Factors Influencing Tourists’ Local Food Consumption in Phuket

Abstract

               This research is to investigate factors influencing tourists’local food consumption in Phuket. A quantitative research design is adopted in this study. The convenience sampling method is utilised to International and domestic tourists in Phuket.Six hundred copies of questionnaire are distributed to tourists in Phuket. The usable 531 questionnaires are obtained. Descriptive statistical analysis using frequency, percentages and mean scores are applied. The influential statistical analysis with simple regression analysis is used. It was found that the majority of tourists have experienced local food while in Phuket. However, it was found that limited numbers of tourists visited Phuket for local food. It was further found that taste, cleanliness, and ingredient quality including freshness are key aspect of tourists’ food selection. Furthermore, seafood is the most popular local food for Phuket tourists. In addition, the iterative simple regression analyses indicate that the local food identity, value for money, and local restaurant attributes are significant predictors of intention of local food consumption.Theoretical and practical implications are made. The local government including the relevant organisations are able to apply the research findings for destination attractiveness. The intensive tourism promotion should be reviewed to draw a larger number of special interest tourists including food travellers.