSchool of Management, RMIT University, Melbourne, AustraliaSensation seeking plays a role in explaining tourists' behavior in tourism and hospitality. However, there is limited knowledge about the effects of sensation seeking on street food consumption by travelers. This study examines how sensation seeking affects tourists' intentions to consume street food by incorporating the theory of planned behavior and the moderating effect of gender. This study adopted a survey method to obtain data from 421 international tourists in three major cities of Vietnam (Hanoi, Danang, and Ho Chi Minh City). Multivariate data analysis shows that tourists' attitudes, subjective norms, and perceived behavioral control positively impact their intentions to consume street food. Moreover, sensation seeking affects attitude and perceived behavioral control, leading to intentions to consume street food. Notably, gender moderates the impact of sensation seeking on attitude and subjective norms and the effects of subjective norms and perceived behavioral control on intentions to consume street food. These findings expand the current understanding of the theory of planned behavior research in the street food context and uniquely explain the mechanism through which sensation seeking enhances street food consumption intention. They also provide valuable practical implications to Vietnamese destination marketers, government administrators, and street vendors in attracting international tourists.https://www.tandfonline.com/doi/10.1080/23311886.2025.2460716Intention to consumestreet foodtheory of planned behaviorsensation seekinggender differencesVietnam |
| spellingShingle | Tran Thi Tuyet Minh Phuong Do Ninh Nguyen The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior Cogent Social Sciences Intention to consume street food theory of planned behavior sensation seeking gender differences Vietnam |
| title | The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior |
| title_full | The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior |
| title_fullStr | The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior |
| title_full_unstemmed | The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior |
| title_short | The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior |
| title_sort | effect of sensation seeking on intention to consume street food utilizing the theory of planned behavior |
| topic | Intention to consume street food theory of planned behavior sensation seeking gender differences Vietnam |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2025.2460716 |
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