Consumer Perception and Acceptability of Foreign Authentic Cuisine at Valencia Sunday Market Negros Oriental

Abstract

This study explores how consumers perceive and accept foreign authentic cuisine at the Valencia Sunday Market in Negros Oriental—a growing culinary hotspot that blends local tradition with international flavors. As global dishes find their way into local markets, understanding what influences consumer choices has become increasingly important for food vendors, entrepreneurs, and tourism stakeholders. Grounded in the SERVQUAL model and Self-Determination Theory, the research examines five key factors that shape consumer acceptance: perceived cultural value, healthiness, food neophilia, social influence, and affordability. A descriptive-correlational design was used, with survey data gathered from 100 market-goers who had sampled foreign cuisine at the site. Findings show that younger, economically active consumers are the most open to trying foreign dishes, especially when these are seen as affordable, hygienic, and culturally meaningful. Social factors—like peer recommendations and online influence—also played a strong role in shaping decisions. The study further highlights meaningful relationships between consumer demographics and their perceptions, suggesting that values and behaviors shift across age, income, and visit frequency. Overall, the research offers insights that can help local vendors and market organizers improve customer experience, encourage culinary diversity, and support food tourism initiatives in the region.