Guidelines for promoting Thai food tourism for foreign tourists Songkhla Province

Abstract

Thai food represents a rich local tradition that has been cherished and shared for generations and is celebrated globally. This research aimed to: 1) explore the behavior and satisfaction levels of foreign tourists regarding Thai cuisine in Songkhla Province, 2) compare the demographic characteristics of foreign tourists with their satisfaction concerning Thai food in the region, and 3) develop strategies to promote Thai food to foreign tourists in Songkhla Province. The study involved a sample of 400 foreign tourists, selected through convenience sampling. Research instruments included questionnaires and in-depth interviews. Data analysis was conducted using statistical software, employing methods such as percentages, averages, standard deviations, T-tests, and F-tests. The results indicated a high overall satisfaction level with Thai food among foreign tourists (𝑥̅= 3.89). However, hypothesis testing revealed that tourists of varying nationalities, genders, ages, education levels, occupations, incomes, and social statuses exhibited differing satisfaction levels with Thai food, which was significant at the 0.05 level. Additionally, the guidelines to enhance the promotion of Thai food for foreign tourists in Songkhla Province included: 1) promoting and highlighting the unique identity of Songkhla's Thai food, 2) establishing quality standards for Thai cuisine, 3) determining standard pricing for Thai food, and 4) providing training for entrepreneurs and staff to convey information about Thai food effectively.