Thai Food Image and Tourist Behavioural Intentions: Exploring International Tourists’ Perceptions in Bangkok
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Abstract
This study explored how international tourists perceive Thai cuisine and how these perceptions influence behavioural intentions. A qualitative phenomenological design was adopted to capture tourists’ lived experiences, and semi-structured interviews were conducted with 40 international visitors in Bangkok. The data focused on perceptions of cultural significance, sensory appeal, quality, and value, as well as the role of Thai cuisine in determining behavioural intentions. Thematic analysis identified patterns and meanings in participants’ narratives, supplemented by observational field notes to enhance contextual interpretation.
The results reveal that Thai cuisine is widely perceived as a cultural symbol integral to Thailand’s destination image. Tourists valued culinary diversity, freshness, aromatic herbs, affordability, accessibility, and perceived value. Street food was praised as authentic, while hygiene concerns were occasionally raised but did not diminish overall satisfaction. Positive perceptions translated into strong behavioural intentions, such as return visits, continued consumption, and word-of-mouth recommendations, moderated by cultural background. By integrating destination image theory with the Theory of Planned Behaviour, this study illustrates how culinary perceptions are dynamically constructed through lived experiences and translated into behavioural intentions through TPB mechanisms. Practical implications guide destination marketers and policymakers in developing segment-specific strategies to strengthen Thailand’s global competitiveness in culinary tourism.
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