Promoting Healthy Street Foods and Local Economy through Community-Based Tourism in Suphan Buri Province: Innovating Social and Economic Initiatives for Tourism Enhancement in the New Normal Era

Abstract

This research aimed to (1) examine consumers’ consumption behaviors regarding healthy street food purchases, (2) investigate marketing factors influencing the consumption of healthy street foods, and (3) propose guidelines for promoting healthy street foods and strengthening the local economy through community-based tourism in Suphan Buri Province during the New Normal era. A mixed-methods approach was employed. Quantitative data were collected through questionnaires administered to 400 Thai tourists, while qualitative data were obtained from in-depth interviews with 100 key informants. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to analyze quantitative data, and qualitative data were thematically analyzed to support guideline development. The findings revealed that tourists frequently purchased healthy street foods 2–3 times per week, spending no more than 200 baht per occasion, primarily between 4:00 p.m. and 6:00 p.m. Convenience, proximity to accommodations, cooked-to-order options, and recommendations from friends or acquaintances were key behavioral characteristics. Marketing factors significantly influenced consumption, with product quality and human interaction emerging as the strongest determinants, followed by processes, physical environment, pricing, distribution channels, and promotional activities. Based on the results, guidelines for promoting healthy street foods should prioritize vendor training and food safety compliance, environmental cleanliness and waste management, and the development of street food standards across four dimensions—health, economic, social, and cultural—to enhance community-based tourism and reinforce the local economy in the New Normal context.