Competency Development of Food Tourism in Thailand

Abstract

Food tourism has become great potential in the tourism industry, especially in Thailand. When foreign tourists come to travel and witness the diverse gastronomic experience at local levels, however, in 2022, Thailand received 11.15 million foreign tourists, and only 19.45% came because of food attractions. Therefore, this study aims to develop competency in food tourism in Thailand. This quantitative research collected data from food tourism stakeholders in Thailand 400, including foreign visitors, local visitors, restaurant owners, culinary academic institutions, and tourism authorities. Data were analysed in descriptive and inferential statistics, and a structural equation model tested the hypothesis.

The findings reveal that (1) Tourism policy must include food tourism in the tourism event and public relation scheme of tourism authorities, (2) Unique local cultural experiences must be embedded into food stories, and (3) Nutrition and herbal nutrition must be presented for health-conscious tourists. The observed variables had component weights between 0.241 and 0.79. They were significantly different from zero at the 0.01 level. Latent variables were between 0.058 - 1.153, and 2) the harmonization of the hypothetical model and the empirical data found that all criteria were within the acceptable range (Pass) structural equation model analysis (Chi-Square = 44.113, df = 35, p = 0.139, RMSEA = 0.026, GFI = 0.026, AGFI = 0.960).