SCA-Proceeding Document

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Browsing SCA-Proceeding Document by Subject "Khao Soi consumption"

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    INTERNATIONAL TOURIST BEHAVIOR TOWARD KHAO SOI (NORTHERN THAI CURRY NOODLE) CONSUMPTION FOR PROMOTING SOFT POWER OF THAILAND
    (International Social Sciences and Business Research Conference, 2024-08-24) Thitiworada YAISUMLEE; Saowalak KANJINA; Anong JAINAN; Sureeporn THANYAKIT; Pannee SUANPANG
    This quantitative research explored international tourist behavior toward Khao Soi consumption and approaches to promote the soft power of Thailand. Data on those tourists was collected. Qualitative data was collected by interviews and behavioral observation in restaurants. Four hundred sets of questionnaires were distributed. The results revealed that international tourists were interested in and hugely undertook Khao Soi consumption. They believe Khao Soi was tasty and a new, memorable experience. Most were interested in learning about the background, how to make Khao Soi, Lanna culture, and their way of life. Introducing Khao Soi to the menu and teaching how to make it at tourist attractions could increase tourists’ interest and participation. Furthermore, Khao Soi can advance Thailand’s soft power by promoting Khao Soi through marketing media and Thai food activities. Presenting the variety and charm of Thai culture through local food can help create good images and increase international acceptance. Promoting Khao Soi consumption creates income for local communities and strengthens the relationship between Thai culture and international tourists. The research mainly focuses on the significance of gastronomy as a tool to develop soft power and promote Thai culture for international recognition and acceptance.
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    TOURIST ATTITUDES TOWARD KHAO SOI (NORTHERN THAI CURRY NOODLE) CONSUMPTION FOR PROMOTING SOFT POWER OF THAILAND
    (International Social Sciences and Business Research Conference, 2024-08-24) Saowalak KANJINA; Thitiworada YAISUMLEE; Anong JAINAN; Sureeporn THANYAKIT; Pannee SUANPANG
    This research aimed to explore tourist attitudes toward Khao Soi consumption and approaches to promote the soft power of Thailand. Khao Soi is a northern local dish with unique characteristics. This qualitative study used interviews with Thai and international tourists, behavioral observation in restaurants, and data analysis based on related documents and literature. The results revealed very positive attitudes toward Khao Soi consumption. They considered Khao Soi delicious and distinctive, providing them with a sense of connection to Lanna culture and a completely new experience. Most tourists were also interested to learn the background and how to make Khao Soi, including Lanna’s culture and way of life. Promoting Khao Soi on the menu and providing instructions on making it at tourist attractions could boost tourists’ interest and engagement. Presenting interesting information about the background and significance of Khao Soi in the context of Lanna culture created feelings of perceived value and pride in this cultural heritage. According to the results, Khao Soi can enhance Thailand’s soft power by promoting it through marketing media and Thai food activities. Besides, the variety and charm of Thai culture shine through its local cuisine, which fosters positive perceptions and enhances global embrace.