The Open Psychology Journal

ISSN: 1874-3501 ― Volume 12, 2019

Cultural Tourism Behaviors: Enhancing the Influence of Tourists’ Perceptions on Local Thai Food and Culture

Urapree Prapasawasdi1, *, Lunchakorn Wuttisittikulkij2, Chaleeda Borompichaichartkul3, Laphasrada Changkaew4, Muhammad Saadi5
1 Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University, Bangkok 10330, Thailand
2 Department of Electrical Engineering, Faculty of Engineering, Chulalongkorn University, Bangkok 10330, Thailand
3 Department of Food Technology, Faculty of Science, Chulalongkorn University, Bangkok 10330, Thailand
4 Department of Researcher Affairs, Chulalongkorn University, Bangkok 10330, Thailand
5 Department of Electrical Engineering, Faculty of Engineering, University of Central Punjab, Johar Town, Lahore, Pakistan



Tourist behavior plays a principle role in preserving the cultural heritage and supporting the economy of the local community. Local food is a significant factor for tourists and an important cultural aspect distinguishing one country from one another. To understand tourists' food decision making, this study investigates tourists’ perceptions of local food.


A mixed-method methodology used a concurrent transformative strategy. Qualitative research comprised in-depth interviews conducted with 15 local food specialists and 10 tourists; quantitative comprised survey structured questionnaires with a sample of 400 tourists travelling in Chiangmai, Thailand.


The result revealed that tourists’ perceptions comprising attitude, subject norm, perceived value and expectation factors positively affected the perception toward local food information. Regression analysis suggested that the four variables contributed 53.4% to the variation of local food. By employing the standardized coefficients as mentioned, the linear regression model was Y = 0.424A-0.201S+0.428E+0.234P.


Four factors affected tourists’ perceptions towards local food as follows: (1) expectation towards local food information via media, (2) attitude of tourists towards local food, (3) perceived value of local food with the benefit, belief and nutrition of local food, and (4) subject norm towards local food; local food experts influence to tourists. All the factors lead tourists to perceive in local food and culture.

Keywords: Tourist perception, Tourist behavior, Local food, Culture tourism, Social influencer, Cultural heritage.

Article Information

Identifiers and Pagination:

Year: 2018
Volume: 11
First Page: 184
Last Page: 197
Publisher Id: TOPSYJ-11-184
DOI: 10.2174/1874350101811010184

Article History:

Received Date: 9/6/2018
Revision Received Date: 21/8/2018
Acceptance Date: 10/10/2018
Electronic publication date: 30/10/2018
Collection year: 2018

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© 2018 Prapasawasdi et al.

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: ( This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University, 1405-1409 14th Floor, Chamchuri Square Building, Phayathai Road, Bangkok 10330, Thailand; Tel: +66816224471; E-mail:


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