ABSTRACT
This study aims to explore the expectation of youth purchasing intention for street food as a gastronomy tourism in Bangsaen, Thailand. The samples were 400 participants who purchased street food in Bangsean, Thailand, from March to April 2020. The data collection method was based on online questionnaires. For data analysis, the statistical methods rely mainly on descriptive statistics, exploratory factor analysis, and linear regression analysis. There are four factors of youth purchasing expectation: (1) value of money and infrastructure management, (2) hygiene and cleanliness, (3) integrated brand promotion, and (4) recommendation. Moreover, the linear regression model was developed to predict the youth purchasing intention for street food as gastronomy tourism in Bangsaen, Thailand. The results show that the hypothesized antecedent variables were statistically significant to customer loyalty, particularly the value of money and infrastructure management as (β = 0.370, p = 0.000) and recommendation as (β = 0.290, p = 0.000).
