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

Abstract

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.