This thesis discusses Street Food’s role in a Danish context, with particular reference to the general consumer perspective of respectively Aalborg- and Aarhus Street Food market. The thesis uses a very practical approach in order to answer the problem formulation, which is primarily comprised of qualitative consumer- and expert interviews. The project is intended to analyse and discuss motivational factors, consumer experiences and the Street Food concept in a Danish context.

Food has become the biggest motivator for consumers to discover new places, and the key to discover the essence of each destination. This thesis works especially with motivational factors, constructed through McIntosh et al.’s (1995) motivation theory which include four different motivation categories, i.e. physical motivators, cultural motivators, interpersonal motivators and status and prestige motivators.
With a total of 60 prepared consumer interviews distributed at Aalborg- and Aarhus Street Food market, this thesis finds, that the visitors’ primarily motivation is based on the demand for cultural and interpersonal aspects.

In addition to proving motivational factors, this thesis tries also to define the overall visitor experience, by looking at the visitors’ expectations and fulfilment, as well as the proximity to the local culture, food or producer. In continuation thereof, this thesis finds, that the Street Food-concept provides a cultural and present experience, where the interpersonal relation is an important aspect. This is primarily due to the fact, that the food markets involve the customer in a co-creation process of their own experience, where they obtain proximity to the local, both meant in connection with the local food and the local producer. The co-creative process is essential for creating the coveted undefined “atmosphere” that is especially created in conjunction with the local and the different “everyday life” that the local can offer the individual costumer. Visitors do not only acquire knowledge of different and new traditions, but they also become an integral part of their own experience, thus creating an experiential value where guests buy not only a particular product, but the experiences and the meanings behind the product.

Taking the above motivational factors and the visitor experiences in mind, this thesis finds out that the Street Food-concept contains much more than just food. There is no doubt that the cultural element is essential for identifying Street Food’s overall definition in Denmark. The good story combined with the local touch attracts guests and makes a successful concept. The cultural experience in the context of tourism includes gaining knowledge (e.g. learning about history, understanding different countries) and authenticity (e.g. new and unique experience of travelling). Cultural motivators confirm the desire to experience different cultures, appreciate the artefacts of previous cultures and learn about the history of new and other cultures. Cultural experiences testify the diversity that can be found in the tourism fields, and opens up an exploratory behavior. This curiosity is associated with a need, a thirst or a desire for knowledge and new cultural experiences, and mentioned that travel can be seen as a tool in satisfying a desire to gain knowledge and expand intellectual enrichment. Experiencing local food and beverages opens up a cultural process where the food signifies cultural meaning for those who consume it.