Exploring Memorable Thai Food Experiences: A Segmentation Approach in Culinary Tourism
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The primary objective of this study is to segment inbound tourists based upon their memorable Thai food experiences during their stay in Thailand. Once those segments are identified, the study further investigates whether the segments differ with regard to their perceived level of satisfaction and behavioural intention. A self-administered questionnaire was designed to assess international tourists’ memorable Thai food experiences, satisfaction, and behavioural intentions on Khao San Road in Bangkok. Data were analysed using cluster analysis. To profile the segments, a series of chi-square tests and ANOVAs were performed, and multiple discriminant analyses confirmed the validity of the three-cluster solution. This study uncovered three distinct clusters: Culinary Novices, Sentimental Culinary Lovers, and Culinary Immersionists. The three groups differ in their perceptions of memorable Thai food experiences, satisfaction, and behavioural intention as well as age group, frequency of previous visits to Thailand, and trip companionship. Findings offer important implications for destination marketers in terms of segmentation and marketing strategies.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารการบัญชีและการจัดการ
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยมหาสารคาม และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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