The new phenomenon of slow food tourism development : the evaluation of tourists's perspectives focuses on the process of adoption, diffusion and perceived value
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2016
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2559
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eng
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129 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Pichsinee Soonsap (2016). The new phenomenon of slow food tourism development : the evaluation of tourists's perspectives focuses on the process of adoption, diffusion and perceived value. Retrieved from: https://repository.nida.ac.th/handle/662723737/5459.
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The new phenomenon of slow food tourism development : the evaluation of tourists's perspectives focuses on the process of adoption, diffusion and perceived value
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Abstract
This study explores slow food tourism by analyzing tourists’ perspective on
how slow food tourism has been developed, including how slow food tourism has
been adopted and diffused and evaluate the current market of slow food tourism
through value perception. Currently, food development in tourism tends to increase
the number of tourists and revenue (Mazza, 2013). Studying about Product Life Cycle
(PLC) strategies (Steffens, 2002) and tourists’ perceived value (Ashton, Scott and
Solmet and Breakey, 2010) help to understand the trend of tourist’s perspective and
demand. Thus, the result of this study will help to improve slow food tourism
marketing strategy, which will directly respond to tourists’ needs and expectation.
A qualitative approach was employed and in-depth interview technique was used for data collecting process, and content analysis was used to analyze data. This investigation conducted at the farmers’ market located in Chiang Mai and Bangkok of Thailand. The 24 participants were participates and those were the tourists and the member of slow food society who visited the slow food farmer market.
The results revealed that there are three main components to be considered regarding slow food tourism development; firstly, adoption process; secondly, diffusion process; and lastly, perceived value. Firstly, the adoption process reviewed that it included tourists obtained slow food information via social media source, word of mouth from referenced group (friends and family) and magazine or leaflets. While the participants adopted the advantages of slow food; good, clean and fair. Moreover, the findings shown that the barriers to participant within the slow food phenomenon are includes; a lack of a clear information and distribution; less support from government and association. Secondly, the diffusion process will be included that the tourists made decision to consume and continue to repurchase slow food because they need to taste and experience an authentic food with good quality. They continue to consume healthy food in their daily life after experience and tasted them by either cooking at home or buy it at the restaurant or at the farmers’ market where they sell slow food. Lastly, the perceived value reviewed that it included the tourists perceived value based on how slow food provide good image for them. For instance, being healthy person and be part of environment sustainability, for example, slow food ingredient came from seasonal products and support farmer who did not use chemical for growing process). Furthermore, received the good quality of food directly from farmer, and they feel it worth to spend money and time to purchase slow food. In additional, it was found that the slow food phenomenon is at introduction stage. Due to additional recommendation from participants and it need to be promoted and encourage more stakeholders or business owners to provide this healthy product for consumers or tourists.
This study contributes to both academic and managerial implications. For an academic, the researchers can apply this study to develop future research, “the new phenomenon of slow food tourism development: the evaluation of tourists’ perspectives focuses on the process of adoption, diffusion and perceived value” comprises of three main components; firstly, adoption process; secondly, diffusion process; and lastly, perceived value. In addition, the results contributed for managerial perspectives; such as hospitality and tourism businesses owners can use this guideline to develop slow food products to meet consumer expectation and meet a high demand within this phenomenon market. For example; to promote through advertising and build customer loyalty, to maintain quality of product for word of mouth and repurchase, to build products’ image by using raw materials from farmers directly which is fresh and without chemical, and to provide good service with fair price without over price charge.
A qualitative approach was employed and in-depth interview technique was used for data collecting process, and content analysis was used to analyze data. This investigation conducted at the farmers’ market located in Chiang Mai and Bangkok of Thailand. The 24 participants were participates and those were the tourists and the member of slow food society who visited the slow food farmer market.
The results revealed that there are three main components to be considered regarding slow food tourism development; firstly, adoption process; secondly, diffusion process; and lastly, perceived value. Firstly, the adoption process reviewed that it included tourists obtained slow food information via social media source, word of mouth from referenced group (friends and family) and magazine or leaflets. While the participants adopted the advantages of slow food; good, clean and fair. Moreover, the findings shown that the barriers to participant within the slow food phenomenon are includes; a lack of a clear information and distribution; less support from government and association. Secondly, the diffusion process will be included that the tourists made decision to consume and continue to repurchase slow food because they need to taste and experience an authentic food with good quality. They continue to consume healthy food in their daily life after experience and tasted them by either cooking at home or buy it at the restaurant or at the farmers’ market where they sell slow food. Lastly, the perceived value reviewed that it included the tourists perceived value based on how slow food provide good image for them. For instance, being healthy person and be part of environment sustainability, for example, slow food ingredient came from seasonal products and support farmer who did not use chemical for growing process). Furthermore, received the good quality of food directly from farmer, and they feel it worth to spend money and time to purchase slow food. In additional, it was found that the slow food phenomenon is at introduction stage. Due to additional recommendation from participants and it need to be promoted and encourage more stakeholders or business owners to provide this healthy product for consumers or tourists.
This study contributes to both academic and managerial implications. For an academic, the researchers can apply this study to develop future research, “the new phenomenon of slow food tourism development: the evaluation of tourists’ perspectives focuses on the process of adoption, diffusion and perceived value” comprises of three main components; firstly, adoption process; secondly, diffusion process; and lastly, perceived value. In addition, the results contributed for managerial perspectives; such as hospitality and tourism businesses owners can use this guideline to develop slow food products to meet consumer expectation and meet a high demand within this phenomenon market. For example; to promote through advertising and build customer loyalty, to maintain quality of product for word of mouth and repurchase, to build products’ image by using raw materials from farmers directly which is fresh and without chemical, and to provide good service with fair price without over price charge.
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Thesis (M.A. (Integrated Tourism Management))--National Institute of Development Administration, 2016