Guidelines for Developing Healthy Food Tourism in Bangkok

Abstract

This research aims to explore the behavior and needs of healthy food tourists in Bangkok. It also provides guidelines for developing and promoting Bangkok as a city of healthy food tourism as well as qualitative research. The information was gathered through interviews with 30 tourists and analyzed through content analysis. 

The results showed that the majority of interview respondents had the same behavioral opinions and needs, which were: 1) pay attention to the quality of natural ingredients and food safety for the benefit of the body; 2) price at an appropriate level depending on the quality of raw materials used and the quantity received; 3) the place of sale must be clean, hygienic, and diverse; 4) organize promotional programs that are as interesting as selling regular products and have public advertisements about the benefits and details of the goods that are clearly advertised; 5) attractive, safe, portable packaging with comprehensive information; 6) personnel with good personalities, knowledgeable, competent, and service-minded; 7) there is a process of controlling the quality of the goods to maintain a high standard while communication of the benefits of the product reaches the target group. The guidelines to develop tourism potential to respond to healthy food tourists in Bangkok have been summarized, and those are: 1) enhancing the image by raising the quality of natural raw materials and safety for health as a selling point, 2) pricing products that are diverse and appropriate compared to the value and quantity received; 3) creating diverse, safe, and dependable sales channels; 4) providing promotional items that meet the needs of tourists; 5) creating packaging that is appealing, convenient, and safe; 6) clear communication, comprehension, and standard inventory control; and 7) personality training and skills.