PERCEPTIONS OF GASTRONOMY TOURISM PATTERNS AS A DESTINATION IN UTHAI THANI PROVINCE AMONG THAI TOURISTS
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Abstract
This research aimed to 1) study the perceptions of Thai tourists toward gastronomy tourism patterns as a destination in Uthai Thani Province in terms of place, personnel, product, and process, and 2) compare the perceptions based on personal factors of Thai tourists regarding gastronomy tourism patterns as a destination in Uthai Thani Province across these four dimensions. Data were collected from 400 tourists using a questionnaire survey in four districts known for their prominence in gastronomy tourism, namely Mueang Uthai Thani, Ban Rai, Lan Sak, and Huai Khot. The instrument demonstrated content validity indices ranging from 0.67 to 1.00, with reliability confirmed by a Cronbach's alpha coefficient of 0.87. Data analysis included percentages, means, standard deviations, one-way analysis of variance (ANOVA) for comparing differences among more than two groups, and LSD tests for pairwise comparisons.
The results revealed that 1) overall perceptions across the dimensions of place, personnel, product, and process were at a high level ( = 3.52, SD = 0.70), demonstrating the potential and distinctiveness of Uthai Thani Province as a gastronomy tourism destination, and 2) personal factors including gender, age, education, income, and region significantly affected the perceptions of Thai tourists at different levels at a statistical significance level of 0.05. These findings provided deeper insights that could be utilized to develop and manage gastronomy tourism destinations more effectively, thereby meeting the needs of Thai tourists efficiently.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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