DIRECTION OF FOOD TOURISM IN HAT YAI AFTER THE COVID-19 CRISIS TO CREATE ADDED VALUE
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Abstract
The objective of this research was to study the direction of gastronomy tourism in Hat Yai to create added value of food after the COVID-19 pandemic crisis. The research sample consisted of 384 Thai tourists who came to visit Niphat Uthit 1 Road, Hat Yai District, Songkhla Province, obtained by simple random sampling. The employed research instrument was a questionnaire, with the IOC indices of 0.60-1.00, and reliability coefficient of 0.987. The quantitative data were statistically analyzed using the percentage, mean, standard deviation, t-test, and analysis of variance, while the qualitative data were analyzed using content analysis.
The research findings revealed that the direction of gastronomy tourism in Hat Yai to create added value of food after the COVID-19 pandemic crisis had the overall rating mean at the high level. When specific aspects of gastronomy tourism were considered, it was found that all aspects were rated at the high level including the aspect of marketing and public relations of gastronomy tourism, the aspect of conservation management and development of gastronomy tourism resources, the aspect of public health system in the prevention of Covid-19 pandemic, the aspect of safety and security, and the aspect of facilities. Also, the result of comparison between males and females showed the difference at the .05 level of statistical significance. The recommendations were that a new tourism model was created, with the promotion of a new way of tourism under the measure of prevention of COVID-19 pandemic and the increase of channels for selling food for the entrepreneurs by developing the online marketing system in the public relations of gastronomic tourism, selling of food, and other products in order to create incomes for entrepreneurs in the area that receives the impacts from COVID-19 pandemic and to support tourists who will come to experience gastronomy tourism in the future.
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