A study of gastronomy tourism management circumstance at Phuket Old Town in Phuket province, Thailand

Abstract

          The purpose of this research to study gastronomy tourism management circumstance at Phuket old town in Phuket province, Thailand. This research is a qualitative research study. Step 1, study and collect information from the document. Data were analyzed by using thematic analysis. Step 2, An in-depth interview with 15 key informants from government sector, private sector/entrepreneurs and community sectors by using a purposive sampling. Data were analyzed by using content analysis. Step 3, all data were used to analyze the internal and external environment of gastronomy tourism management in Phuket Old Town.

          The results of the study found that 1) Tourism Resource, strength: Phuket old town was one of Thailand’s 36 old towns that had been designated as an old city area. Weakness: Phuket old town had quite a few stories and origins of food. Opportunity: The geographical location of Phuket had an advantage. Threat: Restrictions on cooperation between relevant sectors. 2) Tourism Service, strength: Phuket old town had a wide variety of food establishments. Weakness: Food establishments lack standards for measuring the quality of foods and restaurants. Opportunity: good cooperation from relevant sectors that helped promote Phuket Local Food Fair. Threat: Structural problems of the transportation system and urban congestion. 3) Tourism Marketing, strength: Phuket old town had been promoted to organize food market activities. Weakness: The public relations of tourist attractions and the connection of tourism routes between communities were still relatively few. Opportunity: Phuket province was one of the cities chosen to join the global network of creative cities in gastronomy. Threat: Constraints on the image of high transportation service rates.