Marketing Mix and International Tourists’ Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era
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วันที่
2566-09
ผู้เขียน
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
International Journal of Management, Business, and Economics
เชิงนามธรรม
This study attempts to explore the factors that influence their preferences, decision-making,
and overall satisfaction in order to gain insights into the role street food plays in shaping their
cultural experience during their visit to Thailand. The respondents in this study were international
tourists in Bangkok. The numbers of respondents are 200 respondents. The participants in this study
are voluntary and anonymity. Descriptive, frequency, percentage distributions, Xs are used to
describe and report the information collected affecting to individual variables and demographic
information. The regression equation provided represents a statistical model that examines the
relationship between the independent variables (product, price, place, and promotion) and the
dependent variable (street food experience). It reveals that all four independent variables have
positive coefficients, suggesting that improvements in product quality, reasonable pricing, attractive
place (location), and effective promotions can enhance the overall street food experience.
คำอธิบาย
Thai street food is a popular and beloved part of Thai culture, and it is also a major draw for
tourists. Many tourists come to Thailand specifically to experience the country's delicious and
affordable Thai street food (The Nation, 2023). According to a study published in the journal WMS
Journal of Management, tourists have a generally positive perception of Thai street food. The study
found that international tourists were most impressed by the food's quality, taste, and affordability.
They also appreciated the variety of Thai street food available, as well as the opportunity to
experience Thai culture through food (Suphaphon, 2019). However, some tourists do have concerns
about the safety of Thai street food. Intuluck (2022) found that tourists were most concerned aboutthe hygiene of Thai street food vendors. They were also concerned about the use of artificial
ingredients and preservatives in Thai street food.
คำหลัก
Street Food, Consumer Behavior, International Tourist, Marketing Mix
การอ้างอิง
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