Local Food Image from the Perspective of Thai Tourists Crisis: A Case Study of Nan Province
Article Sidebar
Main Article Content
Abstract
This research article aims to study the causal factors of local food image that influence Thai tourists' revisit intentions and word-of-mouth communication in Nan Province, and to propose guidelines for promoting the local food image for tourism in the region. The study employed a quantitative research methodology with a sample group of 372 Thai tourists. Data was collected through questionnaires using simple random sampling and analyzed statistically using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The research findings revealed that all four aspects of local food image positively influenced Thai tourists' revisit intentions and word-of-mouth communication in Nan Province. Food quality and taste factors have the most significant influence, playing a crucial role in shaping perceptions and word-of-mouth communication about food quality, as well as enhancing the brand image in terms of location. Three main guidelines for promoting local food image are proposed: the promotion of organic farming systems, the presentation of local stories and wisdom through food, and the development of creative industries. Implementation of these guidelines will help elevate the image of local food and promote sustainable food tourism in Nan Province.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538. https://doi.org/10.1108/IJCHM-10-2016-0568
Antón, C., Camarero, C., Laguna, M., & Buhalis, D. (2019). Impacts of authenticity, degree of adaptation and cultural contrast on travellers' memorable gastronomy experiences. Journal of Hospitality Marketing & Management, 28(7), 743-764.
Bellhouse, D. R., & Kulperger, R. J. (1991). Computer generated simple random samples. Communications in Statistics - Simulation and Computation, 20(2–3), 539–550. https://doi.org/10.1080/03610919108812971
Bessière, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis, 38(1), 21-34. https://doi.org/10.1111/1467-9523.00061
Castillo-Villar, F. R. (2020). Destination image restoration through local gastronomy: The rise of Baja Med cuisine in Tijuana. International Journal of Culture, Tourism and Hospitality Research, 14(4), 507-523. https://doi.org/10.1108/IJCTHR-03-2019-0054 Designated Areas for Sustainable Tourism Administration. (2016). Development of food tourism in special areas. (in Thai)
Dixit, S. K., & Prayag, G. (2022). Gastronomic tourism experiences and experiential marketing. Tourism Recreation Research, 47(3), 217-220. https://doi.org/10.1080/02508281.2022.2065089
do Valle, P. O., & Assaker, G. (2016). Using partial least squares structural equation modeling in tourism research: A review of past research and recommendations for future applications. Journal of Travel Research, 55(6), 695-708. https://doi.org/10.1177/0047287515569779
Fakfare, P., Lee, J. S., & Han, H. (2022). Thailand tourism: A systematic review. Journal of Travel and Tourism Marketing, 39(2), 188-214. https://doi.org/10.1080/10548408.2022.2061674
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Garner, B., & Ayala, C. (2019). Regional tourism at the farmers' market: Consumers' preferences for local food products. International Journal of Culture, Tourism, and Hospitality Research, 13(1), 37-54. https://doi.org/10.1108/IJCTHR-07-2018-0095
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., & Sarstedt, M. (2019). Factors versus composites: Guidelines for choosing the right structural equation modeling method. Project Management Journal, 50(6), 619-624. https://doi.org/10.1177/8756972819882132
Hall, C. M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. (2003). Food tourism around the world. Routledge. https://doi.org/10.4324/9780080477862
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Jongsuksomsakul, P. (2023). A co-creative storytelling relating to traditional culinary as a cultural destination in Phitsanulok. Chiang Mai University Journal of Humanities, 24(1), 63-83.
(in Thai)
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227-261. https://doi.org/10.1111/isj.12131
Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2019). Food and cuisine image in destination branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2), 238-251. https://doi.org/10.1177/1467358417740763
Lai, M. Y., Khoo, C., & Wang, Y. (2024). Critical realism: a methodological design for destination food image research. Tourism Recreation Research, 49(5), 950–968. https://doi.org/10.1080/02508281.2022.2098448
Mak, A. H. N., Lumbers, M., Eves, A., & Chang, R. C. Y. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31(3), 928-936. https://doi.org/10.1016/j.ijhm.2011.10.012
Manyangara, M. E., Makanyeza, C., & Muranda, Z. (2023). The effect of service quality on revisit intention: The mediating role of destination image. Cogent Business and Management, 10(3), 2250264. https://doi.org/10.1080/23311975.2023.2250264
Ministry of Tourism and Sports. (2016). Statistics of foreign tourists visiting Thailand in 2016. (in Thai)
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists' dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480-498. https://doi.org/10.1177/1356766718822675
Piramanayagam, S., Sud, S., & Seal, P. P. (2020). Relationship between tourists' local food experiencescape, satisfaction and behavioural intention. Anatolia, 31(2), 316-330. https://doi.org/10.1080/13032917.2020.1747232
Promsivapallop, P., & Kannaovakun, P. (2019). Destination food image dimensions and their effects on food preference and consumption. Journal of Destination Marketing & Management, 11, 89-100. https://doi.org/10.1016/j.jdmm.2018.12.003
Proyrungroj, R. (2020). Volunteer tourism: Motivations of Thai tourists and western tourists. European Journal of Tourism Research, 2408. https://doi.org/10.54055/ejtr.v24i.410
Rachão, S., Breda, Z., Fernandes, C., & Joukes, V. (2019). Food tourism and regional development: A systematic literature review. European Journal of Tourism Research, 21, 33-49. https://doi.org/10.54055/ejtr.v21i.357
Tourism Authority of Thailand. (2016). High-quality tourist market study project: Japan, United Kingdom, Australia. (in Thai)
Tourism Authority of Thailand. (2017). Food on the Move. TAT Review, 9. (in Thai)