Evaluating the role of street food experience, destination image, and satisfaction in shaping tourist behavior

Purpose – This study examines how street food experiences influence domestic tourist behavior and destination image in Ho Chi Minh City. It offers insights for policymakers, tourism authorities, businesses, and street food vendors to enhance tourist engagement and position the city as a premier culinary destination. Methodology/Design/Approach – A quantitative approach was used, surveying 450 domestic tourists who experienced street food in Ho Chi Minh City between January 2024 and March 2024. Partial Least Squares Structural Equation Modeling was employed to examine the relationships among street food experiences, destination image, satisfaction, and tourist behavior, with a focus on the mediating role of satisfaction. Findings – Street food experiences significantly enhance the destination image and have a positive impact on tourist behavior, with satisfaction acting as a mediator. Key factors include food safety regulations, improved quality control, and the integration of digital innovations to strengthen destination branding and foster tourist loyalty. Originality of the research – This study addresses a significant research gap by empirically linking street food experiences to destination image and tourist satisfaction in a Southeast Asian megacity. Unlike earlier research on gastronomy tourism, this study highlights the role of street food in urban tourism, integrating historical and contextual insights to enhance the understanding of tourist behavior.