Factors Influencing Behavioural Intention Towards Street Food Consumption Among Tourists: A Case Of Street Food Paradise At Georgetown, Penang.

Abstract

Street food is a major attraction in Penang, this paper aims to investigate the factors influencing the behavioural intention towards street food consumption among tourist at Georgetown, Penang. This research is done by using the framework proposed by Ajzen in the Theory of Planned Behaviour with three independent variables named as perceived behavioural control, subjective norm, attitude and one dependent variable which is behavioural intention. A total of 384 questionnaires had been distributed to respondents who have visited Penang and also had the intention to try the street foods in Penang. Reliability test, validity test, descriptive test, and Pearson correlation coefficient are used to analyse the data collected. The result revealed that perceived behavioural control, subjective norm and attitude has a positive significant relationship towards behavioural intention to consume street food in Penang. The findings of this study could provide better understanding for tourism management and destination operators to further develop better strategies in satisfying food hunters in Penang.