Understanding Muslim Visitors’ Attitudes Towards Korean Street Food

Abstract

The aim of this study is to give better understanding of Muslim visitors attitudes towards Korean street food vendors/stalls/hawkers. Many studies already covered up the street food vendors/stalls/hawkers from different point of views within various destinations. However, there is a bit lackness of researches about Korean street food, and absent the focus on it from the Muslim perspective. Thus, this research going to focus mainly on: 1) The Korean street food vendors/stalls/hawkers 2) From the halalness perspective and 3) What kind of attitude been elected by Muslim visitors’ towards those vendors/stalls/hawkers. In which Muslims visitors can enjoy while at the same time has it's own advocacy in the Korean tourism market place, as well as supporting the local produced goods and services. Questionnaires aims to gather information about Muslim visitors' attitudes towards Korean Street Food in Seoul, and the hypothesized model was adapted from Theory of planned behavior, which consisting of Subjective norm, perceived behavioral control and Muslim visitors’ attitudes towards KSF. Attitudes constructed measure 4 key elements; (Halal awareness, Product ingredients, Halal certificate, and Islamic brand). Surveys distributed through out online communities as well as famous touristic sites within Seoul that crowded with Muslim visitors, in which they most likely to encounter KSF experience, and data been analyzed through (SPSS) Program. Lastly, Results shows significant relationships of Halal certificate with Muslim visitors’ attitudes towards KSF as well as Subjective norm, which in turn leads to their behavioral intention, also additional analysis been done and discussed for more practical implications.