Guidelines for Promotion of Local Cuisine Cultural Tourism in Phra Pradaeng, Samut Prakan Province

Abstract

The objectives of this study were to 1) study demographic factors affecting local cuisine cultural tourism promotion in Phra Pradaeng, Samut Prakan Province, and 2) study the marketing mix of tourists affecting local cuisine cultural tourism promotion in Phra Pradaeng, Samut Prakan Province. The marketing mix:
(1) Product, (2) Price, (3) Place, (4) Promotion, (5) People, (6) Process, and (7) Physical Evidence was used to study tourists’ decision to purchase local cuisine in Phra Pradaeng, Samut Prakan Province. The data was collected from Thai tourists, who visited Phra Pradaeng, Samut Prakan Province. The research model is quantitative research. The questionnaire was used to collect the data from 400 Thai tourists visiting Phra Pradaeng, Samut Prakan Province. The statistics used to analyze the data were inferential statistical programs including Chi – Square, T-Test and F-Test. This research found that the marketing mix factors affecting the local cuisine service of Thai tourists visiting Phra Pradaeng, Samut Prakan Province in overall was found at a high level. When considering each side of the variables, it was found that the product; including tasty food was rated at 4.23, price; such as clear food price tags labelled in a local restaurant was at the average of 4.11, place; convenient local cuisine restaurant location was rated at 4.18, promotion; including food festivals and product fairs in Samut Prakan such as Phra Pradaeng Nam Dok Mai Mango Festival was at the average of 4.11, people; knowledgeable food vendors was rated at 4.18, service process; accurate payment checking was rated at 4.24, and physical evidence; attractive and interesting atmosphere around the local restaurants was at the average of 4.18.