Storytelling in Thai Gastronomy: Strategic Promotion for Sustainable Global Tourism
Date
2024-12-05
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Journal Title
Storytelling in Thai Gastronomy: Strategic Promotion for Sustainable Global Tourism
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Abstract
Thailand National Strategic Plan 2018-2037 emphasizes promoting Thailand tourism, a policy aimed at upgrading tourism products and services to generaterevenue in various dimensions. It focuses on collaboration across all sectors, including government agencies, the private sector, educational institutions, and the general public. Thailand’s tourism initiatives are designed to meet the diverse needs of travelers while maintaining the country’s distinctive identity, traditions, and cultural heritage.This research contributes to the implementation of the National Strategic Plan, aiming to achieve its goals. The objectives of this research were: 1) to explore the tourism behavior and Thai food consumption preferences and style of both domestic and international tourists and 2) to distill strategic approaches to promote and present Thai food to quality tourists.This study employs a mixed-method approach. Quantitative research, utilizing online and paper-based questionnaires, aims to comprehend the overall experiences and behaviors of tourists. Samples are 726 domestic and international tourists who have traveled in Thailand. Qualitative research, involving multidisciplinary 13 experts focus group session, seeks to gain in-depth understanding and develop strategies for promoting Thai cuisine. The findings reveal three significant patterns in tourist preferences. First, tourists consistently prioritize food safety and hygiene standards above traditional aspects such as taste and presentation, reflecting evolving global tourism standards. Second, cultural narratives and sustainability significantly influence dining choices, with international tourists demonstratinghigh familiarity with Thai cuisine and showing particular interest in food heritage, origin stories, and traditional preparation methods. Third, while digital platforms serve as primary promotional channels for domestic tourists, international visitors rely more heavily on personal recommendations and authentic local experiences. The study also identifies distinct market segments, with Asian tourists representing the majority of international respondents, suggesting opportunities for targeted marketing strategies.Based on these insights, the research proposes a strategic framework for enhancing Thailand's gastronomic tourism through three key components: integration of cultural authenticity with modern service excellence; implementation of comprehensive digital storytelling strategies; and development of immersive culinary experiences. The framework emphasizes preserving traditional cooking methods and food culture while adapting to contemporary service standards and tourist expectations. Additionally, the study recommends developing certification systems for food safety and authenticity, creating engaging digital content that showcases Thai culinary heritage, and designing experiential dining programs that combine cultural learning with memorable gastronomic experiences. This balanced approach provides a sustainable model for tourism development while maintaining Thailand's distinctive culinary identity. This research contributes to the implementation of the National Strategic Plan, aiming to enhance the global recognition of Thai food.