Trang local food in tourism context: Consumption behavior and satisfaction of Thai tourists
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Abstract
This research aimed to explore Thai tourists’ behavior regarding local food consumption and to find out their satisfaction with local foods in Trang province using quantitative research. Questionnaires were contributed to 400 tourists. The sample was selected by: using non-probability sampling through convenience sampling. Descriptive statistics were used in data analysis. The results showed that most tourists were satisfied with the local foods in terms of their spiciness and taste. One of the reasons tourists try the food was due to its appealing color. Their satisfaction with local food identity, quality, and cost were at a high level while the condition of stores and service offered by staff were at a medium level.
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