GUIDELINES FOR THE DEVELOPMENT OF FOOD TOURISM IN THE LOCAL FOOD DISTRICT OF TALAT PHLU, BANGKOK

English

Abstract

            This study aimed to 1) investigate the behavior of tourists engaging in food tourism in the local food district of Talat Phlu, Bangkok, 2) assess the potential for food tourism development in Talat Phlu, and 3) propose strategies for the enhancement of food tourism in the area. Employing a quantitative research methodology, data were collected using a structured questionnaire. The sample, selected through convenience sampling, comprised 400 tourists who visited the Talat Phlu community. Descriptive statistics including frequency, percentage, mean, and standard deviation were used for data analysis.
              The findings revealed that the majority of tourists were female, aged between 20 and 29 years, held bachelor's degrees, were single, were students, and had an average monthly income ranging from 10,001 to 20,000 baht. Most tourists visited Talat Phlu for the first time, primarily to experience food and beverages recommended by others. The assessment of Talat Phlu’s food tourism potential identified four key strengths: 1) Attractions: the area offered a diverse range of restaurants and numerous local souvenirs; 2) Accessibility: the public transportation system provided convenient access to the area; 3) Amenities: clean and sufficient public restrooms were available to accommodate visitors; and 4) Tourism activities: tourism programs and routes were designed to offer insights into the local way of life and culinary culture. Overall, the district demonstrated high potential for food tourism development. However, shortcomings were noted in the areas of marketing promotion, infrastructure enhancement, and diversification of tourism activities. The proposed development strategies included enhancing the uniqueness of local food flavors to strengthen the area's tourism identity, improving transportation infrastructure to facilitate tourist access, developing food tourism routes and activities, and implementing comprehensive marketing and public relations campaigns to increase visibility and attract a wider audience.