Causal Factors of Destination Food Image Affecting the Tourists’ Intention in Thailand

Abstract

The objective of this research were to 1)study the causal factors affecting destination food image and tourists’ intention in Thailand, 2) study the influence of causal factors of destination food image affecting tourists’ intention in Thailand, and 3) develop a model the causal factors of destination food image affecting tourists’ intention in Thailand. This study was mixed methods research, collected data from interviews and online questionnaires from thai and foreign tourists, collecting sample of 440 peoples by purposive sample method. Statistics used to analyze data were descriptive stratistics including percentages, means and standard deviations, inferential statistics were structure equation model, key informants were selection by purposeful random sampling.

The results of this study were 1) causal factors that affect the image of destination environment affected destination food image, destination environment affected tourists’ intention, attitude towards local food affected destination food image 2) the influence of causal factors of destination food image on tuouris intentions were attitude towards local food affected tourists’ intention, experiential quality affected on destination food image, experiential quality affected tourists’ intention 3) developments of model of causal factors of destination food image affected tourists’ intention. By utilizing research findings, the tourism business and tour operators can develop research further and advance the tourism management system. This will promote the management of destination image and change the intentions of Thai tourists and international tourists.