A Study of Tourist Satisfaction with Local Food to Enhance the Tourism Value of Samut Prakan Province

Abstract

This study aims to: 1) Study the level of tourist satisfaction with local food in Samut Prakan Province, 2) Explore approaches for developing tourist satisfaction with local food to enhance the province’s tourism value, and 3) Propose strategies for adding tourism value to local food in alignment with the needs of modern consumers who prioritize health and wellness. This is a quantitative study with a sample of 400 tourists who visited the province in 2021, selected using convenience sampling. Data were analyzed using basic statistics, including frequency distribution, percentage, mean, and standard deviation. The findings reveal that: 1) The development of local healthy cuisine should focus on using fresh local ingredients, such as vegetables, fruits, herbs, and fish, while reducing salt, sugar, and unhealthy oils, and maintaining cultural identity. 2) Tourists prefer local cuisine that retains its traditional Thai flavors, uses safe and fresh ingredients, integrates modern culinary techniques, and reflects cultural heritage. 3) Strategies to enhance tourism value include live cooking demonstrations, culturally inspired food presentation, fusion menu development, social media marketing, and storytelling that connects food with local attractions. These strategies help increase appeal and attract more tourists.