Guideline about promotion and development of street food in popular tourist spots of Thailand

Abstract

The objective of this study is to first analyze the demographic characteristics, street food selection factors, and street food consumption behavior of foreign tourists, and second to develop certain guidelines for promoting and developing roadside restaurants in attractions that are popular with foreign tourists. The study was conducted from 400 samples, which were obtained by selecting random population to participate in a survey on Development and Improvement of Street Food in Attractions as popularity for Foreign Tourists. The survey data are analyzed using the percentage, arithmetic mean, and standard deviation. The results of the research are as follows: 1) the majority of the demographics are Asian male who are between 21-30 years that are employed with an annual income of more than 30,000 USD and have at least a bachelor's degree. The biggest factors of choosing street food are from promotion and discount with the average score of 4.60. For the street food consumption behavior part, the taste of the food is the most highly regarded factor with the average score of 4.68. The most remarks that tourist gave on street food was the suggestion on improving its cleanliness and hygiene. 2) Three methods in Promoting and developing street food vendors in tourist destinations: the external-stimulating media, tourists' thoughts, and tourists’ reactions. The expert evaluations of the suggested methodology are with the high