Qualitative Assessment of Key Beliefs in Regards to Consumers’ Food Truck Visits

Yeon Ho Shin, Jinyoung Im, Kimberly Severt

Research output: Contribution to journalArticle

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 languageEnglish (US)
JournalJournal of Quality Assurance in Hospitality and Tourism
DOIs
StatePublished - Jan 1 2019

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food
sanitation
Food
Qualitative assessment
Trucks
industry
family
analysis
Proximity
Content analysis
Facilitators
Disadvantage
Sanitation
Theory of planned behavior
Cognitive structure
Industry

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management

Cite this

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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.",
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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 journalArticle

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