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Memorable Thai Food Experience and Consumer Behavior by Destination Attachment

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dc.contributor.advisor Choi, Hwan-Suk (Chris) Tangestanizadeh, Nazanin 2021-05-20T20:19:30Z 2021-05-20T20:19:30Z 2021-05 2021-05-17
dc.description.abstract While cuisines have been exports representative of their respective destinations for years, local food is increasingly playing a larger role in providing unique identities to regional destinations. One such cuisine that is becoming increasingly popular both domestically and abroad is Thai. The distinctive taste, diligent preparation, and intricate decorations of Thai food are representative of its background, customs, cultures, and local characteristics. This study investigates the factors that motivate food tourists to have memorable experience and develop attachments and to specific destinations. Participants were selected among tourists who have been in Thailand for the last five years and have tried Thai food, by using the Amazon Mechanical Turk (AMT) platform. Path analysis was used to analyze the data. The findings showed that among thirteen hypotheses, one of them was rejected and the rest were accepted. Specifically, the influence of authenticity on behavioral intention was rejected, whereas the influences of sensory appeal and pleasure on place attachment were relatively weak. en_US
dc.language.iso en en_US
dc.publisher University of Guelph en_US
dc.subject Food Tourism en_US
dc.subject Thai Food en_US
dc.subject Thai food experience en_US
dc.subject Tourism en_US
dc.subject Memorable experience en_US
dc.subject memorable thai food experience en_US
dc.title Memorable Thai Food Experience and Consumer Behavior by Destination Attachment en_US
dc.type Thesis en_US Tourism and Hospitality en_US Master of Business Administration (Hospitality and Tourism Management) en_US School of Hospitality, Food and Tourism Management en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. University of Guelph en_US

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