Design Process of Food Tourism Experience Based on Safe Agriculture by Community in Phra Nakhon Si Ayutthaya Province

Abstract

This article aimed to 1) examine the potential of food tourism capital based on safe agriculture in creating meaningful experiences through community participation; 2) identify the factors influencing Thai tourists’ demand for food tourism experiences; and 3) explore the design process of food tourism experiences by the community in Phra Nakhon Si Ayutthaya Province.
The research employed a mixed-methods approach, using experience design, food tourism, and community-based tourism as the conceptual framework. The study area consisted of six safe agriculture communities. The quantitative sample comprised 400 Thai tourists selected through simple random sampling, while qualitative data were collected from 65 key informants—including community representatives, farmers, and related stakeholders—using purposive sampling. The research instruments included 1) a community potential assessment form, 2) a questionnaire, and 3) a large-scale participatory discussion. Quantitative data were analyzed using descriptive statistics and multiple regression analysis; qualitative data were analyzed using content analysis. The research findings revealed that 1) all six communities exhibited high potential in terms of community mechanisms, tourism resources, and local assets; 2) food storytelling and food tasting were statistically significant factors influencing tourists’ experiential demand; 3) the community-based food tourism experience design process comprised four key steps: (1) developing farmers’ capacity, (2) developing community capital, (3) developing tourism marketing, and (4) evaluating the tourist experience. The key knowledge derived from this study is a process-oriented model that systematically integrates community resources with tourist demand. This model can be adapted to other communities with similar contexts to promote sustainable tourism development.