Understanding the Perceptions of Local Thai Cuisine of Chinese and European Tourists in Thailand

Abstract

This study explores the dimensions of local cuisine images viewed by foreign tourists by examining the impact of the perceived image of local Thai cuisine based on the satisfaction of eating Thai food, its impact on satisfaction when traveling in Thailand, and future behavioral intention. It also examines whether there are differences in perceptions of local cuisine images between European and Chinese tourists. To do so, data were collected from Chinese and European tourists travelling in Thailand. The statistics processed for this study included factor analysis, one-way analysis of variance, and multiple regression analysis. The results revealed five food image dimensions: “affective food image,” “food quality,” “attractiveness of food,” “health promotion” and “cultural heritage.” Differences in the perceptions of food images between Chinese and European tourists were found. Further still, the food dimensions varied in how they affected tourist satisfaction and behavioral intention. “Affective food image” had the highest impact on satisfaction from travelling to Thailand, eating Thai cuisine and related behavioral intention. This study thus helps stakeholders comprehensively understand tourists’ local food perceptions, marketers can then formulate appropriate strategies to respond to tourist demand, and tourism-related agencies can use the information to promote tourism.

Keywords: Behavioral Intention, Chinese Tourists, European Tourists, Food Image

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