Thai Culture creates Value Added for Thai Culinary Tourism
The objective of this research was to study the behavior of food tourists who used Thai culinary school service, and determining the value added models of food tourism through Thai culture.
The results found that most of sample groups were female, aged between 21-30 years old, with bachelor’s degree and freelance. Most of foreign tourists learned half a day course of Thai cooking for doing by themselves. The course were 5 types of Thai cooking included theoretical and practical classes, visiting fresh markets, buying ingredients and eating. Some tourists have participated fruits and vegetables carving classes, visiting backyard garden and brought them to cook, and joined the traditional and cultural activities of community. Regarding the satisfaction of using Thai culinary schools, it was found that foreign tourists were satisfied at the highest level with the place, curriculum, personnel, fee and channel of distribution, and it was at a high level for sales promotion.
In addition, the findings showed that 26 Thai culinary schools in Chiang Mai Province, where the researcher conducted in depth interview blended Thai cultures for teaching foreign tourists such as Thai greeting culture: “Sawatdee ka”, “Sawatdee krub”, dressing culture and infused Thai dinning culture into Thai cooking as well.