Factors affecting diners' motivation to share street food experiences in Ho Chi Minh City
Vol. 135 No. 5A (2026), Original Article
Vol. 135 No. 5A (2026)

Factors affecting diners' motivation to share street food experiences in Ho Chi Minh City

Original Article
https://doi.org/10.26459/hueunijed.v135i5A.8039
Published 2025-10-22
Bui Xuan Thang
School of Hospitality and Tourism, Hue University, 22 Lam Hoang, Hue City, Vietnam
Tran Huu Tuan
School of Hospitality and Tourism, Hue University, 22 Lam Hoang, Hue City, Vietnam
Than Trong Thuy
HCMC University of Industry and Trade, 140 Le Trong Tan, Tan Phu, Ho Chi Minh City, Vietnam
Nguyen Hai Xuan
National Academy of Education Management, 31 Phan Dinh Giot, Thanh Xuan, Hanoi, Vietnam
PDF (Vietnamese)

Keywords

ẩm thực đường phố
động cơ chia sẻ
sở thích cá nhân
trải nghiệm ẩm thực street food
sharing motivation
personal preferences
culinary experience

Abstract

This study was conducted with the aim of investigating the factors affecting the motivation of diners to share their street food experiences in Ho Chi Minh City. Five factors were considered, of which four were related to the culinary environment (food quality, service quality, physical environment quality, and price perception) and one factor related to the individual diner (personal preference). From 190 valid survey samples analyzed using SPSS 26.0 software, the results showed that all five factors affected the motivation of diners to share their street food experiences. This is an important basis for tourism businesses in general and street food businesses in Ho Chi Minh City in particular to develop appropriate business strategies to encourage customers to share positive experiences. Thereby, not only spreading the values ​​of street food but also contributing to enhancing the competitive advantage of Ho Chi Minh City as a destination in the tourism industry.

https://doi.org/10.26459/hueunijed.v135i5A.8039
PDF (Vietnamese)

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