The Roles of Government Organizationsand Key Stakeholders toward a Sustainable Food Tourism Development of Chinese Tourist Target: Case Study of Phuket Municipality
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Abstract
The trend of food tourism and the announcement of ‘a City of Gastronomy’ by The United Nations Educational, Scientific and Cultural Organization (UNESCO) in Phuket are great opportunities for sustainable tourism development. Success in food tourism development is achieved by mutual cooperation in a community, especially from government organizations. This research aims to study the roles of Phuket government organizations in promoting and supporting food tourism and to study the development of food tourism in Phuket based on Chinese tourists. A qualitative method was used in this study, collecting data through observation and in-depth interview of government and private organizations, Thai restaurants and Chinese tourists in the Phuket Municipality.
All government organizations and some private organizations have their own responsibilities and roles in social development and food tourism development based on inherent cultural values. Nevertheless, the coordination of the public sector and local restaurants is barely shown in other dimensions except for education support. The development of food tourism using the marketing mix (4Ps) and the PHUKET model could effectively attract Chinese tourists and by promoting a good awareness of the traditional food culture of Phuket.
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