Warach Madhyamapurush School of Business and Communication Arts, University of Phayao, Thailand
Email: warachm@gmail.com

Abstract:

Gastronomy tourism, also referred to as food tourism, has become an increasingly popular trend wherein travellers explore new cultures, traditions, and unique experiences. Among various tourist demographics worldwide, Thai travellers are particularly noted for their enthusiasm in exploring diverse culinary options. Due to Thailand’s rich culinary heritage and varied food culture, Thai tourists tend to seek authentic regional dishes and flavours beyond conventional cuisine. This study examines the factors influencing domestic tourism by focusing on Thai travel preferences in gastronomy tourism within Phayao, a province in northern Thailand. An online survey was administered to 432 Thai travellers who have experienced Phayao’s local gastronomy. The research specifically explores the relationships among cognitive experience (CE), emotional experience (EE), cultural engagement (CEg), cultural appreciation (CA), gastronomic affordability (GA), tourist intention (TI), and tourist experience (TE), and their effects on the intention to revisit Phayao for culinary purposes. Data analysis was conducted using structural equation modelling (SEM). Findings indicate that cognitive, emotional, and cultural perceptions significantly affect emotional and environmental factors, which subsequently have a positive impact on tourists’ motivations to visit Phayao for its food-related attractions. This study advances the understanding of the factors shaping Thai travellers’ preferences in gastronomy tourism and provides practical recommendations for destination marketing strategies aimed at promoting travel to Phayao.

Keywords:Domestic Tourism, Thai Travelers, Gastronomy Tourism, Phayao, Cultural Factors, Economic Factors, Structural Equation Modelling (SEM).