Gastronomic Tourism: Visitors’ Behavior and Satisfaction in Maha Sarakham, Thailand

Abstract

This research aims to examine the behavior and satisfaction of visitors in the Maha Sarakham province. The study was held on October 2021 to September 202. The sample sizes were 394 food tourism participants in Maha Sarakham Province who were chosen by a particular sampling technique. The data were analyzed through descriptive statistics. The researchers found that 1) most travelers aimed to visit the attractive places. The frequency of traveling was few times a month. The majority of vehicles used for travel are private automobiles. A trip expenditure was about 1,000 baht or less. In addition, the information on culinary in Maha Sarakham Province were from the internet and social network, 2) the results of visitors’ pleasure on food in Maha Sarakham province on healthy processed food were at high level (4.13). When considering each factor, it was shown that the highest travelers’ satisfaction was the promotion such as free trials, set sales, and discounts which averagely at 4.40.