A Conceptual Framework of Gastronomy Tourism Development Focusing on Cultural Heritage Valuesin

The Thai local communities are encouraged to conduct their own creative economy, which should cause the added value to the local goods. Knowledge and innovation should be used in the marketing of local products. Because of its richness in cultural and environmental resources, Mahasarakham is one of the fifteen provinces of Thailand and the only province from the Northeast that is appointed as the creative economic city. The present study sought to address the following objectives: The objective of this research was to study and formulate a conceptual research framework for the development of Gastronomy Tourism inMahasarakham Provinceand todevelop a conceptual framework to demonstrate therelationships between the factors of Cultural Heritage Values, Tourists’Motivations,andthe Tourists’ Experiences. In this study, a mixed-method approach was applied; specifically; qualitative and quantitative research was carried out. In obtaining quantitative data, a questionnaire was employed as a research instrument. The quantiative data were analyzed through factor analysis, exploratory factor analysis, confirmatory factory analysis and structural modelling analysis. As for collection of qualitative data, in-depth interviews and focus group discussions were conudcted. The participants in in-depth interviews in three districts consisted of seven persons working in the government sector, nine of those in the private sector and fourteen of those in the community sector. In the meantime, the participants in focus group discussions included seven persons working in the government sector, nine of those in the private sector and fourteen of those in the community sector. The collected qualitative data were analyzed with content analysis so as to yield the accurate results and data according to the research objectives.


Introduction
The tourism industry in Thailand has expanded continuously,and this has helped to secure the country's sovereignty on the economy and society. The tourism industry is a magnet that fetches international currency for the country, while encouraging domestic employment and regional development ( Ministry of Tourism and Sports, 2 0 1 8 ) . At present, the Thai tourism industry is introducing a new tourism measure, Creative Tourism. Their goal is to foster new experiences for the guests by exposing them to intact aspects of Thai culture and the Thai ways of life (CMU Data Compilation and Analysis, 2016). In order for this type of tourism to be successful, it is important to integrate technology into the management of Cultural Tourism. This attempt was prompted by the 12th National Economic and Society Development Plan (2017-2021), which encourages economic development on the basis of knowledge and creativity.
The national development plan encourages a"creative economy"by way ofestablishing"food city tourism" and by building the creative economy at the local and regional levels. The creative economy should also create added value to the services, which are related to local cultures via the integration of tourism knowledge and innovation and the diversity of cultural and environmental resources (Ministry of Tourism and Sports, 2016). Food is a Cultural Heritage of a community that generates creativity and mobilizeslife in big cities. Food is exploited for economic gain via a "creative economy", which a policy iscreated to boost the national economy. It has been co-articulated by Thailand's major schemes, including the 12th National Economic and Society Development Plan (2017-2021), The Twenty-year National Strategy, and Thailand 4.0. Local Thai communitiesare encouraged to conduct their own creative economy, which should create added value for the local goods. When local products are being marketed, knowledge and innovation should be used. Because of its richness in cultural and environmental resources, Mahasarakham is one of fifteen Thai provinces and the only province in Northeastern Thailandthat has been given the title of "Creative Economic City" (Ministry of Tourism and Sports, 2016). Therefore, the main objective of this research is to study and formulate a conceptual research framework for the development of Gastronomy Tourism in Mahasarakham. Therefore, a conceptual framework was developed to demonstrate these relationships between the factors ofCultural Heritage Values, Tourists'Motivations and Tourists' Experiences. The framework was proved by collecting the empirical data for quantitative analysis. The outcome revealed policies and strategies to develop local rice products to become the Tourism products by focusing on Cultural Heritage Values in MahasarakhamProvince.

Literature Review Cultural Heritage Values
Cultural Heritage is a long and unique social artifact, which has been accumulated as a social construction. Culture is a reflection of the past successes and the wisdom that have been passed down from previous generations. (Aunkrisa Sangchumnong and Metin Kozak, 2016). Culture also refers to the root and origin of a nation that is worth preserving and maintaining for the next generation as a National Heritage (Laaksonen, Annamari, 2014 Cultural Heritage not only holds physical value as an invention of the past civilization,but it also imposes a spiritual and mental hold on the people within a community. The followingisa list of qualities that make an artifact become eligible to be considered as Cultural Heritage:1) Holding historical, academic, and artistic values; 2) Reflecting the evolution of lives and an ethical development from the past to the present;3) providingan historical footprint, which can be traced to its historical origins; 4) Being unique to one particular community and without being conserved could disappear easily; 5) Reflecting human creativity; 6) Showing the cultural roots of a community; 7) Representing individual or community values; and 8) Being at risk of becoming damaged or disappearing when left without conservation. Cultural Heritage is important because it holds the following values: 1) Historical and Anthropological ValueCultural Heritage portrays community and cultural evolution from the past to the present. It also narrates events relatedto the people and times in history. Beliefs and ideas, which are related to an invention, are embedded ineverysingle piece of cultural artifacts. 2) Social and Political Relation ValueCultural Heritage shows a unique connection between a community's past and its forms of politics and governance. It also narrates the past stories of ancient politics and past policies of governance. 3) Educational Valuethe remaining cultures of the past are a big reliable book that people in the presentcan study to see what was held in the past. Cultural Heritage is an important, rare, and enduring resource for present-day research, which helps the present-day learners to trace development back to the past,in which there are still a lot of hidden facts to be explored. 4) Aesthetic and Beauty ValueMost of the time,Cultural Heritage involves the great invention of a community, whichhas been beautifully crafted andcan make astrong impressionon visit 5) ARepresentativeness ofRarity andIdentity ValueIn the present, those rare cultural artifacts that remain remind people of the beauty of the past cultures.

Tourism Motivations
Abraham H.Maslow (1954) explained the following: 1) A man is born with needs which are endlessinnature. The needs that have been fulfilled can easily be replaced with other new needs, which means that needs for humans are a neverending process. Starting from the time when people are born until the time when they die, their needs continue. 2) The needs that have been fulfilled are no longer considered as needs; only the ones that are left without fulfillment are effective for behavioral causation. 3) There are hierarchies of needs starting from low-level needs to higher-level ones, andthe latter requirean immediate response. The five aspects of Maslow's Hierarchy of Needs, ranked from the lowest to the highest are presented below: 1. Physiological Needs are the basic needs for survival,including the need for the four requisites (food, water, air, and accommodation), compliments, and gender-related needs, among others.
2. Safety Needs are another form of survival needs, such as the need for career securityand the need for protection and safety.
3. Social Needs are the needs to be loved, to feel belongingness, and to be accepted as an existing member of a group in a social unit.
4. Esteem Needs are an individual's needs to:be outstanding, be recognized and to obtain social status and a higher level of relationship with other people, as well as to be respected socially. 5. Self-actualization Needsare at the top of the Hierarchy of Needs and are involved with being successful at a high level, which is reckoned by the public as special. This can be exemplified by a famous singer, who can master almost everything in his or her life.
In accordance with Maslow's Law of Inspiration, tourism inspiration is most of all triggered by the need to fulfill biological needs, followed by safety and security needs, relationship needs, self-esteem and development needs, and finally, the needs for happiness and fulfillment. The arrangement of individual needs, which are based on Maslow's Law,can help tourism operators to better cater to the tourists' requirements.
Actually, there are wide varieties of motivations that cause people to make tourism ISSN: 00333077 5831 www.psychologyandeducation.net decisions. These can be categorized into two groups in tourism: Push Factors and Pull Factors. Push Factors are the motivators that make people have the desire to travel, while the pull factors are the elements that really cause them take a trip. Kirdsiri Jaleonwisan and Jutamat Jantarat ( 2000) proposed the following components of the Push Factors and the Pull Factors when deciding to take an overseas trip. The Push Factors for taking an overseas trip are: 1) the need for novelty, 2) the need for Knowledge, 3)the need for Prestige, 4)the need for relaxation,5) the need to Escape, 6) the need to visit relatives and friends,7) the need to goShopping, and 8) the need to continue one's education.
Based on their instincts, people desire to take a trip. However, tourism motivation is diversified in accordance with the individual's economic and social differences. Below is a list of reasons why people take tours: 1)the need to not be entwined with daily routines, 2)the need for excitement,3) the desire to learn something new and novel, 4)the wish to see different social values, 5) the need to explore different cultures, 6) the need to visit friends and relatives, 7) the desire to learn about different ways of life, 8) the need for social recognition, 9) the need for prestige,10) the need for social status, 11)the need to recall the past,12) the need for pleasure, and 13) the need for physical and mental resilience.

Tourists' Experiences
Laing, Wheeler, Reeves & Frost (2014) stated that an individual's experience can affect his or her trip, and it is important to foster a positive experience for the tourists. Foster (2014) says holidays are established to allow for excitement and fun experiences. Pine & Gilmore (1999) noted that tourists want to experience excitement and have good memoriesof their trip. Mei (2014) stated thatmaking travel decisionsis a complex process, which is related to psychological reasons that are diversified from person to person. Neuhofer & Buhallis (2014) indicatedthat the operators, who can create an impressive experience for tourists, usually gain higher competitive power than other firms, which don't have the same ability. Stamboulis & Skayannis (2003) suggested that a "tourism experience" is a connection between the tourists and the places that they visit. Richards (2001) (2012) found that the past tourism experiencesare simulatorsfor the next tourism decision. Impressions related to services, cultural values, and the imagination of the place they are visiting, are the motives for tourism decisions. Tan (2016) stated that tourism scenes are the magnets that prompt former tourists to revisit the locales. It was observed from interviewing the samples for this study that familiarity and having an impressive experience had affected the tourists' decisions to revisit. However, for those revisiting tourists, whose purpose for tourism was to obtain relaxation, it was found their experience and the image of the tourism destination had nothad any impact on their decision to revisit a destination. Poulsson & Kale (2004) statedthat true tourism experiences can only be generated when tourists take part in tour activities, which have been designed to expose the tourists to learning and to assist them in coming intocontact with other tourists. Meanwhile, it is equally important for the activities to be fun and novel for the tourists. Sonmez & Graefe (1998) explained that whether or not tourists would choose to return to the same tourism sites depended upon their past experienceson their previous visits.The level of risk at a site and the security systems,which have been put in place there,are the two reasons that have the power to make one tourism attraction become more or less popular among the tourists.These are, of course, factorsthat affect the tourists' decisions torevisit a place. A country with lower levels of risk and higher levels of security can become a favorite overseasdestination for foreign tourists. Having had an impressive past

Research Method
Conducting in-depth interviews is a qualitative research technique that involves conducting intensive individual interviews with a small number of respondentsin order to explore their perspectives on particular ideas, programs, or situations. The process for conducting in-depth interviews follows the same general process, which is followed in other research studies: planning, developing instruments, collecting data, analyzing data, and disseminating findings ( Carolyn Boyce, 2006).The research started with identifying the factors, which were related to the theories and the literature, such as research articles and text books. The in-depth interviews wereused as the tool to confirm the factors,to deeply explore new issues,and to formulate the conceptual research model in accordance withthe following steps: Step 1. Identifyingthe stakeholders, who will be involved. There were 3 different sample groups, who were involved in Gastronomy Tourism Development Focusing on Cultural Heritage Values in Mahasarakham Province.
Step 2. Identifyingthe information that would be needed and from whom it would be gathered. The respondents consisted of 9 representatives from government agencies and the private sector, 3 entrepreneurs, and 3 community members. In order to cover the research issues and to collect comments from each group of experts, the questions were broad and open-ended. Moreover, the questions were divided in to 6 parts: Step 3. Analyzing all of the interview data. Reading through the interview responses and looking for patterns or themes among the participants.

Results
According to the literature review and the opinions of the 15 interviewees, the indicators for the Development of Gastronomy Tourism, focusing on the confirmed factors and items of Cultural Heritage Values in Mahasarakham Province, are listed in Table 2.   Identity Value   TM9   TM10   TE1   TE2   TE8   TE7   TE5   TE6   TE4   TE3   TM1   TM2   TM3   TM4   TM5   TM6   TM7   TM8