Marketing Mix to Enhance Potential of Gastronomy Tourism in Chantaburi Province

Abstract

This research aims to: (1) study the demographic characteristics of Thai tourists traveling to Chanthaburi Province; and (2) examine the relationship between the service marketing mix factors and Thai tourists’ behavior in gastronomy tourism in Chanthaburi Province. This study employed a quantitative research methodology. The sample consisted of 400 Thai tourists, selected through quota sampling, with a screening question to ensure all respondents were actual tourists. A questionnaire was used as the research instrument. The data were analyzed using mean (), standard deviation (), and hypothesis testing through T-Test and One-Way ANOVA (F-Test).

          The results indicate that (1) most gastronomy tourists in Chanthaburi were female (56.75%), aged 30 or below (44.50%), held a bachelor’s degree or lower (70.25%), worked in private companies (35.50%), and had an income between 10,001 to 30,000 baht (45.50%). (2) The marketing mix was as follows: delicious and satisfying food taste; reasonable food prices in relation to portion size; local food and ingredient products available at tourist destinations; active food business advertising through various channels; prompt and well-prepared service; friendly, cheerful, and polite staff; attractive presentation of local food; distinctive culinary tourism activities; clear and simple communication of local food, products, and ingredients.                       The hypothesis testing indicated that there were no statistically significant differences at the 0.05 level between the demographic characteristics of Thai tourists and their opinions on service marketing mix factors.