The roles of government organizations and key stakeholders toward a sustainable food tourism development of chinese tourist target :case study of Phuket municipality

Abstract

Nowadays tourism is a popular activity during leisure of human. Every country earns large revenues from tourism industry, and Thailand becomes one of world famous destinations in this matter. When food is a necessary for human daily life so that a variety of foods as well as a variety of restaurants developed together with tourism as a tourism component of that destination. Tourism type trends to be various depended on tourist's lifestyle and any changes, and food tourism is another travel style purpose. The trend of food tourism and the announcement of 'a City of Gastronomy' by UNESCO in Phuket are great opportunities on sustainable tourism development. While, a success of food tourism development is essentially contributed from a mutual cooperation in a community especially government organizations. This research aimed to study Phuket government organizations' roles toward promoting and supporting food tourism and to study the development of food tourism in Phuket based on Chinese tourists. A qualitative research was applied to study food tourism of Phuket by collecting data through observation and in-depth interview of government and private organizations, Thai restaurants and Chinese tourists in Phuket Municipality. All government organizations and some private organizations have own responsibilities and roles on social development and food tourism development based on inherit cultural values emphasis so that Phuket traditional cultures are preserved till present. As a Creative City of Gastronomy by UNESCO in 2015 particularly encourages government organizations and other sections coordinating for further community development. Nevertheless, the coordination of public sectors and local restaurants barely shown on other dimensions excepting education support. A popularity of Phuket encourages a number of Chinese tourists are continually visiting and enjoying eating, even though they have low awareness of Phuket traditional food. The development of food tourism by analyzing through the marketing mix (4Ps) including product, price, place and promotion and PHUKET model could effectively attract Chinese tourist target and increase a good awareness of Phuket traditional food culture. Online applications and social media are efficient promoting methods for tourists nowadays as technology has been a part of human life during globalization. Besides, a consideration of restaurant atmosphere or decoration and taste standard of food will achieve tourist excellent experience on food tourism in Phuket.