Qualitative Assessment of Key Beliefs in Regards to Consumers’ Food Truck Visits

Yeon Ho Shin, Jinyoung Im, Kimberly Severt

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.

Original languageEnglish (US)
Pages (from-to)129-145
Number of pages17
JournalJournal of Quality Assurance in Hospitality and Tourism
Issue number2
StatePublished - Mar 3 2020

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management


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