Cultural Dynamics of Street Food Consumption in Yaowarat among Consumers พลวัตวัฒนธรรมการบริโภคอาหารสตรีทฟู้ดย่านเยาวราชของผู้บริโภค

Abstract

This research aims to study the cultural dynamics of street food consumption in the Yaowarat area among consumers by employing a qualitative research methodology under the interpretive paradigm, using grounded theory for data analysis. The goal is to understand the changing culture among consumers of street food consumption in Yaowarat. The researchers gathered data through interviews and observations from three groups of informants: residents of the Yaowarat area, consumers who come to consume street food, and street food vendors in the area, totaling 15 participants. The research findings indicate that the changing culture of street food consumption in Yaowarat is influenced by three key conditions: the national development policies, the development of Yaowarat as a cultural tourism destination, and unforeseen circumstances leading to rapid changes in the area. This process occurs in three critical aspects: changes in access to consumption, shifts in symbolic consumption, and changes in decision-making processes influenced by new ways of sharing experiences. These changes have impacted the street food consumption culture in Yaowarat in four ways: the vendors have adjusted their sales strategies; a shift in the selection of ingredients used in food preparation; a broader variety of food offerings; and an increase in the number of external consumers due to a more convenient and faster access to Yaowarat. All of these factors have contributed to the transformation of the street food consumption culture in Yaowarat.