The effect of sensation seeking on intention to consume street food: utilizing the theory of planned behavior

Sensation seeking plays a role in explaining tourists' behavior in tourism and hospitality. However, there is limited knowledge about the effects of sensation seeking on street food consumption by travelers. This study examines how sensation seeking affects tourists' intentions to consume street food by incorporating the theory of planned behavior and the moderating effect of gender. This study adopted a survey method to obtain data from 394 international tourists in three major cities of Vietnam (Hanoi, Danang, and Ho Chi Minh City). Multivariate data analysis shows that tourists' attitudes, subjective norms, and perceived behavioral control positively impact their intentions to consume street food. Moreover, sensation seeking affects attitude and perceived behavioral control, leading to intentions to consume street food. Notably, gender moderates the impact of sensation seeking on attitude and subjective norms and the effects of subjective norms and perceived behavioral control on intentions to consume street food. These findings expand the current understanding of the theory of planned behavior research in the street food context and uniquely explain the mechanism through which sensation seeking enhances street food consumption intention. They also provide valuable practical implications to Vietnamese destination marketers, government administrators, and street vendors in attracting international tourists.