Gastronomy Tourism: Behavior and Willingness to Pay of Tourists in Chanthaburi Province

Abstract

This article aimed to (1) study the behavior and knowledge of tourists regarding the identity food of Chanthaburi province and (2) analyze the willingness to pay of tourists for identity food and gastronomy tourism in Chanthaburi province. This study adopts a quantitative research methodology. The sample consists of 515 tourists who visited Chanthaburi province. Data were collected using questionnaires, and statistical analysis was performed using mean and percentage. The result of the study found that: the majority of tourists travel by private car for relaxation, sightseeing, and honeymoons. They primarily seek tourism information from the internet and social media. Tourists prefer trips lasting 2 days and 1 night, usually during weekends, with an expenditure of 500-1,000 baht per person per trip. Additionally, it was observed that most tourists are familiar with the identity and local food of Chanthaburi province, including savory dishes, dipping sauces, snacks, desserts, and beverages. Regarding tourists' willingness to pay for identity food and gastronomy tourism in Chanthaburi province, the study found that tourists are willing to pay an average of 284.15 baht per person per meal for Chanthaburi identity food. They are also willing to pay an average of 290.11 baht per person per meal for clean and sanitary food in certified restaurants. Moreover, tourists are willing to spend an average of 3,639.62 baht per person for a 2-day and 1-night gastronomy tourism trip in Chanthaburi province.