A Causal Model of Gastronomy Tourism Development Focusing on Cultural Heritage Values in Maha Sarakham Province, Thailand

Abstract

The present study sought to address the following objectives: 1) to investigate circumstances, contexts and gastronomy tourism resources based on the cultural heritage values in Mahasarakham; 2) to examine formulation of the innovative model for the gastronomy tourism development on local rice based on the cultural heritage values; 3) to analyse strategies proposals for the gastronomy tourism development; and 4) to create tourism products as the innovative model for the gastronomy tourism development on local rice based on the cultural heritage values in Mahasarakham.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 samples in this part included 400 tourists traveling to Phayakkhaphum Phisai district, Borabue district and Wapeepathum district, Mahasarakham. 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