Factors Affecting Breakfast Consumption Behaviour of Bachelor Business Administration Degree Students in Thailand’s Secondary Tourism Policy Province

Abstract

Breakfast consumption among young adults in Thailand has shown a declining trend, particularly in the southern region, where a significant number of individuals aged 15 to 24 regularly skip breakfast (Health Data, 2018). This study explores the factors affecting breakfast consumption behaviour among Bachelor of Business Administration (BBA.) students at Rajamangala University of Technology Srivijaya, Nakhon Si Thammarat Campus—one of Thailand’s secondary tourism policy provinces since 2019. With its agricultural richness and unique local culture, the region presents both opportunities and challenges to students’ dietary habits. Employing descriptive research design, data collected in 2020 using structured questionnaires from students and thematic analysis. The results indicate that personal behaviour, especially sleep and wake patterns, significantly affects breakfast consumption. Despite awareness of the nutritional benefits of breakfast, students often prioritise convenience due to lifestyle and time management challenges, frequently opting for ready-to-eat or fast food, or skipping the meal altogether. Conversely, those who manage their time well are more likely to consume traditional, nutrient-rich local foods. Environmental factors, particularly weather conditions and food accessibility, were also found to influence eating behaviour. Contrary to trends observed in other regions, economic issues and academic workload were found to have a minimal impact.

This research provides new insights into the understanding of breakfast consumption within the socio-cultural and geographical context of a secondary tourism area. It emphasises the need for integrated interventions at the university level, such as time-management education, healthy food accessibility programs, and health-promotion campaigns aligned with Sustainable Development Goal 3: Good Health and Well-being. While the study was conducted before the COVID-19 pandemic, which may have altered behavioural patterns, future research should investigate the long-term impact of the pandemic on students’ dietary habits. Further investigations may also explore gender-specific behaviour, longitudinal health outcomes, and the role of institutional support systems.