Study of Food Services to Support the Tourism Industry in the Southern Region of Northeastern Thailand(Thai)

Abstract

The objectives of this research were to study the factors influencing decisions about food served, the forms of food services, problems and obstacles in operating food services, and marketing opportunity for food services supporting the tourism industry in the Southern region of Northeastern Thailand. The field survey research for this study was conducted using a questionnaire as a data collection tool. The population was 482 Thai tourists travelling to the Southern region of Northeastern Thailand. It was found that the factors influencing decisions about choosing food services are sequential, based on product characteristic, pricing, distribution channel, and promotion. Regarding the product characteristics, its cleanliness was more important than quality, taste and choice. The forms of food service required by tourists are those located during the tourist stops, within the tourist places, in the form of restaurants (not hawkers or stall shops) with staff to provide service. The categories of foods that correspond to their needs were variety of choices, local North-eastern foods, fast foods and a la carte menu. The problems and the obstacles in operating food services were ranked at moderate level of importance with the following issues being the most problematic: form and quality of foods, and the reliability of the food producer or owner. There was high level of marketing opportunities in the food services, and it can be developed by improving the uniqueness of the food, maintaining the quality, increasing the variety of food choices, and controlling for a fair price. These points will be the role of those in the food service business, the government, the tourism authority of Thailand, and the local authority.