Food Safety and Perceived Risk: A Case Study of Khao San Road, Bangkok, Thailand
Food safety is an important concern for holiday
makers in foreign and unfamiliar tourist destinations. In fact, risk
from food in these tourist destinations has an influence on tourist
perception. This risk can potentially affect physical health and lead to
an inability to pursue planned activities. The objective of this paper
was to compare foreign tourists- demographics including gender, age
and education level, with the level of perceived risk towards food
safety. A total of 222 foreign tourists during their stay at Khao San
Road in Bangkok were used as the sample. Independent- samples ttest,
analysis of variance, and Least Significant Difference or LSD
post hoc test were utilized. The findings revealed that there were few
demographic differences in level of perceived risk among the foreign
tourists. The post hoc test indicated a significant difference among
the old and the young tourists, and between the higher and lower
level of education. Ranks of tourists- perceived risk towards food
safety unveiled some interesting results. Tourists- perceived risk of
food safety in established restaurants can be ranked as i) cleanliness
of dining utensils, ii) sanitation of food preparation area, and iii)
cleanliness of food seasoning and ingredients. Whereas, the tourists-
perceived risk of food safety in street food and drink can be ranked
as i) cleanliness of stalls and pushcarts, ii) cleanliness of food sold,
and iii) personal hygiene of street food hawkers or vendors.
[1] F. V. Sonnenburg, et al., "Risk and aetiology of diarrhoea at various
tourist destinations," Elsevier. The Lancet, Vol. 356, No. 9224, 2000,
pp. 133-4.
[2] FAO/WHO, "Risk management and food safety," 1997.
[3] E.V. Kleef, et al., "Perceptions of food risk management among key
stakeholders: result from a cross-European study," Elsevier. Appetite 47,
2006, pp.46-63.
[4] A. Lepp and H. Gibson., "Tourist roles, perception risk and international
tourism," Annals of tourism research, Vol. 30, No.3, 2003, pp.606-624.
[5] K. Hohl and G. Gaskell, "European public perceptions of food risk:
cross- national and methodological comparisons," Risk analysis, Vol.
28, No. 2, 2008.
[6] K. Wongleedee, "Satisfaction: global senior tourists in Thailand," 2012,
ICEMT Conference Proceeding, pp. 7-11.
[7] S. Miles et al., "Public worry about specific food safety issues," British
food journal, Vol. 106, No. 1, 2004, pp. 9-22.
[8] A. Worsley and E. Lea, "Consumer concerns about food and health:
Examination of general and specific relationships with personal values
and demographics," British food journal, Vol. 110, No. 11, 2008, pp.
1106-1118, Emerald Group Publishing Limited.
[9] J. Roosen, S. Thiele and K. Hansen, "Food risk perceptions by different
consumer groups in Germany,"working paper EWP 0407, Department of
food economics and consumption studies, University of Kiel, 2004.
[10] D. Mahon and C. Cowan, "Irish consumers- perception of food safety
risk in minced beef," British food journal, Vol. 106, No. 4, 2004, pp.
301-312.
[11] T. Dickson and S. Dolnicar, "No risk, no fun: The role of perceived risk
in adventure tourism," CD Proceedings of the 13th International
Research Conference of the Council of Australian University Tourism
and Hospitality Education (CAUTHE 2004), to be published.
[12] A. Reichel, G. Fuchs, and N. Uriely, "Perceived risk and the noninstitutionalized
tourist role: the case of Israeli student ex-backpackers,"
SAGE Publications, Inc. Journal of travel research, Vol. 46, No. 2, ,
2007, pp. 217-226.
[13] B. C. Bao, "Air travel in the U.S.: an investigation of the influence of
perceived risk in service quality," ProQuest Dissertations & Theses
(PQDT), 2009, to be published.
[14] M. S. Carroll, "Development of a scale to measure perceived risk in
collegiate spectator sport and assess its impact on sport consumption
intentions," ProQuest Dissertations & Theses (PQDT), 2009, to be
published.
[15] A. Griffin and D. Viehland, "Demographic factors in assessing
perceived risk in online shopping," 13th International Conference on
Electronic Commerce - ICEC, 2011, to be published.
[16] K. A. Nyako and A. Thompson, "Food safety risk perceptions and
behaviour of consumers in the Southern Black Belt Region of the US.,"
unpublished.
[17] L.F. Cunningham, H. Gerlach, M.D. Harper, and C.E. Young,
"Perceived risk and the consumer buying process: internet airline
reservations", International journal of service industry management, Vol.
16 Iss. 4, 2005, pp.357 - 372.
[18] T. Yamane, "Statistics, an introduction analysis, 2nd ed., New York
Harper and Row, 1967.
[19] L. J. Frewer, "Risk perception, social trust and public participation into
strategic decision-making - implications for emerging technologies,"
Ambio, Vol. 28, 1999, pp. 569-574.
[20] D. M. Dosman, W. L. Adamowicz, and S. E. Hrudey, "Socioeconomic
determinants of health- and food safety-related risk perceptions," Risk
analysis, Vol. 21, 2001, pp. 307-317.
[21] V. W. Mitchell and V. Vassos, "Perceived risk and risk reduction in
holiday purchases: a cross- cultural and gender analysis," Journal of
Euromarketing, Vol. 6, No. 3, 1997, The Haworth Press, Inc.
[22] G. A. Baker, "Food safety and fear: factors affecting consumer response
to food safety risk," International food and agribusiness management
review, Vol. 6, Issue 1, 2003
[23] R. M. W. Yeung and W. M. S. Yee, "Multi- dimensional analysis of
consumer perceived risk in chicken meat," Nutrition & Food Science,
Vol. 32, No. 6, 2002, pp. 219-226.
[24] J. Kennedy, M. Worosz, E.C. Todd and M.K. Lapinski, "Segmentation
of US consumers based on food safety attitudes," British food journal,
Vol. 110, No. 7, 2008, pp. 691-705, Emerald Group Publishing Limited.
[25] M. Tucker, S. R. Whaley, and J. S. Sharp, "Consumer perceptions of
food-related risks," International journal of food science and technology,
Vol. 41, 2006, pp. 135-146.
[26] V. W. Mitchell, "Consumer perceived risk: conceptualisations and
models," European journal of marketing, Vol. 33, No. 1/2, 1999, pp.
163-195, MCB University Press, 0309-0566.
[27] A. J. Chow, A. D. Alonso, A. C. Douglas, and M. O-neill, "Exploring
open kitchens- impact on restaurateurs- cleanliness perceptions,"
Journal of retails & leisure property, Vo. 9, No. 2, 2010, pp. 93-104.
[1] F. V. Sonnenburg, et al., "Risk and aetiology of diarrhoea at various
tourist destinations," Elsevier. The Lancet, Vol. 356, No. 9224, 2000,
pp. 133-4.
[2] FAO/WHO, "Risk management and food safety," 1997.
[3] E.V. Kleef, et al., "Perceptions of food risk management among key
stakeholders: result from a cross-European study," Elsevier. Appetite 47,
2006, pp.46-63.
[4] A. Lepp and H. Gibson., "Tourist roles, perception risk and international
tourism," Annals of tourism research, Vol. 30, No.3, 2003, pp.606-624.
[5] K. Hohl and G. Gaskell, "European public perceptions of food risk:
cross- national and methodological comparisons," Risk analysis, Vol.
28, No. 2, 2008.
[6] K. Wongleedee, "Satisfaction: global senior tourists in Thailand," 2012,
ICEMT Conference Proceeding, pp. 7-11.
[7] S. Miles et al., "Public worry about specific food safety issues," British
food journal, Vol. 106, No. 1, 2004, pp. 9-22.
[8] A. Worsley and E. Lea, "Consumer concerns about food and health:
Examination of general and specific relationships with personal values
and demographics," British food journal, Vol. 110, No. 11, 2008, pp.
1106-1118, Emerald Group Publishing Limited.
[9] J. Roosen, S. Thiele and K. Hansen, "Food risk perceptions by different
consumer groups in Germany,"working paper EWP 0407, Department of
food economics and consumption studies, University of Kiel, 2004.
[10] D. Mahon and C. Cowan, "Irish consumers- perception of food safety
risk in minced beef," British food journal, Vol. 106, No. 4, 2004, pp.
301-312.
[11] T. Dickson and S. Dolnicar, "No risk, no fun: The role of perceived risk
in adventure tourism," CD Proceedings of the 13th International
Research Conference of the Council of Australian University Tourism
and Hospitality Education (CAUTHE 2004), to be published.
[12] A. Reichel, G. Fuchs, and N. Uriely, "Perceived risk and the noninstitutionalized
tourist role: the case of Israeli student ex-backpackers,"
SAGE Publications, Inc. Journal of travel research, Vol. 46, No. 2, ,
2007, pp. 217-226.
[13] B. C. Bao, "Air travel in the U.S.: an investigation of the influence of
perceived risk in service quality," ProQuest Dissertations & Theses
(PQDT), 2009, to be published.
[14] M. S. Carroll, "Development of a scale to measure perceived risk in
collegiate spectator sport and assess its impact on sport consumption
intentions," ProQuest Dissertations & Theses (PQDT), 2009, to be
published.
[15] A. Griffin and D. Viehland, "Demographic factors in assessing
perceived risk in online shopping," 13th International Conference on
Electronic Commerce - ICEC, 2011, to be published.
[16] K. A. Nyako and A. Thompson, "Food safety risk perceptions and
behaviour of consumers in the Southern Black Belt Region of the US.,"
unpublished.
[17] L.F. Cunningham, H. Gerlach, M.D. Harper, and C.E. Young,
"Perceived risk and the consumer buying process: internet airline
reservations", International journal of service industry management, Vol.
16 Iss. 4, 2005, pp.357 - 372.
[18] T. Yamane, "Statistics, an introduction analysis, 2nd ed., New York
Harper and Row, 1967.
[19] L. J. Frewer, "Risk perception, social trust and public participation into
strategic decision-making - implications for emerging technologies,"
Ambio, Vol. 28, 1999, pp. 569-574.
[20] D. M. Dosman, W. L. Adamowicz, and S. E. Hrudey, "Socioeconomic
determinants of health- and food safety-related risk perceptions," Risk
analysis, Vol. 21, 2001, pp. 307-317.
[21] V. W. Mitchell and V. Vassos, "Perceived risk and risk reduction in
holiday purchases: a cross- cultural and gender analysis," Journal of
Euromarketing, Vol. 6, No. 3, 1997, The Haworth Press, Inc.
[22] G. A. Baker, "Food safety and fear: factors affecting consumer response
to food safety risk," International food and agribusiness management
review, Vol. 6, Issue 1, 2003
[23] R. M. W. Yeung and W. M. S. Yee, "Multi- dimensional analysis of
consumer perceived risk in chicken meat," Nutrition & Food Science,
Vol. 32, No. 6, 2002, pp. 219-226.
[24] J. Kennedy, M. Worosz, E.C. Todd and M.K. Lapinski, "Segmentation
of US consumers based on food safety attitudes," British food journal,
Vol. 110, No. 7, 2008, pp. 691-705, Emerald Group Publishing Limited.
[25] M. Tucker, S. R. Whaley, and J. S. Sharp, "Consumer perceptions of
food-related risks," International journal of food science and technology,
Vol. 41, 2006, pp. 135-146.
[26] V. W. Mitchell, "Consumer perceived risk: conceptualisations and
models," European journal of marketing, Vol. 33, No. 1/2, 1999, pp.
163-195, MCB University Press, 0309-0566.
[27] A. J. Chow, A. D. Alonso, A. C. Douglas, and M. O-neill, "Exploring
open kitchens- impact on restaurateurs- cleanliness perceptions,"
Journal of retails & leisure property, Vo. 9, No. 2, 2010, pp. 93-104.
@article{"International Journal of Biological, Life and Agricultural Sciences:57637", author = "Siripen Yiamjanya and Kevin Wongleedee", title = "Food Safety and Perceived Risk: A Case Study of Khao San Road, Bangkok, Thailand", abstract = "Food safety is an important concern for holiday
makers in foreign and unfamiliar tourist destinations. In fact, risk
from food in these tourist destinations has an influence on tourist
perception. This risk can potentially affect physical health and lead to
an inability to pursue planned activities. The objective of this paper
was to compare foreign tourists- demographics including gender, age
and education level, with the level of perceived risk towards food
safety. A total of 222 foreign tourists during their stay at Khao San
Road in Bangkok were used as the sample. Independent- samples ttest,
analysis of variance, and Least Significant Difference or LSD
post hoc test were utilized. The findings revealed that there were few
demographic differences in level of perceived risk among the foreign
tourists. The post hoc test indicated a significant difference among
the old and the young tourists, and between the higher and lower
level of education. Ranks of tourists- perceived risk towards food
safety unveiled some interesting results. Tourists- perceived risk of
food safety in established restaurants can be ranked as i) cleanliness
of dining utensils, ii) sanitation of food preparation area, and iii)
cleanliness of food seasoning and ingredients. Whereas, the tourists-
perceived risk of food safety in street food and drink can be ranked
as i) cleanliness of stalls and pushcarts, ii) cleanliness of food sold,
and iii) personal hygiene of street food hawkers or vendors.", keywords = "Food Safety, Foreign Tourists, Perceived Risk, Khao
San Road.", volume = "7", number = "1", pages = "39-7", }
