Previous studies has identified that food consumption can be influenced by individual characteristics and sensation
seeking as personality traits. This approach has used to examine the relationship between sensation seeking and
unfamiliar/novel food and beverages. From this point of views, the current study is to analyze the effects of the
psychological characteristic of sensation seeking (SS) on consumers’ behavioral intention to try ethnic food and
beverages in the context of hospitality and tourism. Also this study attempt to examine a moderating role of gender
in the relationship between sensation seeking and consumers’ behavioral intention to consume ethnic food. Based on
the literature review, the Brief Sensation Seeking Scale (BSSS), suggested by Eachus (2004) was administered to a
convenience sample of 210 participants, and then 189 usable questionnaires were obtained. As the result of this
study, it was found that even though two dimensions of sensation seeking (e.g., experience seeking; and thrill and
adventure seeking) had the significant effect on behavioral intention, there was no significant relationship between
disinhibition and behavioral intention; and between boredom susceptibility and behavioral intention. In addition, it
was found that gender did not play a moderating function in the relationship between sensation seeking and
behavioral intention to consume ethnic food. Finally, the interpretations of the findings and their managerial
implications are discussed in the present study.
Key words : sensation seeking, food consumption, ethnic food, experience seeking