SLOW FOOD DESTINATION IMAGE DEVELOPMENT MODEL OF ETHNOCENTRISM TOURISTS: A CASE STUDY OF CHIANG MAI, THAILAND

dc.contributorPichsinee Soonsapen
dc.contributorพิชญ์สินี ซุ่นทรัพย์th
dc.contributor.advisorSuwaree Namwongen
dc.contributor.advisorสุวารี นามวงค์th
dc.contributor.otherNational Institute of Development Administration. The Graduate School of Tourism Managementen
dc.date.accessioned2024-06-05T09:36:28Z
dc.date.available2024-06-05T09:36:28Z
dc.date.issued5/1/2024
dc.date.issuedBE548
dc.descriptionDoctor of Philosophy (Integrated Tourism and Hospitality Management) (Ph.D.(Integrated Tourism and Hospitality Management))en
dc.descriptionปรัชญาดุษฎีบัณฑิต (การจัดการการท่องเที่ยวและบริการแบบบูรณาการ) (ปร.ด.(การจัดการการท่องเที่ยวและบริการแบบบูรณาการ))th
dc.description.abstractThis study aims to fulfill the existing gap in the literature by examining the slow food destination image development by investigating ethnocentrism tourists in Chiang Mai, Thailand. Currently, slow food destination image is less developed, especially healthy food related to local region (Choe & Kim, 2018; Dimitrovski, Starčević, & Marinković, 2021). Mixed methods research of both qualitative and quantitative techniques was employed to collect and analyze data. To achieve the research aim, four objectives of this study have been raised: first objective; ‘to study ethnocentrism tourists’ behavior who travel to slow food destination in Chiang Mai, Thailand’, second objective; ‘study ethnocentrism tourists’ perception on slow food destination image in Chiang Mai, Thailand, third objective; ‘to study how slow food destination image in Chiang Mai, Thailand related to tourist satisfaction’, and fourth objective; ‘how tourist satisfaction related to future behavioral intention’. The EFA, and multiple regress analysis technique were used to analysis data for quantitative approach. While a content analysis was performed for qualitative approach. A total of participants (29 participants); for quantitative study, a total of 500 survey from were received from domestic tourists. It was found that, the findings of the hypotheses test revealed a positive correlation between the slow food destination image and tourist satisfaction, similarly to tourist satisfaction shown results with positive relationship and future behavioral intention. This study’s findings propose a slow food destination image development model from perception of ethnocentrism tourists. There are four ethnocentrism behaviors that were found from this study: ethnocentrism characteristics, socio–psychological antecedents, personal finance status, and nationalism characteristics. The proposed model of the slow food destination image, comprising of three attributes: 1) functional attribute, comprising three components: destination environment, facilitator, and authentic service quality; 2) psychological attribute, consisting of three components: create idea for the slow food image, create feelings for the slow food image, and create value perception; and 3) uniqueness attribute comprising of two components: cultural events/festivals, and slow food events (man-made). The study findings propose theoretical, practical, and managerial contributions. Governments should especially adopt this model as a guideline and prioritize the regenerative of the tourism industry. It is important to emphasize a well-being lifestyle, sustainability, and equitable treatment of both tourists and locals. Policymakers across all countries are encouraged to incorporate these elements into their tourism planning and development initiatives, such as focuses on slow food concept, good, clean, and fair to develop destination and product for well-being tourist. Future research should concentrate on investigating how to create memorable experiences and how to expand the slow food concept for tourists who lack well-being knowledge and improve health wellness lifestyle prevent sickness in their daily life.en
dc.description.abstract-th
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6898
dc.language.isoen
dc.publisherNational Institute of Development Administration
dc.rightsNational Institute of Development Administration
dc.subjectSlow fooden
dc.subjectSlow food destination imageen
dc.subjectDestination image developmenten
dc.subjectEthnocentrism touristsen
dc.subjectTourist satisfactionen
dc.subjectFuture behavioral intentionen
dc.subject.classificationSocial Sciencesen
dc.titleSLOW FOOD DESTINATION IMAGE DEVELOPMENT MODEL OF ETHNOCENTRISM TOURISTS: A CASE STUDY OF CHIANG MAI, THAILANDen
dc.titleรูปแบบการพัฒนาภาพลักษณ์อาหารละเมียดนิยมของนักท่องเที่ยวอัตนิยมทางวัฒนธรรม กรณีศึกษาจังหวัดเชียงใหม่ ประเทศไทยth
dc.typeDissertationen
dc.typeดุษฎีนิพนธ์th
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