TOURIST SATISFACTION AND BEHAVIOUR THROUGH STREET FOOD FESTIVAL IN UDON THANI PROVINCE

Abstract

This research aimed to study the behavior and satisfaction of food tourists. The research period was in December and January 2023. The sample consisted of 394 tourists, and data were collected from food tourist attractions in the street food festival in Udon Thani Province. A purposive sampling method was used, and data were analyzed using descriptive statistics. The research found that 1) The behavior of most tourists who traveled to travel or visit places. Tourists traveled to Udon Thani Province rarely once a month. Most of the vehicles used for travel were private cars. The travel cost was one thousand baht or less. They had information about the yearly street food festival attractions. Gastronomy tourism from the internet or social networks 2) There is the satisfaction of tourists' street food in Udon Thani Province towards consuming processed food products for original food in the marketing promotion factor. Overall, it is at a high level, with an average of 4.13. When considering each item, it was found that it was a sales promotion, such as the variety of food products, selling both in-house and takeaway food, etc., with an average of 4.40.