Marketing strategies for Thai gastronomic tourism promotion
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2014
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b185182
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Termsak Singsomboon (2014). Marketing strategies for Thai gastronomic tourism promotion. Retrieved from: http://repository.nida.ac.th/handle/662723737/3119.
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Marketing strategies for Thai gastronomic tourism promotion
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Abstract
The study on marketing strategies for Thai gastronomic tourism promotion
comprises 3 objectives; 1) to study foreign tourists’ behavior in Thai gastronomic
tourism, 2) to study foreign tourists’ needs for Thai gastronomic tourism, and 3) to
suggest marketing strategies for Thai gastronomic tourism promotion. The target
population was 400 foreign tourists who took Thai cooking classes in Thailand and 77
partakers in Thai culinary tourism, selected from the government sector, private
sector, citizen sector, and local administrative organizations. Mixed research
methodology was used in the study. The following statistics were used in the data
analysis; 1) descriptive statistics, to explain general description of the sample and the
level of needs such as percentage, mean, standard deviation, and 2) inferential
statistics, to test the hypotheses, such as t-test, F-test, and differences comparison with
LSD. Data were processed by SPSS program. Qualitative data were processed using
logical analysis, grouping, classification, association, and interpretation.
Results
1) The objective of the majority of the sample in taking Thai cooking classes
was to gain new experience. Most of the respondents had never taken Thai cooking
classes before. All respondents preferred a half-day course and two third of the
respondents preferred a group class with the step-by-step teaching method. Most of
the respondents thought that the course length, course structure, and teaching methods
were appropriate. More than half of the respondents thought fruits and vegetable
carving should definitely be included in the course and most of the respondents were
interested in learning how to make Thai desserts and wanted to learn how to make
Kao Niew Ma Muang (sweetened sticky rice with mangoes). Most of the respondents
thought it was necessary to learn to cook Thai food with authentic Thai flavors.
Almost all of the respondents found February to be the most appropriate period to
learn Thai cooking. Pad Thai (Thai-styled stir-fried noodle), Panang Curry (mild
flavored curry), and Massaman Curry (mild flavored curry with cumin and potatoes)
were the top 3 Thai dishes the respondents wanted to learn. Most of the respondents
found that flavor was the most distinctive point of Thai food that impressed them. The
most influential resource affecting foreign tourists’ decision to lean Thai cooking was
closed friends. More than half of the respondents purchased cooking classes directly
with the school and two third of the respondents chose the school because of the
reasonable price. The appropriate learning period was in the morning (9.00-12.00
hrs.). Two third of the respondents thought Thai food was very different from other
food and two third of them would take Thai cooking classes again.
2) It was found that needs of foreign tourists taking Thai cooking classes in
marketing mix factors were in a relatively high level. Foreign tourists had the highest
need in the people attribute followed by physical evidence, product, productivity and
quality of service, process, place, price, and promotion attributes.
3) For the hypotheses testing, 15 out of 16 hypotheses tested were accepted
and 1 was rejected which was the number of time visiting Thailand factor. This did
not affect foreign tourists’ needs.
4) There are 8 marketing strategies for Thai gastronomic tourism comprising;
personnel development strategy, physical evidence development strategy, product
development strategy, productivity and quality of service development strategy,
process development strategy, place development strategy, price development
strategy, and promotion development strategy.
5) The following recommendations derive from the study. The government
should have clear and successive strategic plans and policies for Thai gastronomic
tourism by allowing the private sector, citizen sector, and local administrative
organizations to participate in the integration of strategic plan for Thai gastronomic
tourism. Also, the government should set up standards for Thai restaurants and Thai
cooking schools and publicize information on Thai cooking activities among tourists
as well as develop both online and offline database of gastronomic tourism and make
it practical and up-to-date. For Thai cooking schools, they should develop their skills,
knowledge, and expertise in Thai food among their instructors; develop foreign
language communication skills and image among their instructors and personnel as
well as manage their place and environment, focusing on the cleanliness and
pollution-free environment.
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Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2014.