Expectation and Satisfaction of Thai Tourists Towards Street Food Buying Decision in Bangkok

Abstract

The purposes of this research were to: 1) study expectation level of Thai tourists towards street food buying decision in Bangkok; and 2) study satisfaction level of Thai tourists towards street food buying decision in Bangkok. This survey research applied questionnaire for compiling data from 400 cases of sample group. They were derived from accidental random. The computer program was used for data analysis including percentage, mean, standard deviation. The results were described in descriptive as follows: 

The majority of respondents were female; aged between 31 and 40 years; marital status was married; occupation was self-employed; education background was Bachelor’s degree; average income was 25,001-30,000 Baht. The frequency of street food buying was 8 times or more. They bought meals such as soup, boiled, fried, grilled food during 16:00-18:00. Family members accompanied with them. Average expense costs 351-500 Baht/time. Overall expectation was at the highest level (= 4.50, S.D. = 0.41), expectation level to personnel was at the highest level (= 4.67, S.D. = 0.68). In addition, overall satisfaction after service was at the high level (= 4.01, S.D. = 0.32), expectation to service was at the highest level   (= 4.25, S.D. = 0.67), while satisfaction to personnel decreased to high level (= 4.15, S.D. = 0.51). Street food consumption behavior of Thai tourists reflects cultural identity through local food in line with attitude to local food and eventually becomes influence to decision making of street food buying in Bangkok.