FACTORS INFLUENCING THAI HOMEMADE STYLED CUISINE ON CHINESE TOURISTS’ BEHAVIORAL INTENTION IN BANGKOK, THAILAND

Abstract

This research aimed to analyze the influence of food image, food reputation, food authenticity on memorable gastronomy experiences and behavioral intention Thai homemade styled cuisine and to analyze the influence of on memorable gastronomy experiences on behavioral intention Thai homemade styled cuisine. A survey was distributed to 400 Chinese tourists in Bangkok. Based on the collected questionnaires, descriptive statistics, and regression analysis were conducted. This study employs multiple linear regression analysis to investigate the mechanisms through which food image, reputation, and authenticity influence memorable gastronomy experiences (MGE) and behavioral intention (BI). Empirical results demonstrate indicating that the model could explain 26.8% (Adjusted R²=0.268), food reputation exerts the most significant impact (β = 0.287), followed by food authenticity (β = 0.261) and food image (β = 0.117), all showing significant positive effects. When BI is the dependent variable, food authenticity demonstrates the strongest influence (β = 0.300), surpassing both food image (β = 0.249), food reputation (β = 0.197) adjusted R² of 0.328, indicating that the model could explain 32.8%. Additionally, MGE significantly predicts BI (β = 0.443) with an adjusted R² of 0.194, indicating that the model could explain 19.4%, confirming that the five core variables are interconnected through direct and indirect pathways, collectively shaping behavioral intention.