Publication: The behavior and perception of tourists regarding to gastronomy tourism in xi'an,republic of china
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Issued Date
2024-07-19
Resource Type
Language
eng
File Type
application/pdf
Access Rights
Open Access
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
Srinakharinwirot University
Suggested Citation
Jiayi Zhang (2024). The behavior and perception of tourists regarding to gastronomy tourism in xi'an,republic of china. Retrieved from: https://hdl.handle.net/20.500.14740/53226
Alternative Title(s)
พฤติกรรมและการรับรู้ของนักท่องเที่ยว เกี่ยวกับการท่องเที่ยวเชิงอาหารเมือง ซีอาน สาธารณรัฐประชาชนจีน
Author(s)
Advisor(s)
Organization
Abstract
This research was quantitative and aimed to investigate the behavior and perception of tourists in Xi’an and to develop suggestions for gastronomy tourism in Xi’an, based on the behavior and perception of tourists. A total of 390 questionnaires were collected both online and face-to-face. The research results were that most respondents were female (51.0%), aged 26-35 (33.6%), had a Bachelor's degree (36.9%), earned ¥4,001-6,000 (51.3%), employed (48.5%), and from Northwest China (42.8%). Most traveled with family (53.3%), used trains (64.1%), and public transportation (55.4%). They typically spent ¥2,501-3,500 on travel (46.4%) ¥501-1,000 on food (44.4%), preferred spring (50.0%), stayed for 3-4 days (69.5%), and (51.0%) and previously visited. Gastronomy tourism was highly popular, (93.8%) intending to engage in it, (81.8%) having visited for it, and (18.9%) specifically visiting Yong Xing Fang. Overall, tourist perception was rated at the highest level with (mean 4.34, S.D 0.56) and consumer behavior was rated as strongly agree (mean 4.40, S.D. 0.64), respectively. Tourist perception had the highest level: service (mean 4.05, S.D. 0.68), taste (mean 4.26, S.D. 0.74), hygiene (mean 4.38, S.D. 0.63), manners (mean 4.41, S.D. 0.60), and unique cultural experiences (mean 4.59, S.D. 0.45). Similarly, consumer behavior showed strong agreement: consumer beliefs (mean 4.36, S.D. 0.67), consumer feelings (mean 4.26, S.D. 0.77), consumer attitudes (mean 4.47, S.D. 0.69), consumer intentions (mean 4.38, S.D. 0.67), and gastronomy tourism experience (mean 4.48, S.D. 0.61). The study suggested enhancing gastronomy tourism through innovative culinary offerings, cultural activities, culinary museums, food festivals, improved transportation and infrastructure, hygiene regulations, and service standards.
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Degree Name
MASTER OF ARTS (M.A.)
Degree Level
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Degree Discipline
Degree Grantor(s)
Srinakharinwirot University