Guidelines for the Development of Gastronomy Tourism Based on Chinese Cultural Capital of the Area of Chareon Chai Alley, Yaowarat

Abstract

 The objectives of this research were to 1) study the current state and the problems/obstacles of gastronomy tourism based on Chinese cultural capital  2)  propose guidelines for the development of gastronomy tourism based on Chinese cultural capital, Chareon Chai Alley, Yaowarat, Bangkok. The research is a qualitative methodology. Within the context of purposive selection, a 15 key informant interviews were operators involved in tourism business in Yaowarat Road. The data collected were non-participant observation, in-depth interview, data triangulation and inductive data analysis. The results of the research showed that 1) the current state of gastronomy tourism based on Chinese cultural capital has changed and, entrepreneurs have adjusted food distribution to suit changing social context. The problems/obstacles of gastronomic tourism are the result of lesser awareness of Chareon Chai Alley. They do not know what Chareon Chai Alley less than older generations and what kind of area Charoen Chai is and how many interesting things are there.    2) Guidelines for the development of gastronomy tourism based on Chinese cultural capital In addition to national governments, community organizations can promote activities, including expediting activities and public relations in Chinese food and culture which reflected through the aura of the Thai Chinese.