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Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton

The main aim of this research was to develop street food destination brand image by conducting an investigation from a tourist perspective. A qualitative approach was adopted for this study: an investigation of international tourists at China Town, Yaowarat, Thailand. Face-to-face interview was used...

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Main Authors: Mitgosoom, Yanisa, Ashton, Ann Suwaree
Format: Article
Language:English
Published: Faculty of Hotel & Tourism Management 2019
Subjects:
Travel and state. Tourism
Nutrition. Foods and food supply
Cooking
Online Access:https://ir.uitm.edu.my/id/eprint/67360/1/67360.pdf
https://ir.uitm.edu.my/id/eprint/67360/
https://www.jthca.org/
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spelling my.uitm.ir.673602022-09-28T06:12:41Z https://ir.uitm.edu.my/id/eprint/67360/ Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton Mitgosoom, Yanisa Ashton, Ann Suwaree Travel and state. Tourism Nutrition. Foods and food supply Cooking The main aim of this research was to develop street food destination brand image by conducting an investigation from a tourist perspective. A qualitative approach was adopted for this study: an investigation of international tourists at China Town, Yaowarat, Thailand. Face-to-face interview was used for the data collecting process while content analysis technique was used to analyze data. A total of 64 participants were interviewed from July to November 2018. The findings revealed that the tourists received information about Yaowarat street food from social media such as TripAdvisor, word of mouth, advertisement, and travel guidebook. The most important things for developing street food destination brand image are: the uniqueness of Thai dishes; the worthiness of the price paid; and the attraction of the food, especially deliciousness. Their main activities are eating and taking photos, sightseeing (walking/seeing interesting things around the street food area), and shopping. The study’s contributions and future research are also provided. Faculty of Hotel & Tourism Management 2019-12 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/67360/1/67360.pdf Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton. (2019) Journal of Tourism, Hospitality and Culinary Arts, 11 (2). pp. 69-82. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Travel and state. Tourism
Nutrition. Foods and food supply
Cooking
spellingShingle Travel and state. Tourism
Nutrition. Foods and food supply
Cooking
Mitgosoom, Yanisa
Ashton, Ann Suwaree
Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
description The main aim of this research was to develop street food destination brand image by conducting an investigation from a tourist perspective. A qualitative approach was adopted for this study: an investigation of international tourists at China Town, Yaowarat, Thailand. Face-to-face interview was used for the data collecting process while content analysis technique was used to analyze data. A total of 64 participants were interviewed from July to November 2018. The findings revealed that the tourists received information about Yaowarat street food from social media such as TripAdvisor, word of mouth, advertisement, and travel guidebook. The most important things for developing street food destination brand image are: the uniqueness of Thai dishes; the worthiness of the price paid; and the attraction of the food, especially deliciousness. Their main activities are eating and taking photos, sightseeing (walking/seeing interesting things around the street food area), and shopping. The study’s contributions and future research are also provided.
format Article
author Mitgosoom, Yanisa
Ashton, Ann Suwaree
author_facet Mitgosoom, Yanisa
Ashton, Ann Suwaree
author_sort Mitgosoom, Yanisa
title Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
title_short Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
title_full Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
title_fullStr Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
title_full_unstemmed Thai street food and brand image development: an investigation from tourists’ perspective / Yanisa Mitgosoom and Ann Suwaree Ashton
title_sort thai street food and brand image development: an investigation from tourists’ perspective / yanisa mitgosoom and ann suwaree ashton
publisher Faculty of Hotel & Tourism Management
publishDate 2019
url https://ir.uitm.edu.my/id/eprint/67360/1/67360.pdf
https://ir.uitm.edu.my/id/eprint/67360/
https://www.jthca.org/
_version_ 1745565363987283968
score 13.211869

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