The Influence of Local Food on Tourist Experience and Travel Behavior in Chiang Mai, Thailand: Insights for Sustainable Gastronomy Tourism

Abstract

This study examines the impact of local food on tourist experiences, travel behavior, and sustainable gastronomy tourism in Chiang Mai, Thailand. Specifically, it explores (1) how local cuisine influences tourist satisfaction and their willingness to make repeat purchases and (2) the motivations and travel behaviors shaped by Chiang Mai’s culinary culture. (3) the tourist’s decision-making, challenges, and opportunities. Additionally, the study provides practical recommendations for stakeholders to fully leverage gastronomic tourism within a sustainable development framework. The research methodology employed a qualitative approach using an online open-ended questionnaire survey to collect data via Google Forms to gather data from tourists who experienced Chiang Mai’s local cuisine. The sample includes a variety of nationalities and age ranges, featuring purposive sampling with 20 participants mainly between 25 and 45 years old. In preparation for the pre-test, the questionnaire was reviewed by 2 academic experts in tourism and piloted with 5 respondents to ensure clarity and relevance. Minor changes were made to enhance the question structure. Data collection persisted until topic saturation was reached, indicating that no new insight into travel motivations emerged. Thematic analysis was then used to develop insights from the data. Findings indicate that authenticity, cultural immersion, and unique flavors determine engagement with Chiang Mai’s gastronomy. Popular activities include cooking classes, food tours, and dining at markets. However, challenges such as hygiene concerns, language barriers, and limited marketing persist. From a sustainable development perspective, the study outlines three key dimensions: (1) Economic sustainability – supporting local vendors, strengthening farm-to-table chains, and enhancing regional culinary experiences. (2) Cultural sustainability – preserving Lanna cuisine, integrating food experiences into heritage tourism, and promoting traditional techniques. (3) Environmental sustainability – encouraging farm-to-table practices, reducing food waste, and sourcing ingredients sustainably. To enhance gastronomic tourism sustainably, stakeholders should: (1) improve food safety and infrastructure for better hygiene and accessibility for tourists. (2) boost digital marketing by utilizing influencers, digital guidebooks, and social media to showcase Chiang Mai’s unique food culture. (3) promote community involvement through storytelling, food festivals, and culinary workshops for immersive experiences. (4) create multilingual guides and programs to bridge language gaps and improve communication between vendors and tourists. These strategies can position Chiang Mai as a leading sustainable gastronomic tourism destination, increasing visitor satisfaction and fostering economic and cultural benefits. Future research should involve a larger sample size and quantitative methods to better evaluate the impact of local food on repeat visits and destination loyalty.