Guidelines for the Development of Gastronomic Tourism According to the Identity of Phipun District, Chang Klang District and Chawang District, Nakhon Si Thammarat Province
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Abstract
This research aims to: 1) analyze the current situation of gastronomic tourism, 2) study the behavior and needs of tourists regarding gastronomic tourism, and 3) propose development guidelines for gastronomic tourism according to the identity of Phipun District, Chang Klang District, and Chawang District in Nakhon Si Thammarat Province. The data were collected using an interview form for government officials, local cuisine entrepreneurs, and community members, totaling 18 participants. The questionnaires were used to gather data from 390 Thai tourists. The content analysis and descriptive statistics were employed to analyze the data.
The research findings revealed that: 1) All three districts possess diverse tourist attractions and local food resources that are suitable for organizing culinary tourism activities. However, the communities still lack knowledge and leadership, food preparation lacks standardization, there are limited restaurants and souvenir products, and promotional efforts remain insufficient. 2) Most tourists travel with friends for holidays, choosing local cuisine with good flavors. They also wish to purchase local cuisine souvenirs that have been recommended on social media. 3) For guidelines on developing gastronomic tourism, it is important to foster an understanding within the community about the significance of organizing activities, and activities should be organized for tourists to enjoy high-quality local cuisine that preserves its identity, while local cuisine souvenirs should be sold at reasonable prices. Additionally, attention should be given to the venue, the decoration of the establishment, the quality of service provided by the staff, and the public relations through social media. The findings of this research can serve as a guideline for local communities and government agencies in planning and organizing culinary tourism activities appropriately, which will help generate income and strengthen the economic sustainability of the community.
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