การวิเคราะห์พฤติกรรมนักท่องเที่ยวเชิงอาหารระหว่างการแพร่ระบาดโควิด-19 ในพื้นที่จังหวัดเชียงใหม่

Abstract

The main objectives of this study are to 1) examine Thai food tourists' behavior in Chiang Mai Province, 2) examine the variables that may influence their behavioral intentions in Chiang Mai, and 3) examine the challenges faced by Thai food tourists in Chiang Mai during the COVID-19 outbreak. The methods of estimation used in descriptive and inferential statistics are structural equation models. Examine the factors influencing the behavioral intentions of Chiang Mai visitors seeking Thai food. It identifies answers using qualitative and quantitative research approaches. For the structural equations study, the researcher employed 547 samples. According to the findings of a study on the variables impacting Thai cuisine tourists' behavioral intentions in Chiang Mai, the produced model had a prediction level of 45.20 percent at a level of statistical significance of 0.05 and was consistently constructed and fitted to the empirical data. The connection showed that participation with food in Chiang Mai (Par) Food knowledge in Chiang Mai (KNOW) Past experiences related to local food in Chiang Mai (EXP) The attractiveness of local food in Chiang Mai (ATTF) The attractiveness of Chiang Mai (ATTC) Tourism behavior in Chiang Mai was connected with the city's appeal and satisfaction with tourism within Chiang Mai (SAT).