A Study on the Food Preferences of Chinese Seniors During Ecotourism in Thailand

Guiyu  Su; Prin  Laksitamas

doi:10.60027/iarj.2025.283179

Authors

Guiyu Su Business Administration Program in Marketing, Siam University, Bangkok, Thailand https://orcid.org/0009-0001-2965-6017
Prin Laksitamas Business Administration Program in Marketing, Siam University, Bangkok, Thailand https://orcid.org/0000-0002-7789-5362

DOI:

https://doi.org/10.60027/iarj.2025.283179

Keywords:

Ecotourism in Thailand; , Chinese seniors;, Food Preference

Abstract

Background and Aims: This study aims to explore the impact of different demographic factors and food preferences on ecotourism in Thailand. Through a questionnaire survey of 440 tourists, the effects of demographic factors such as gender, age, education level, income, marital status, and food preference on ecotourism participation were analyzed, aiming to provide a theoretical basis for ecotourism marketing and product design.

Methodology: The study used questionnaires to collect data from 440 visitors, covering demographic factors and food preferences. Statistical analysis methods, including one-way analysis of variance (ANOVA), T-test, and confirmatory factor analysis (CFA), were used to analyze the factors influencing ecotourism participation.

Result: The results show that, in addition to education level, other demographic factors such as gender, age, income, marital status, and activity type have no statistically significant impact on ecotourism. Education level has a significant impact on ecotourism participation, and a higher education level is more likely to encourage tourists to participate in ecotourism. In terms of food preference, nutrition, organic, ornamental, and local factors all have a significant impact on tourists' food choices, especially nutrition factors have the most significant impact on food choice, followed by organic, ornamental, and local factors also have a certain impact.

Conclusion: Based on the research results, education level is an important factor affecting tourists' participation in ecotourism, and food preference factors, especially nutrition and organicity, have a significant impact on tourists' food choices. It is recommended that ecotourism-related parties take full account of tourists' education level and food preferences in product design, marketing, and service optimization, especially in terms of providing nutritious, organic food and dining options with local characteristics, and enhancing personalized services to improve tourists' satisfaction and participation.

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