ภาพลักษณ์การท่องเทียวเชิงอาหารของประเทศไทยผ่านมุมมองจากผู้ให้บริการ

Authors

ผศ.ดร.เจริญชัย เอกมาไพศาล, นายวรวุฒิ ปัญญาภู, นายวริศ เชาวนศิลป์

Published

วารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคําแหง

Abstract

Since the promotion of food tourism was listed under the 12th National Economic and Social Development Plan (2017-2021) in Thailand, the main purpose of food tourism policy has been to improve Thailand’s economic competitiveness. Under this scheme, food tourism has also supported a creative economy, along with the development of production processes in the food industry. By focusing on service providers in the food and service industry, gastronomic tourism delivers the experience of Thailand’s national culture through the image of its food. In this research investigation, the researchers examine the image of food tourism in Thailand. In order to obtain the perspective of service providers in the food industry, the data were collected from four focus group meetings with twenty-five service providers. Through the focus groups using semi-structured interviews and content analysis as well as triangulation.

This study revealed the following. From the perspective of service providers, most tourists have both positive and negative perceptions of food tourism. Regarding positive perception, many tourists viewed food image in Thailand as very distinctive in broad varieties of flavors and as having a uniqueness in being tourist destinations. In addition, food can reflect the culture and experience through the tourist’s consumption. While in the negative views, tourists worry about what they eat and about the risk of contracting various diseases, such as diarrhea, food poisoning, and fever from their food consumption.

(2562). ภาพลักษณ์การท่องเทียวเชิงอาหารของประเทศไทยผ่านมุมมองจากผู้ให้บริการ. วารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคําแหง, 2019(3), 37-59.