THE MODEL OF LEARNING AND DEVELOPMENT IN TOURISM GASTRONOMY ABOUT COOKING VACATION IN THAILAND

Abstract

The objective of this research is to study and upgrade tourism gastronomy (cooking vacation) in Thailand in order to analyse affecting factors on effective capital management. The results obtained were then used for the development of strategies most suitable for cooking vacation and food service business marketing plans using an online questionnaire and in-depth online interviews. In this research, the research was divided into six steps.The results of the research found that:  to study and collect information, and to create business development plans. Furthermore, case studies in Japan, Spain and Thailand found that the most important factor that attracted tourists to use the cooking vacation services included the uniqueness of the local area. The second step, Thai and foreign tourists were interviewed and it was found that they were aged 22-45, female, worked in the private sector and had a salary between 15,001-25,000 Baht per month. There were five processes that affected consumer decision-making, as follows: (1) target audience; (2) the duration of participation in an activity; (3) social value; (4) communication suitability skills; and (5) managing the store area. In the third step, three experts were interviewed and it was found that there were motivating factors for choosing restaurants for reviews which were generally on services. In the fourth step, the results were divided into two parts: (1) business model canvas; and (2) brand guidelines design. In the fifth step, three experts agreed with the business model and guidelines.