Abstract
Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.
| Original language | English (US) |
|---|---|
| Journal | Journal of Quality Assurance in Hospitality and Tourism |
| DOIs | |
| State | Published - Jan 1 2019 |
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All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
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Qualitative Assessment of Key Beliefs in Regards to Consumers’ Food Truck Visits. / Shin, Yeon Ho; Im, Jinyoung; Severt, Kimberly.
In: Journal of Quality Assurance in Hospitality and Tourism, 01.01.2019.Research output: Contribution to journal › Article
TY - JOUR
T1 - Qualitative Assessment of Key Beliefs in Regards to Consumers’ Food Truck Visits
AU - Shin, Yeon Ho
AU - Im, Jinyoung
AU - Severt, Kimberly
PY - 2019/1/1
Y1 - 2019/1/1
N2 - Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.
AB - Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.
UR - http://www.scopus.com/inward/record.url?scp=85068599850&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85068599850&partnerID=8YFLogxK
U2 - 10.1080/1528008X.2019.1627271
DO - 10.1080/1528008X.2019.1627271
M3 - Article
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
SN - 1528-008X
ER -