Understanding Muslim Visitors’ Attitudes Towards Korean Street Food

Understanding Muslim Visitors’ Attitudes Towards Korean Street Food

The study aims to give a better understanding of Muslim visitors attitudes towards KSF vendors/stalls/hawkers. Many studies have already covered the street food Vendors from different point of view within various destinations. However, there is a lack of research on KSF, and a focus on it from the Muslim perspective is absent. Thus, research focusses mainly on: 1) The KSF Vendors; 2) The halal perspective; and 3) What kind of attitudes are held by Muslim visitors’ towards those Vendors. The questionnaire aimed to gather information about Muslim visitor attitudes towards KSF in Seoul, and the hypothesized model consists of subjective norms, behavioral intentions, and Muslim visitors’ attitudes towards KSF. The attitudes constructed measured 4 key elements: (Halal awareness, Product ingredients, Halal certificate, and Islamic brand). Questionnaires were distributed through-out online communities as well as famous tourist sites within Seoul crowded with Muslim visitors, where they were most likely to encounter KSF experience, and the data was analyzed using SPSS. Lastly, the results show a significant relationship between the halal certificate and Muslim visitors’ attitudes towards KSF, as well as with the SN, which in turn leads to their BIs.