Factors Influencing the Selection of Gastronomy Tourism of Tourists in Chiang Saen District, Chiang Rai Province

Abstract

The objective of this study aimed 1) to study the motivation factors, tourist behaviors and gastonomy tourism selection 2) To study the choices of gastonomy tourism  with the characteristics of tourists 3) to study the motivating factors influencing the selection of gastonomy tourism. The sample group was 385 tourists. The survey questionnaire was the tool to collected data. The statistics used to be data analysis were mean, standard deviation, t-test, F-test and Multiple regression analysis. The analysis results of this research showed that 1) Motivation factors for knowledge of northern food, food identity, 7P's Marketing Mix affected the most satisfaction to the Tourism Satisfaction and Gastonomy tourism Selection. 2) Age, education level, occupation, and average monthly income affected the selection of gastonomy tourism3) Motivation Factors Influencing Tourists' Choice of Gastonomy tourism are: Location/distribution channel (X₅) Knowledge of northern food (X₁) Product aspect (X₃) Tourism satisfaction (X₁₀) Marketing promotion (X₆) Price (X₄) Physical evidence (X₉) respectively were statistically significant at the 0.05 level and could explain the variance of tourists' gastonomy tourism choices of Chiang Saen District Chiang Rai Province (Y) was 71.90 percent. The forecast equation can write in the form of Multiple regression model as follows:

Y ̂ = 0.405-0.156 X₁ + 0.205 X₃ + 0.106 X₄ + 0.288 X₅ + 0.164 X₆ + 0.050 X₉ + 0.136 X₁₀