ยุทธศาสตร์การท่องเที่ยวเชิงอาหารกับการส่งเสริมศักยภาพอุตสาหกรรมการท่องเที่ยวไทย

Abstract

Abstract in Thai unavailableGastronomy Tourism Strategic Development : Enhancing Potentials for Tourism Industry in Thailand

This research aimed to study the potential of Thai food and tourism industry promotion in order to develop gastronomy tourism promotion strategy in Thailand. The research was based on mixed method. Samples were 400 foreign tourists communicating in English language. Data were collected by randomly sampling method and analysis by descriptive statistics. Key informants were from eight experts in tourism and food from public and private sectors. The researcher carried out a semi structured in-depth interview and analyzed the data by content method. The findings revealed that: the study of the potential of Thai food under the mixed marketing theory based on the 14 Pgs of mixed marketing in gastronomy tourism promotion. The additional seven factors to help the promotion were : prominence, package product position, perception, potential, policy and partnership, Moreover, 12 strategies for developing the gastronomy tourism promotion in Thailand were found in this research.

Suggestion the relevant public and private sectors should apply the gastronomy tourism promotion strategies obtained from this research into practical and accessible way. In order to apply the gastronomy tourism plan of Thailand in the future.