Marketing Mix and International Tourists’ Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era
| dc.contributor.author | Anupong Avirutha | th_TH |
| dc.contributor.author | Ravipa Akrajindanon | th_TH |
| dc.date.accessioned | 2567-06-05T08:14:59Z | |
| dc.date.available | 2024-06-05T08:14:59Z | |
| dc.date.issued | 2566-09 | |
| dc.description | 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. | th_TH |
| dc.description.abstract | 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. | th_TH |
| dc.description.sponsorship | - | th_TH |
| dc.identifier.citation | - | th_TH |
| dc.identifier.issn | 2408-1914 | |
| dc.identifier.uri | https://dspace.spu.ac.th/handle/123456789/9759 | |
| dc.language.iso | en | th_TH |
| dc.publisher | International Journal of Management, Business, and Economics | th_TH |
| dc.relation.ispartofseries | Volume 10, No.3 | th_TH |
| dc.subject | Street Food | th_TH |
| dc.subject | Consumer Behavior | th_TH |
| dc.subject | International Tourist | th_TH |
| dc.subject | Marketing Mix | th_TH |
| dc.title | Marketing Mix and International Tourists’ Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era | th_TH |
| dc.title.alternative | - | th_TH |
| dc.type | Article | th_TH |