Cross-Generational Attitudes of Foreign Tourist Toward Healthy Thai Cuisine: A Health Belief Model Approach
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Background: Thai cuisine is renowned for its flavors and nutritional value, but there's limited understanding of how foreign tourists from different generations perceive its health benefits. This gap is significant given the global trend towards health consciousness and its impact on dietary habits.
Aims: The study aims to: 1) assess food and nutrition knowledge among foreign tourists in Bangkok, 2) analyze perceived threats and behaviors regarding Thai cuisine, and 3) evaluate the influence of nutrition knowledge on these perceptions and behaviors.
Methodology: A quantitative study with 400 foreign tourists in Bangkok used descriptive analysis, One-way ANOVA, and multiple regression to explore differences in perceptions and the impact of nutrition knowledge across generations.
Results: The study found diverse demographics: Generation Y (34.5%), Generation Z (25.3%), Baby Boomers (23%), and Generation X (17.3%). High label literacy and meal planning were observed, with significant generational differences in perceived threats and behaviors. Baby Boomers showed higher perceived susceptibility and benefits. A positive relationship was found between nutrition knowledge and behavior, explaining 28% of the variance.
Conclusion: Generational differences significantly influence perceptions of Thai cuisine's health benefits among tourists. Baby Boomers are more aware of health threats and benefits, emphasizing the need for generationally tailored health communication. The findings highlight the importance of enhancing label literacy and nutrition education to promote informed dietary choices.
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References
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