CREATING A STREET FOOD ROUTE TO PROMOTE TOURISM IN NAKHON NAYOK PROVINCE

Abstract

This research aimed to 1) Explore street food tourism routes, 2) Create street food tourism routes, and 3) Promote street food tourism routes in Nakhon Nayok province. This research employs a mixed-methods approach. Quantitative research involved distributing questionnaires to 200 tourists in Nakhon Nayok province by Convenience Sampling, while qualitative research involved interviewing key informants, such as restaurant owners in the area. The data were verified for completeness, subjected to content analysis, summarized, interpreted according to main and sub-themes, and presented in accordance with the research objectives. The research findings revealed that 1) The overall decision-making process in choosing street food restaurants in Nakhon Nayok province was at a high level. When considering each item individually, the most significant aspects were product, followed by marketing promotion and service process, and finally distribution channels. 2) The street food tourism routes in Nakhon Nayok Province are divided into four main routes, each with its own unique features and characteristics: 2.1) Nakhon Nayok City District, a hub of long-established and well-known local restaurants. 2.2) Ban Na District, offering high diversity. 2.3) Pak Phli District, highlighting local cuisine. and 2.4) Ongkharak District, featuring a wide variety of restaurants catering to both travelers and the local community and 3) The food route promotion plan should focus on storytelling through online and offline media, highlighting local identity, marking legendary restaurants, and emphasizing the Clean Food Good Taste standard for peace of mind. It should utilize food influencers for promotion, create check-in activities offering discounts, and collaborate with communities to develop food tourism. This research were found SFR Model: Street Food Route Development Model for Gastronomy Tourism.