Understanding Muslim visitors’ attitudes towards Korean street food

ABSTRACT The study aims to give a better understanding of Muslim visitor’s 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) From halal perspective; and 3) What kind of attitudes are held by Muslim visitors towards those Vendors. Questionnaire distributed through-out online communities as well as famous tourist sites in Seoul, and the hypothesized model consists of subjective norms, behavioral intentions, and Muslim visitors’ attitudes; which is: (Halal awareness, Product ingredients, Halal certificate, and Islamic brand). Lastly, Data was analyzed using SPSS and results show a significant relationship between the HC and Muslim visitors’ attitudes towards KSF, as well as the SN, which in turn leads to their BIs.