ข้อตกลง
1. บทความทุกบทความจะได้รับการพิจารณาจากผู้ทรงคุณวุฒิ (Peer review) ที่ตรงตามสาขาวิชา โดยทุกบทความจะต้องผ่านการพิจารณาจากผู้ทรงคุณวุฒิ อย่างน้อยบทความละ 3 ท่าน
2. บทความ ข้อความ ภาพประกอบ และตารางใด ๆ ที่ตีพิมพ์ในวารสารอารยธรรมศึกษา โขง-สาละวิน เป็นความคิดเห็นส่วนตัวของผู้เขียน กองบรรณาธิการไม่จำเป็นต้องเห็นด้วยเสมอไป และไม่ใช่ความรับผิดชอบของ กองส่งเสริมศิลปวัฒนธรรม มหาวิทยาลัยนเรศวร ถือเป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว
3. บทความจะต้องไม่เคยตีพิมพ์เผยแพร่ที่ใดมาก่อน และไม่อยู่ระหว่างการพิจารณาของวารสารฉบับอื่น หากตรวจสอบพบว่ามีการตีพิมพ์ซ้ำซ้อน ถือเป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว
4. บทความที่ส่งถึงกองบรรณาธิการ ขอสงวนสิทธิ์จะไม่ส่งคืน
Consumer Culture Theory: Gastronomy and Cultural Tourism
วัฒนธรรมของผู้บริโภค: อาหารกับการท่องเที่ยวเชิงวัฒนธรรม
Keywords:
Cosumer Culture, Food, Cultural TourismAbstract
This paper demonstrates meanings, forms, and significance of consumer culture theory toward gastronomy and cultural tourism. This paper shows that meaning construction of consumer culture is different through the eras of consumption varying by the consumption ecology environment.The meanings and forms of consumption culture were mainly consisted of 3 topics: 1) Consumption for value creation 2) Consumption for meaning and 3) Consumption for difference, as tools for developing strategy, promoting marketing campaign to improve the consumers' behaviors, especially, the relationship between gastronomic consumption and tourism through the procedures or forms of consumption culture. Therefore, consumers can act as an agent to make their own choices of consumption, co-create experience, and get highest satisfaction. These processes will subsequently lead to increase income generating and economic stability of the country.
References
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Urry, J. (2002). The Tourist Gaze. 2nd ed. London: Sage.
Wongmontha, S. (2000). Marketing Strategies: Marketing Planning. Bangkok : DK Today.
Wungaeo, S. (1996). Social Policy Labor Rights and International Trade. Bangkok : Chulalongkorn University Social Research Institute.
Baudrillard, J. (1970). The Consumer Society: Myths and Structures. Sage Publications: (CA)
Belk, W. R. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15 (September), 139-168.
Bouraieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. Tokyo: McGraw– Hill Book Company.
Brown, K. D. (2004). Social Blueprints: Conceptual Foundations of Sociology. New York: Oxford University Press.
Chotiwan, P. (2015). Consumer Culture in Modernity and Identities of Labors. Phikun Journal, 13 (2), 89-106.
Cohen, E. and Avieli, N. (2004). Food in tourism: attraction and impediment. Annals of Tourism Research, 31 (4), 755-778.
Corrigan, P. (1997). The Sociology of Consumption. Sage : London.
Dan, M. D. and Puiu, N. (2013). Gastronomic Tourism-Option for the Development of local communities. Cactus Tourism Journal, 8 (2), 42-43.
Deighton, J., M., McGill, A. and Shiv, B. (2010). Broadening the Scope of Consumer Research. Journal of Consumer Research, 36 (6), 5-7.
Dwyer, L., Edwards, D., Mistilis, N. and Roman, C. (2009). Destination and enterprise management for a tourism future. Tourism Management, 30 (1), 63-74.
Featherstone, M. (1992). Consumer Culture and Postmodernism. London : SAGE.
Fields, K. (2002). Marketing communications:Contexts, Strategies and applications. (3rd ed.). London: Prentice hall Limited.
Fonseca, M .J. (2008). Understanding consumer culture: the role of food as an important cultural category. Latin America Advances in Consumer Research, 2, 28 – 33.
Ganjanapan, A. (1995). Will Community Forest Law Strengthen Community Forestry in Thailand? In B. Rerkasem (ed.), Proceedings of the Symposium on Montane Mainland Southeast Asia in Transition. Chiang Mai: CMU-consortium, Chiang Mai University.
Hall, M. C. and Mitchell, R. (2005). Gastronomy: food and wine tourism, 137-147 in Buhalis and Costa (eds), Tourism Business Frontiers: Consumers, Products and Industry, Butterworth-Heinemann, Oxford.
Hall, M. C. and Sharples, L. (2003).The consumption experiences or the experience of consumption? An introduction to the tourism of taste.In C. M. Hall, L. Sharples, R. Mitchell,N. Macions, and B. Cambourne(Eds.), Food tourism around the world: Development, management and markets(pp. 1-24). Boston: Butterworth-Heinemann.
Haukeland, J. V., and Jacobsen, J. K. S. (2001). Gastronomy in the periphery: food and cuisine as tourism attractions on the top of Europe. Paper presented at the meeting of the 10th Nordic Tourism Research Conference, Vasa, Finland.
Healy, J. and McDonagh P. (2013). Consumer Roles in Brand Culture and Value Co-Creation in Virtual Communities. Journal of Business Research, 66(9), 1528–1540.
Holt, B. D. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, 22 (1), 1-16.
Holbrook, B. M. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-25.
Kaewthep, K. (1998). Media Analysis Concept And Techniques. Bangkok : infinity-press (Thailand) Co.,Ltd.
Kanoksakulpong, K. (2004). Children's consumerism : a case study of children's demand and acquisition of objects from parents in Bangkok Metropolis. Master of Arts (M.A.). Chulalongkorn University
Kritwikran, N. (2014). Thai Food Image, Quality Perceived and Tendency to Revisit Thailand. Journal of International and Thai Tourism, 10 (1), 12-28.
Leigh, W.T., Peters, C. and Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of Academy Marketing Science, 34(4), 481-493.
McAlexander, J. H., Schouten, J. W. and Koenig, H. F. (2002). Building brand community. The Journal of Marketing, 66 (1), 38‐54.
McCracken, G. (1988). Culture and Consumption: New Approaches to The Symbolic Character of Consumer Goods and Activities. Bloomington: Indiana University Press.
Muniz, M. A., and O’Guinn C. T. (2001). Brand Community. Journal of Consumer Research, 27(1), 412–32.
Ottenbacher, C. M. and Harrington, J. R. (2013). A case study of a culinary tourism campaign in Germany:
implication for strategy making and successful implementation. Journal of Hospitality and Tourism Research, 37 (1), 3-28.
Punturee, P. (2015). Tourist Experience: The Creation of Food Tourism Activities in Thailand. Journal of Southern Technology, 8 (2), 27-37.
Pongsakornrungsilp, S. (2014). Value Co-Creation: New Marketing Paradigm in the Era of Social Network. Songklanakarin Journal of Social Sciences and Humanities, 20 (3), 161-185
Pongsakornrungsilp, S. and Pusaksrikit, T. (2012). Beliefs and Behaviors of Amulet Thai Consumers. Songklanakarin Journal of Social Sciences and Humanities, 18 (3), 57-92.
Pongsakornrungsilp, S. and Schroeder, E. J. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory, 11 (3), 303-324.
Pongsakornrungsilp, S., Pusaksrikit, T. and Schroeder, J. (2011). Co-Creation through Fear, Faith and Desire. European Advances in Consumer Research, 9, 333-340.
Pullphothong, L. and Sopha, C. (2012). Gastronomic Tourism in Ayutthaya, Thailand. [online] Retrieved July 14, 2017. From https://www.ijbts-journal.com/images/main_1366796758/0043-Ladapha.pdf
Rand, G.E. and Heath, E. (2006).Towards a Framework for Food Tourism as an Element of Destination Marketing. Journal Current Issues in Tourism, 9 (3), 206-234.
Sormaz, U., Akmese, H., Gunes, E. and Aras, S. (2016). Gastronomy in Tourism. Procedie Economic and Finance 39 (2016) 725-730. 3rd Global Conference on Business, Economic, management and Tourism, 26-28 November 2015, Rome, Italy.
Suteetorn, B., and Nitikasetsoontorn, P. (1998). The Attitude and Impressions of Foreigners Towards Visiting Thailands. Bangkok: National Research Council of Thailand.
Urry, J. (2002). The Tourist Gaze. 2nd ed. London: Sage.
Wongmontha, S. (2000). Marketing Strategies: Marketing Planning. Bangkok : DK Today.
Wungaeo, S. (1996). Social Policy Labor Rights and International Trade. Bangkok : Chulalongkorn University Social Research Institute.
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Published
2018-11-14
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บทความวิชาการ (Academic Article)
