STREET FOOD TOUR EXPERIENCE, SATISFACTION AND BEHAVIOURAL INTENTION: EXAMINING EXPERIENCE ECONOMY MODEL

Abstract

Purpose – This study examines whether and how the experience economy model can explain street food tour experiences and the role of street food tour experiences on satisfaction and behavioural intention. Design/Methodology – Data were collected from online reviews to gain insight into actual street food tour experiences. Quantitative content analysis was used to analyze textual data. Findings – Results indicated that the four realms of experience economy model could be used to explain street food tour experiences. In addition, the fifth realm, exploration, emerged in street food tour experiences. Positive street food tour experiences led to satisfaction, intention to re-visit, and willingness to recommend. Originality of the research – Interest in street food tours has increased, but there is still limited understanding of their activities and tourists’ actual experiences. This study explored an application of the four realms of the experience economy model in the context of street food tours and an existing argument about the fifth realm beyond the model. These issues remain the research gaps in food tourism research. The study provides insight into the role of street food tours in tourism experiences, satisfaction, and behavioural intention.