Street Food Route Design to Promote World-class Tourism in the Northern Bangkok Area

Abstract

The objectives of this research were 1) to create a street food tourism route in the northern Bangkok area, 2) to study the trend of consumer purchasing decisions in the consumption journey of consumers in the northern Bangkok area, and 3) to find baseline data of street food tourism routes in northern Bangkok. The samples used in the quantitative study were food consumers in Sai Mai, Bang Khen, and Don Mueang districts. The quota model was set for 100 people per district, totaling 300 qualitatively savory restaurant operators in Sai Mai, Bang Khen, and Don Mueang districts, totaling 30 shops. The sample size was determined by random distribution and random sampling. Data collection tools were questionnaires and interviews. Quantitative data were analyzed by statistics, percentage, mean, and standard deviation. The qualitative data were analyzed by content analysis and image insertion. The results showed that Objectives 1 and 3 found street food tourism routes in northern Bangkok and Baseline Data 3 routes (1) Sai Mai, 10 shops, (2) Songprapha, 10 shops, and (3) Lat Pla Khao, 10 shops. 2nd, the trend of consumer purchasing decisions in traveling to consumption of consumers in the northern Bangkok area was at a high level ( = 4.14, S.D. = .821), most of them were in terms of products ( = 4.23, S.D. = .785), followed by price ( = 4.17, S.D. = .812) and physical appearance ( = 4.17, S.D. = .798), and lastly was marketing promotion ( = 4.04, S.D. = .810)