การศึกษาทัศนคติของประชาชนชาวไทยที่มีต่อการท่องเที่ยวเชิงอาหารในบริบทของร้านอาหารริมทางในเขตรุงเทพมหานคร

Abstract

The purposes of the study were to find out the Attitude of Thai People towards Street Foods as Gastronomy Tourism and to develop a guideline for street foods as the gastronomy tourism in Bangkok Metropolis. Questionaires was used for collecting data from 400 Thai people who have an experience in Street Foods in Bangkok and Semi-structured interview was utilized as tools to for collecting data from 3 Gastronomy Tourism experts. The research result was used for developing a guideline for street food as the gastronomy tourism attraction. The results of the study were as follows: 1. Most of samples were female with 15 - 24 years, bachelor’s degree education level, most of samples occupation were private officers/state enterprises officers with average income per month more than 25,001 baht. 2. 2. The behaviors of Street Foods consuming, samples would go with friends about 2 - 3 participants at the time. The most famous Street Foods area is Yaowaraj because of the variety of food. friends, family, neighbor was the one that suggested for their travelling. Samples were mostly visited the street foods area in the evening between 1 - 2 hours, 2 - 4 times per month. The most popular food was main dish. The expense for meals was about 201-300 baht per time. Most of samples preferred to eat at the restaurant and travelled by public transport. 3. The opinions of Marketing Mix towards Gastronomy Tourism as Street Foods were in high level in factors of Product (x= 3.86, S.D. = 0.61) Price (x= 3.73, S.D. = 0.55) Place (x= 3.87, S.D. = 0.61) Promotion (x= 3.77, S.D. = 0.67) People (x= 4.20, S.D. = 0.68) and Process (x= 3.44, S.D. = 0.73) and medium level in factor of Physical Environment (x= 3.24, S.D. = 0.86). 4. The opinions of attitudes that was influence for promoting Street Foods as Gastronomy Tourism in factors of Gastronomy Tourism Knowledge (x= 3.71, S.D. = 0.56) and Thinking of Gastronomy Tourism (x= 4.11, S.D. = 0.56)