การศึกษาเชิงเปรียบเทียบปัจจัยความต้องการของนักท่องเที่ยวชาวต่างประเทศด้านสารสนเทศอาหารไทย เพื่อการท่องเที่ยวประเทศไทยบนอุปกรณ์เคลื่อนที่

Abstract

Tourism industry is main revenue in Thailand and the travel period and re-travel are the important factors of sustainable tourism. Several foreign tourists face some problems about their meals during travelling in Thailand today because of religions, beliefs, behavioral eating, and healthy concerns. These problems have the impacts on the shorten travel period and re-travel of foreign tourists who have the food allergy. The appropriate food information depended on behavioral eating on mobile devices is a possible solving method that can reduces these problems. Therefore, this study aims to investigate the factors of information needs and intention to use in the context of Thai food information on mobile devices. The study employs convenience sampling using questionnaire to collect data from 497 foreign tourists at Suvarnabhumi Airport in Thailand. The descriptive statistics and regression are used to analyze data in quantitative approach. The results reveal that the technological experience influences on needs' information on mobile devices, while Thai food experience is not a factor on foreign tourists' need of Thai food information on mobile devices. In addition, there are three motivation factors (health concern, learning desire, and sensory appeal) to influence on needs of Thai food information on mobile devices. For excitement factor, the result reports it is not a factor of foreign tourists' needs in Thai food mobile-based information. Finally, the perceived factors (perceived ease-of-use, perceived compatibility, and perceived mobility) and quality factors (information quality, interactive quality, and presentation quality) are the factors of tourists' intention to use local-food information services through their mobile devices.