Authenticity,memory,and destination attachment in street food tourism: The moderating effects of information quality in Vietnam

Abstract

Street food tourism has become an integral part of culinary experiences; however, limited research has explored how informal street food settings influence tourists’ behavioral intentions, particularly in the context of an increasing reliance on digital information. This study addresses this gap by examining the role of perceived authenticity in shaping the intention to consume street food among domestic Vietnamese tourists, using the Stimulus-Organism-Response (SOR) framework. It further investigates the mediating effects of memory and destination attachment, as well as the moderating role of information quality. Data were collected from 364 Vietnamese tourists through an online survey using a non-probability convenience sampling method. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Results indicate that perceived authenticity significantly enhances memory and destination attachment, which in turn drives consumption intention. Information quality does not moderate the direct link between authenticity and intention but strengthens the effects of memory and destination attachment. These findings extend the SOR model to informal food contexts, highlighting the importance of credible digital content in reinforcing experiential factors. Practical implications include strategies for vendors and destination managers to design authentic street food experiences supported by high-quality online communication.