Co esponding au ho : Aphisa adh Si i adhanawa a acha a
Copy igh © 2025 Au ho (s) e ain he copy igh o his a icle. This a icle is published unde he e ms o he C ea i e Commons A ibu ion Liscense 4.0.
Culina y ou ism in Thailand: A sus ainable app oach o p omo ing Thai cuisine as a
global a ac ion by 2030
Aphisa adh Si i adhanawa a acha a *
Independen Schola , Indus y P o essional, Associa e P o esso (Magadh Uni e si y), Bangkok – Thailand.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
Publica ion his o y: Recei ed on 26 Ma ch 2025; e ised on 03 May 2025; accep ed on 05 May 2025
A icle DOI: h ps://doi.o g/10.30574/wja .2025.26.2.1655
Abs ac
Culina y ou ism has eme ged as one o he globe's as es -g owing niches in he in e na ional ou ism indus y, wi h
ood and gas onomy inc easing as key d i e s o a el. In his ega d, wi h i s ich culina y adi ion and egional
a ia ions, Thailand is an ou s anding gas onomic a el des ina ion. In his essay, culina y ou ism as a ool o
sus ainable de elopmen in Thailand in e ms o p omo ing Thai cuisine as an in e na ional b and by 2030 is explo ed.
Thai cuisine as a combina ion o he indigenous la o and he in luence om he adjacen cul u es e lec s he na ional
social and cul u al alues. Wi h a g owing global demand o au hen ic culina y expe iences, Thai cuisine has gained
global ecogni ion o i s dis inc i e la o s, use o esh he bs, and balance o as e. The a icle highligh s he cul u al
signi icance o Thai ood, i s global image, and he signi icance o sus ainable ood p ac ices in he ou ism sec o .
Th ough emb acing sus ainable ood sys ems, ood was e managemen , and local ood he i age, Thailand can enhance
i s culina y ou ism p oduc s while p omo ing en i onmen al sus ainabili y and cul u al exchange. The p oposed
app oach is cen e ed on a business model ha in eg a es ad ocacy cooking classes, p omo ion o ood au hen ici y, and
suppo o local communi ies. This sus ainable app oach will no only enhance Thailand's s a us as a leading
gas onomic des ina ion bu also assis in ensu ing ha culina y ou ism is use ul in suppo ing he na ion's long- e m
socio-economic and cul u al de elopmen .
Keywo ds: Culina y Tou ism; Sus ainable De elopmen ; Thai Cuisine; Gas onomic Des ina ion; Cul u al He i age;
Food Au hen ici y
1. In oduc ion
Food ou ism is one o he wo ld's as es -g owing ou ism ypes. (So oka e al., 2023). I comp ises ge ing o know he
local a ailable ood, he egional la o s, and he ypical cuisine, all o which cons i u e he cul u e o he egion. Tou is
excu sions enable hose pa icipa ing o know o he cul u es, adi ions, and la o s. This ex emely popula o m o
ou ism is challenging, equi ing he a ea o p oduce high-quali y ood p epa ed o he local adi ion o cuisine, wi h
o ganic ing edien s and locally sou ced ma e ials. Food ou s may include any ood ha ing a companion; hese
expe iences aking place in ano he cul u e se ing a e culina y ou s, cooking classes, ki chen ou s, ood as ing a he
ac o y wi h he abili y o buy he p oduc s, wine ou s, and ineya d ou s. These expe iences also include a endance
a local a me s' ma ke s, delis, local es i als, and e hnic neighbo hoods. Food ou ism is one o he majo ac o s
p omp ing ou is s o choose des ina ions. (Boonpienpon e al., 2015). I could become a c ucial elemen in achie ing
sus ainable de elopmen no jus in he ci y bu mos o en in he egion wi h di icul condi ions o ou ism
de elopmen . Culina y ou ism is e y much connec ed o egional ood based on clea quali y and p oduc ion, cul u al
condi ions and p ocess o iginali y, and local p ocessing adi ion and echnology. Regional ood unde in ellec ual
p ope y o e s an elemen o he o ma ion o egional iden i y and con inui y. Food ou ism is inc easingly on he
ise, especially o qui e p ospe ous socie ies. The inc easing weal h o cen al and eas e n Eu opean socie ies and he
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1513
access o new des ina ion a eas o aca ions ha e encou aged g owing numbe s o ci izens o unde ake pe sonal ood
a els. Fo o eign a ele s, sampling cuisine and oods u s is he main objec i e o such a els. Tou is s wan o be
in ex ao dina y ci cums ances and expe iences o pleasu e; hey wan o lea n abou gas onomic he i age c a ing o
a deg ee o au hen ici y, and one o hem is as ing ood he p epa a ion o which due o he manne o cul i a ion and
cooking i is cha ac e is ic o a pa icula coun y o egion. T adi ional culina y i ems a e mos ly p oduc s and dishes
o animal and plan o igin. Resea ch indica es ha ood p oduc s and as e/o ganically g own o adi ional, dishes
p epa ed acco ding o egional adi ional ecipes a e mos impo an . Ru al o semi- u al ag i ou ism and adi ional
ag i ou ism a e based on adi ional au hen ic ood p oduc s and dishes.
2. The Impo ance o Thai Cuisine
Thai cooking e e s o he Thai s yles o cooking. Thai cuisine has i s o igin om many cul u al sou ces and is a usion
o China's, Cambodia's, Laos's, Indonesia's, India's, Malaysia's, Mongolia's, Myanma 's, Po ugal's, Sou h Ko ea's and
Vie nam's as es, p epa a ions, and dishes. Thailand is well known o p oduce na i e c ops o land and sea. Being human,
Thais hold dea and nea o alues such as "Enjoy disco e ing he as e o good oods," "Sha e ood wi h lo ing-
kindness," "Find joy in cooking," and "Es ablish happiness a a dining able," which a e he pa en ing quali ies ha ins ill
in child en o obse e, be g a e ul, espec hei elde s and p o ide me i . Mode n Thai cuisine is belie ed o be a blend
o la o , ing edien s, me hod and culina y idea and p ac ice o hese wo g ea cuisine cul u es coming oge he
be ween he Indian Rim and Chinese Rim. King Rama II, King Rama IV, King Rama V and King Rama VI a e c edi ed wi h
his ingenious mix o hese in luences. (CHI & JACKSON, 2011). Thailand in Sou heas Asia is a mel ing po o egional
cuisine, a land o hea and hospi ali y, g ea ness wi h ichness o li e and di e si y o cul u e. Thai cuisine na u ally
helps o b ing ou poli eness, good manne s o li e and social ela ions wi hin amilies and iendship. The e a e sha ing
and coope a ion in p epa a ion o ood, immense di e si y o unknown inpu s and sense o use o many senses lead o
ull meals. Mode n p oduc ion o Thai dishes has been indus ially and comme cially c ea ed. Thailand's Ag i-p oduc s,
ood p ocessing i ms, and ood se ices ank op among he wo lds. Mass media a e a ailable globally, bo h in Thailand
and neighbo ing coun ies. The e o e, "Thai" and "Thai ood" a e he e o e new in e na ional wo ds. (Boonpienpon e
al., 2015).
2.1. Cul u al Signi icance o Thai Food
Food has an inhe en cul u al alue in mos pa s o he wo ld. Apa om i s use, ood is e y much a pa o local
li es yles, cus oms, and adi ions. Food is some hing people do oge he and e en make, o be enjoyed wi h amily and
iends. Food also makes o e y good ne wo king skills and an excellen pla o m o communica ion. Indi iduals le
hei hai down while ea ing and sha e hei laugh e , memo ies, and business deals o e ood, which b ings hem
oge he . Food, in his ins ance, is a mo e han jus nou ishmen . I is also a means o con eying iden i y and belonging.
E en when a om lo ed ones o a million miles om home, ood can cu e homesickness as a aw eminde o one's
o igins. (Boonpienpon e al., 2015). Thai ood is ex emely well-liked all o e he wo ld, cap i a ed by he delica e
ha mony o la o s and he sub le e inemen o i s p esen a ion. Ing edien s o Thai ood a e o en ing edien s used in
O ien al beau y, empe a e and in oxica ing such as lemon g ass, esh min , basil, ish sauce, g ound peanu s, palm
suga , ho peppe , coconu milk, e c. In he pas se e al yea s, Thai cuisine has sp ead apidly o e seas and is popula
among many wo ld ci izens, anscending on ie s and language di e ences. Thai ood is a simple, delicious, and
heal hy cuisine s yle, sa is ying a ious pala es and appe i es. P epa a ions included in he p epa a ion o Thai ood a e
ime-consuming, like squeezing coconu milk o p epa ing cu y pas e om sc a ch, ha has caused Thai ood o be
seldom se ed in selec ed upscale es au an s. The e ha e been nume ous agencies and o ganiza ions ac i ely
ma ke ing ea ing as a Thai ou is ac i i y. (Chi & Jackson, 2011).
2.2. Global Pe cep ion o Thai Cuisine
Food ou ism has only ecen ly been ecognized in he new ou ism li e a u e and in e na ional gas onomic
des ina ions. Indeed, jus like hei classical coun e pa s, mos coun ies emphasize hei oods as he main p oduc s
o p omo e he espec i e des ina ion, one o which is Thai ood being one o he local Thai p oduc s o a pleasan
culina y expe ience. Thai ood has become in e na ionally enowned o i s unique and s ange as e, eshness, a ie y,
use o he bs, and beau y. (Boonpienpon e al., 2015). Wi h gas onomical globaliza ion, he e has been he ise o
app ecia ion o ood cul u e and li es yle, and he sea ch o au hen ici y, and as - ood Thai chains began o p o ide in
u ban cen e s a ound he wo ld, including Japan. Undoub edly, gas onomic ou ism is a new and ac ual niche o he
ou ism indus y, and Thailand in ecen yea s has inc easingly become called a culina y des ina ion. (Ruhual Amin &
Roy, 2016). Thai ood, as a na ional p oduc in a na ion, would ha e become an in e na ional a ac o ( ou ism
des ina ion). Since ood is cu en ly an aspec in des ina ion choice, he e is a necessi y o analyze and unde s and
in e na ional a i udes and endencies owa d he cuisine o he des ina ion in some ways by s udying wha indi iduals
alk abou , alk abou , exchange, and ecommend on he in e ne . In compa ison o s udying he "place" (des ina ion) as
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1514
a p oduc , no only is he e me i in academic lea ning in his sense, bu knowledge o he wo ldwide a i udes and
as es wi h espec o he " ood" o he des ina ion, a p oduc o he place, can assis o be use ul o he adi ional
ou ism s akeholde s in dealing wi h hem app op ia ely and e ec i ely.
3. Sus ainable Food P ac ices in Thailand
The Thai ood en i onmen is domina ed by ege a ion su ounded by beau i ul scene y. Following Wo ld Heal h
O ganiza ion guidelines, Thailand has p omo ed ege able, he b, and ui a ming and ish cul u e in many p o inces.
Se e al enabling policies and campaigns a e implemen ed in Thailand. The policies enable p omo ing sus ainable ood
sys ems, heal hy and sa e u ban ood en i onmen s, and AHAR has ini ia ed ood was e seg ega ion and ecycling
measu es. Fu he mo e, Thailand's municipali ies ha e commi ed o he Ze o Was e Ta ge . Howe e , he coun y is
unlikely o educe emissions o he le el o i s commi men by 2030. The e is s ill a gap in ood was e managemen
p ac ice. Food was e managemen p ac ices among ci izens in Thailand's municipali ies a e s ill no well de ined.
Knowing he cu en in-dep h p ac ices can help b idge his gap and de elop ailo ed sus ainable ood was e
managemen s a egies. In-dep h in e iewing o Thai municipali ies was conduc ed o lea n abou hei ood was e
managemen s a egies. The indings p o ide a baseline knowledge in e ms o go e nance, so ing ea men unc ions,
public engagemen , c oss-sec o collabo a ion, and ood was e managemen challenges. Ho izon al coo dina ion om
he cen al o he local le els is needed o be e managemen pe o mance. Alignmen o ea men s wi h con ex and
ea u es, and u iliza ion o di e en ea men app oaches a e ad oca ed o ea men . Si es isi ing o lea n om
success ul case, e alua ing and building guidelines, and p o iding su icien budge all play impo an oles in enhancing
ci izens' public engagemen . (Ama ando e al., 2019). Food is a mi o o iden i y o mos na ions wo ldwide. Thai ood
is an elemen o i s ac i e cul u e, e lec ing an insigh in o he adi ion and way o li e o socie y. Bu awa eness
ega ding Thai ood and su icien comp ehension ega ding he signi icance o he in ol ed cul u e is ex emely limi ed
beyond Sou heas Asia. This ealiza ion ques ions how o b and Thai culina y cul u e as an expe ience package and
wha o do o ge mo e ou is s and aise he socio-economic s a us o he locals. In esponse o his, a new business
model based on sus ainable ou ism has been p oposed in he con ex o he Che Concep . By ad e ising cooking
lessons, ou is s a e encou aged o hun o he o iginali y o he Thai cuisine while being augh o ood-si e ela ion.
No only does his model p o ide en i onmen al bene i s bu also encou ages success ul cul u al encoun e s, which a e
he p ima y speci ica ions ha ou is s seek. (Boonpienpon e al., 2015).
3.1. O ganic Fa ming and Local Sou cing
O ganic ood has gained ame wi h inc easing heal h issues induced by conce ns o e p icing, addi i es, and s o age.
O ganic a ming is a g owing phenomenon in no he n Thailand ha o e s no he n a me s inc eased al e na i es. To
educe o e seas impo s and disas e s om u u e chemical a ming, sus ainable a ming ma ke ing and communi y
pa icipa ion in planning and execu ing o ganic ege able a ming needs o be p omo ed. (Ama ando e al., 2019). This
will imp o e li es yle and quali y heal h, boos economic sel -p o isioning, and p omo e and suppo local p oduc s.
P oduc ion needs o be boos ed by ocusing on ho icul u al p oduc s such as ege ables, lowe s, and he bs, p o iding
esh pick-sp ayed p oduce wi hou addi i es e e y F iday. Chinese he bs need o be manu ac u ed and esea ched.
The boos needs o be abo e 500 kgs pe week. All he a me s need o be o ganic ce i ied, and some o ganic p oduc s
need o be upg aded. Fa me s ough o ecei e egula educa ion lec u es on ood sys ems, ga dening, nu i ion, oxici y,
and en i onmen awa eness. Such de ailed knowledge will lead o p ope ga dening p ac ice. Regula home isi s by
local nu i ionis s ough o assess ood and nu i ion. Tou is s and local child en equi e nu i ion educa ion. The ood
anspo decisions should be inal by he end o his pe iod, especially o wa d and house commi ee membe s o se
up new ood es ing sys ems. (Boonpienpon e al., 2015). This mus mee he s anda d o public heal h, and mo e han
90% o ou is s mus be skilled in ood es ing. Home cooking lessons mus include a summe ood es o assess ou is
cooking quali y. All su eys mus se coope a ion and coo dina ion abili ies and o malize communica ion o ex e nal
wo king. This migh imp o e pa en s' and pa ne s' communica ion p oblems wi h de eloping mee ing quali y. Las ly,
dis ic and heal h o ice mee ings should demand he es ablishmen o new ood ma ke s and ha e mo e han 500
esiden s om he dis ic s p esen .
3.2. Was e Reduc ion S a egies
Tou ism was e is a majo p oblem, as MSW gene a ion ises signi ican ly wi h highe ou ism. Fo eign isi o s in
Thailand p oduce nea ly 0.405 million ons annually o was e a na ional pa ks and ano he 0.203 million ons a 18
cul u al ou is des ina ions, which ansla es o 31 kg o was e pe day pe ou is . Sus ainable ou ism wi h dona ions
o educing he nega i e impac s o ou ism mus be p omo ed by was e minimiza ion e o s, and hese e o s ha e a
good chance o be emula ed in cul u al ou ism des ina ions. (Sakcha oen e al., 2023). All bu he mos emo e Thai
ci ies ha e a loose collec ion sys em o ga he was e bu manage di e en ly in e ms o was e educ ion. The e exis s
sou ce sepa a ion wi hin some in ensi e collec ion ci ies whe e he ood was e ge s anspo ed o animal eed ac o ies.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1515
Ye , in in ensi e collec ion ci ies as well, he uncollec ed was e along wi h daily le -behind ash by ou is s ge s in o
he land ill. A sou ce was e bank is a po en ial me hod o was e educ ion ha also manages and minimizes gene a ed
was e. The was e bank ope a es di e en ly om ecycling cen e s, which esul s in ecycling di e en ypes o was e.
Fu he , ou is -gene a ed was e in cul u al ou is des ina ions can be minimized using a ious s a egies. To assess
he measu es o educe municipal solid was e, ocus g oup discussion was done wi h esiden s, ood s all endo s and
wo ke s, and ou ope a o s. A ollow-up mon hly was e bank pilo p ojec was launched o ca y ou he ini ial
assessmen o was e minimiza ion. Ope a ions o was e banks can educe collec ion, anspo a ion, and disposal cos s
o gene a ed was e. Reducing was e h ough he pilo un o he was e bank esul ed in 1,256 kg was age educ ion o
he du a ion o he 12-week pilo un. Educa ional p og ams o s uden s and isi o s we e in eg a ed in o he was e
bank ope a ion o enhance in o ma ion dissemina ion and aise in e es in was e educ ion. O he p oposals o inc ease
he le el o pa icipa ion in he was e bank ac i i y included pain ing he ou e and inne su aces o he was e bank
ca s and conduc ing educa ional ac i i ies in a ious modes.
4. T ends in Culina y Tou ism
Culina y ou ism is an expanding ield o in e es o mos ou is s who ha e become inc easingly ad en u ous in he
consump ion o uno hodox and exo ic oods ha bes po ay he na i e cul u e and na u al en i onmen h ough he
u iliza ion o local ing edien s. Culina y ou ism encompasses ood ac i i ies by hemsel es. Culina y ou ism can be
said o be a eling o a des ina ion and consuming i s ood o expe ience i s cul u e. Food ou ism in ol es cul u al,
e hnic, and his o ical aspec s o a des ina ion and o e s unique expe iences p ima ily on a ull- ime basis. (Boonpienpon
e al., 2015). Culina y ou ism e e s o when a ou is is planning o consume he usual ood o a place. (Yun e al., 2011).
Mos pa icula ly, culina y ou ism no only o e s a unique as e expe ience and p esen a ion o dishes bu also a unique
and exo ic expe ience. Fu he mo e, culina y ou ism can o e an exo ic ype o ood o consume s who wan o see,
expe ience, and lea n how o cook di ec ly. G een consump ion is a new mo emen in ou ism, ollowed by g een
managemen p ac ices, g een cons uc ion p ac ices, and g een echnology. Sus ainabili y heo y in ou ism ocuses on
he conse a ion o he en i onmen and he u iliza ion o local p oduc s. As he numbe o ou is s is on he ise, he
de iciency o esou ces and pollu ion o he en i onmen need o be add essed. A he same ime, en i onmen al and
a chaeological si e conse a ion is essen ial in gua an eeing sus ainable ou ism de elopmen . O he ood ou s can be
inco po a ed in o he concep o sus ainabili y o local p oduce and he en i onmen . Local p oduce o culina y
ou ism is esh ing edien s o aw ma e ials o an a ea ha ep esen he en i onmen . P omo ing local p oduce in
culina y ou ism can heigh en ou is s' pe cep ion and app ecia ion o Thai ing edien s, p oduce, cuisine, smells, and
la o s. P omo ion o local p oduce has been ad oca ed o u ilize he su ounding a ea in a sus ainable and equi able
way and o p omo e quali y ood consump ion.
4.1. Heal h and Wellness T ends
Wellness and heal h ou ism is one o he new niches o he ou ism sec o . The pandemic esul ing om he COVID-19
has speeded up knowledge abou heal h and wellness, and ou is s a e looking o mo e p oduc s and expe iences o
aid hei physical, emo ional, and men al well-being. The pandemic esul ing om he COVID-19 heigh ened he s a us
and p o ile o heal h and well-being among ou is s. (Piboon ung oj e al., 2023). T a ele s a e mo e in e es ed in he
heal h ulness o hei ip and ob aining expe ience ha p omo es hei heal h and wellness. In segmen s, he e is an
inc ease in heal h ou ism because i p omo es heal h and well-being. Wellness ou ism en ails ecognizing, sus aining,
and selling posi i e expe ience ha a ele s willingly seek when hey a el o ec ea ion, leisu e, and sel -
de elopmen . Wellness ou ism p oduc s consis o heal h and wellness indus ies ha ou is s pu chase so ha hey
can enhance hei physical, emo ional, men al, spi i ual, social, o en i onmen al well-being. Thailand is one o he mos
isi ed wellness ou ism des ina ions in Asia. Thai cuisine can enhance bo h heal h and wellness, and his has esul ed
in many heal h ou is s isi ing Thailand. The objec i e o he sugges ed S a egic P ojec s and C ea i i y S a egy is o
build he Heal h & Wellness Tou ism by he syne gy o Thai ood and heal h and wellness, c ea e he Thai economy, and
ans o m Thai ood in o a wo ldwide phenomenon by 2030. The Tou ism Au ho i y o Thailand, on 20 h Ma ch 2022,
decla ed ha in he wake o he COVID-19 pandemic, he ou ism sec o had e ol ed d as ically, leading o segmen a ion
and he de elopmen o new sec o s. One such segmen is heal h and wellness ou ism, which has he highes po en ial
o eco e y and highes g ow h p ospec ou o all he ou ism segmen s. Thailand's po en ial in heal h and wellness
ou ism, and pa icula ly wellness ou ism, is eno mous no only o Thailand bu o he en i e wo ld. Mos au ho s
ha e also unde sco ed he impo ance o heal h and wellness ou ism o ou ism de elopmen and sus ainable impac s
on ou ism business and economy ou ism as well as ou is choice. (Boonpienpon e al., 2015). The c ea i e po en ial
o applying Thai wellness ou ism and Thai cuisine in ad ancing heal h and well-being sus ainably e icien ly and
e ec i ely lies behind un apped issues. In addi ion o selling heal h and well-being, Thai cuisine can be used o a ac
heal h-conscious ou is s o isi Thailand.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1516
4.2. Expe ien ial Dining Expe iences
Expe ien ial ood consump ion is a i al componen o in e ac i i y-based communica ion and in e ac ion o culina y
ou ism in a social con ex . The di e ing pa icipan s, e.g., hos s, cus ome s, and ood and be e age p o ide s,
expe ience di e en le els o in e ac i i y. A ypical es au an scena io is when a g oup o membe s o he social g oup
en e s a place, which is no mally public, whe e he ac i i ies o ea ing and p epa ing ood ake place. One mee ing place
o in e ac ion o he dining expe ience is ood and d ink p epa a ion and se ice ha , oge he wi h hei consump ion,
accompanies he no ion o he e ealing in e ac ion o hospi ali y. In his emphasis on p esen a ion, managemen , and
ecep ion, se ice o ood and be e age in ela ion o an expe ience o o eignness, exo icism, o o a local iden i y o he
o e. (An ón e al., 2019). Va ia ion encompasses one, wo, o h ee oles o pa icipa ion: se e s and p epa e s o
ecipes o dishes and ake s o ood and be e ages. Whe e e he gi akes social o m is likely o be a es au an o
simila ou le . Scenic, a is ic, and su p ising ac ion a e cen al ea u es in making expe ience o ood and d ink
signi ican , since hey pe mi issue he e ogeneous o unce ain as ings, which migh induce a gumen o ques ioning
and may be con eyed in poo e o iche o ms (Boonpienpon e al., 2015). Mu ual con e sa ion can las as long as an
en i e meal pe iod depending on he numbe o cou ses. A equen se ing o wo ks o epo s, ypically om he na i e
na ion. The e ends o be a mul i ace ed model o explaining he de ails o oods and d inks, ood shapes, ing edien s,
cooking p ocedu es, and ea ing habi s o o eign people. The e is gene ally an abundance o ood and alues
su ounding pu ing ood on o he pla e o be isible o appealing in he i s place. The che s' and s a 's labo and
abili ies a e also encompassed wi hin he o e ed ambiance and su p ise. A pa icipa o y aspec also emana es om i s
social, senso y, and ludic o ms. B ie ly, memo able ood expe iences a e ac ion in ensi ely, socially, a is ically, and
na a i ely buil .
5. Role o he Go e nmen in Culina y Tou ism
Culina y ou ism has been one o he mos popula ends o he pas ew yea s and is s ill eme ging as consume s would
lo e o expe ience local ood, local cuisine, and hospi ali y. Culina y ou ism in e sec s mos aspec s o he des ina ion,
including ma ke s, es au an s, es i als, and cooking schools. (Piboon ung oj e al., 2023). A gas onomic des ina ion
mus be able o na a e he his o y o i s cuisine wi hin he con ex o landscape, his o y, cul u e, eligion, and people o
he des ina ion. Mo eo e , as a small island na ion blessed wi h abundan ishe ies, opical ui s, s ong smells, and
mul icul u al e hnic g oups, Taiwan is ull o gas onomic iews and ich culina y he i age backed by indigenous
o ebea s. He e, he go e nmen is keen o classi y Taiwan as a gou me island h ough he ood chain, which ills he
local ing edien s, ood p ocessing, cooking, ea ing places, as ing, and cuisine expe ience gaps. Taiwan's culina y
ou ism is cu en ly, howe e , badly p omo ed o e seas. In building i s culina y ou ism, he e a e h ee s a egies o
ollow. Fi s ly, he go e nmen mus ask ci y and coun y go e nmen s o egis e se e al new applica ions and
subsequen ly con ol he quali y, accessibili y, and excessi e ans o ma ion o he applica ions. Secondly, Taiwanese
hospi ali y se ices mus be hea ily complemen ed wi h culina y lexibili y. Because mos o eign a ele s a e e y
picky when i comes o ood quali y, new ing edien s, and longe cooking imes, elas ic ou ism se ices ha can adjus
he cooking p ocess mus be encou aged. Thi d, culina y ou ism educa ion mus be p omo ed a school because i is
no so simple o he young ones o become in oduced o he concep o culina y ou ism a school, and gene ally
eache s don' ha e he igh backg ound and aining, and he e o e he e a e plen y o misconcep ions agains he
culina y ou ism sec o . Ac i e pa icipa ion o all conce ned is equi ed in success ul p omo ion o culina y ou ism.
Besides he go e nmen , one should o m an ROC Culina y Tou ism P omo ion Commi ee wi h membe s om
academic socie y, esea che s o ood cul u e, he ou ism sec o , and associa ions o heal hy and sus ainable ou ism.
I should be in coo dina ion wi h g ass oo s associa ions ha handle he p omo ion o culina y ou ism. Second,
s akeholde s' co-in es men in building an independen o ganiza ion-suppo ing und sound penal y o abandoning
culina y ou ism in o ma ion sou ces and c ises guidelines o ollow he single oice and o be good communica i e is
p oposed.
5.1. Policies P omo ing Thai Cuisine
In 2017, he Cabine app o ed he Concep o Tou ism S a egy, Tou ism De elopmen Plan, and Tou ism Ac ion Plan.
Fu he mo e, in June 2022, he Cabine app o ed Thailand as a Gas onomic Tou ism Ci y. The Minis y o Tou ism and
Spo s app o ed a plan p omo ing Thai cuisine and as a li es yle du ing and a e Co id p oposed by he Minis e o
Tou ism and Spo s. Ne e heless, du ing he economic ecession o 2022-2023, he Depu y P ime Minis e (cha ged
wi h he du y o he Minis y o Tou ism and Spo s) was summoned o espond o he app oach o d i e Thai ood
policy o wa d. Then, he Di ec o -Gene al o he Depa men o Tou ism was eques ed o eply wi h how o p ope ly
p omo e Thai ood, he ea u e o Thai gas onomy, Thai less-consumed ood in Thailand, and a new di ec ion o Thai
cuisine policy. (Piboon ung oj e al., 2023). O cou se, he e a e many policies p omo ing Thai ood. E en du ing he
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1517
pe iod o economic s agna ion in he coun y by na u al disas e s and he in e na ional inancial c isis, some s a egies
may be comp omising a he sho - e m phase, bu he po en ial is expec ed. The goal o Thai ood ou ism is o ha e
global es au an s by he yea 2030 as well as policies p omo ing Thai ood as a global icon. Wi h hese policies, he
numbe o Thai ood es au an s can be used as a ough indica o o success in wo ld cuisine. Now he e a e only 560
Thai es au an s in 46 coun ies a ound he globe. To achie e he a ge , he numbe o Thai es au an s equi ed is
1,616 o he sho - e m indica o o success. Now o e 1,000 Thai es au an s need o be opened. To each he a ge ,
conside ing hose ac i e es au an s opening 20 es au an s annually, Thai es au an s opened wo ldwide could be as
low as 600 and s ill only one hi d o he a ge gas onomy es au an s.
5.2. Suppo o Local A isans and Fa me s
Implemen a ion cha ac e is ics o he sus ainable ou ism de elopmen s a egies h ough culina y ou ism a e c i ical
o i s success in placing Thai cuisine as a sus ainable ou ism p oduc . Empowe men o a me s and local a isans is an
implemen a ion cha ac e is ic o enable hem o a ain su icien s anda ds and me hods o hei p oduc s. The
minis ies o he go e nmen , Minis y o Educa ion, and ins i u ions o lea ning p o ide ood science p ac i ione s and
academic assis ance o p omo e s anda diza ion o ag icul u al p oduce. Vi al in o ma ion on he s anda ds on ood
p ocessing, ood packaging, ma ine sa e y and conse a ion, and p ope echniques is p o ided. Thus, a me s,
ishe men, and local P oduc Pa icipa ion G oups a e uni ed a he same s anda d le el. They o m a commi ee
amongs hemsel es consis ing o local businessmen, a me s, ishe men, and local P oduc Pa icipa ion G oups o
modi y he wo k o be ele an o hei con ex , needs, and wo king s yles, which can be sus ainable o e he long e m.
(Boonpienpon e al., 2015). The go e nmen also helps he same s anda ds g ow in o Wo ld He i age S a us, and
culina y ou ism is made an a ac ion and u he helps o p o ide suppo o c ea ing isibili y. (E asmus Mzobanzi
Mnguni & And ea Giampiccoli, 2019). Adequa e academic suppo and a enues o conduc unique culina y
ep esen a ion need o be p o ided. Adequa e a enues o communi y ep esen a ion in he local P oduc Pa icipa ion
G oup need o be p o ided o ep esen a ion abou changes and addi ions, as well as adequa e p esen a ion o he
conce ned go e nmen depa men s. P ope exp ession and p ojec ion o such challenges a a na ional le el om he
local le el acili a e he passing on o esou ce and sha ing o bu dens among o he s akeholde s wi h be e capaci y.
Such passing on o esponsibili ies can assu e he local communi y ha hey would be held accoun able o uphold he
unique p oduc s ha mus be conse ed and p opaga ed. Public policies should be speci ically dedica ed o p o iding
s ong legal channels o cul u al p oduc s. The e should be policies ha ou line go e nmen suppo , go e nmen
egula ions, and expec a ions o local communi ies. These na ional plans should also di ec he way such p oduc s a e
ma ke ed on he in e na ional a ena. Fu he mo e, he appoin men o go e nmen o ice s o local ou is au ho i ies
p o ides su icien communica ion channels o a oid misunde s andings.
6. Ma ke ing Thai Cuisine Globally
Public ela ions campaigns and online ma ke ing o Thai cuisine mus add ess in e na ional po en ial a ele s, people
who a e compelled o go ab oad due o hei job o occupa ion. Ta ge appealing o some o eigne s amilia wi h Thai
cuisine when hey come o Thailand o ad e ise isi s o Thailand and hen ake ime explaining some hing good abou
Thailand in hei coun y o be good PR campaigns. Online ma ke ing campaign in luence s. S udy a el and ood
in luences, and che s a ound he wo ld. Es ablish a da abase o selec good, quali y in luence s in quali y/a ailabili y
o ma ke ing campaigns o ma ke Thai ood. Some g oups can s ay in Thailand o a long ime and c ea e a
documen a y o a ac mo e ou is s isi o as e Thai ood. Highligh uncon en ional desse s, uncon en ional
es au an s, o es au an s wi h good his o ies ha will a ac ou is s. Food ad ocacy campaigns as pa o public
ela ions campaigns. Pa ne ships wi h o he coun ies' non-p o i ood ad ocacy o ganiza ions. B ing awa eness o he
en i onmen , men al illness, and men al illness o ha e a campaign o Thai ood o be conside ed socially esponsible
ood. Cambodians ying Thai ood being p epa ed adi ionally h ough en i onmen al me hods, jus like Thai people
u ilizing a an s icks. Food oadmap ini ia i es o lea e a ma k. Open a Thai ood es acili y. Pa ne wi h majo
co po a ions o p epa e some Thai ood ecipes, p ocesses, and wha kind o spices can manage o g ow in some
coun ies. Campe s o PR campaigns. In he PR camp o m. Collabo a ing wi h global anchises like Thai ood
p oduce s and es au an s o o ganize a Thai cuisine camp o he middle o he uppe ange. Teach he pa icipan s on
how o p epa e complex Thai dishes. The ocus would be on he coun y’s cooking skills ha would blow he minds o
he pa icipan s. Then e u n o hei home coun y and p omo e Thai cuisine. Going on wi h an online PR campaign o
Thai cuisine. (Piboon ung oj e al., 2023).
6.1. Digi al Ma ke ing S a egies
Thailand Mas e Plan o 2020-2030 on he P omo ion o he Kingdom o Thailand as Culina y Capi al o he Wo ld has
ecen ly been app o ed. The Thai go e nmen has ambi ious plans o p omo e Thai cuisine and ood cul u e o become
an in e na ional a ac ion wi h an emphasis on Halal ood. Via a se ies o ma ke ing app oaches anging om planning
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1518
o on- he-g ound ma ke ing ac i i ies, his Mas e Plan add esses se e al o he Uni ed Na ions' Sus ainable
De elopmen Goals. (Boonpienpon e al., 2015), speci ically Goals 8 and 12 conce ning sus ainable economic g ow h
and sus ainable consump ion espec i ely. Ma ke ing culina y ou ism is a g een ma ke ing p ac ice ha encou ages
sus ainable economic g ow h by bene i ing no only allied ho els and es au an s, bu also local ood supplie s, a me s,
ood packe manu ac u e s, and ood-p ocessing uni s. (Chayasi isobhon & Ba a, 2019). Wi h ho and sou p incipal
componen s, Wok-s i ying o ege able and mea , ying o ice, double boiling o soup, ba becuing and g illing on
bamboo skewe s and/o me al s icks, and s eaming a e common ways o p epa ing basic Thai ood. To ex end he
gas onomical ac i i ies o in e na ional ou is s, he O ice o he Tou ism Au ho i y o Thailand has a mo al du y o
p o ide adequa e in o ma ion abou he Thai cuisine and he Thai cul u e, and how hey ha e de eloped, o elimina e
he g owing numbe o ypes o Thai ood h oughou he globe. A Mas e Plan ou lining a mix o ad e ising, sales
p omo ion, public ela ions, e en ma ke ing, sponso ship, and di ec ma ke ing s a egies ha coincided wi h he
ou ism season o each egion o Thailand o a pe iod o en yea s. The ma ke ing s a egies we e expec ed o a ac
o eign ou is s and oodies, wi h he goal o inc easing e enue om ood ou ism. I hus pa ly dis illed a wide ision
o he new gas onomical ou ism oppo uni y o Thailand. To widen he scope o he ini ial Mas e Plan om Thailand
and he 10 ASEAN coun ies o a ac gas onomical ou is s om Eu opean, Ame ican, and Oceania na ions, ma ke ing
s a egies would be adjus ed acco dingly.
6.2. Collabo a ions wi h In luence s
Cons uc ing ela ionships wi h in luence s on he global end o social media o p omo e Thai cuisine. Social media is
now so common ha anyone, e en in luence s, can eadily ake and pos hei ideas using mo ies, pho os, and w i ings.
(Boonpienpon e al., 2015). This has been a new end in ood p omo ion which pays a en ion o he e iews made by
opinion leade s which is a o able o adi ional small es au an s and local ood. Food blogge s and che s can now
ecommend hei a o i e es au an wo ldwide h ough Ins ag am. E iden ly, he e a e many ood in luence s
p omo ing Thai ood o es au an s o e seas which is he ou come o his Ac ion Plan. Thus, i 's a p io i y o con ac
amous in luence s in Thailand ini ially and hen p oceed wi h he collabo a ion wi h in luence s who li e o e seas.
This concep is associa ed wi h high impo ance and easibili y. They can gi e eedback be o e and a e he campaign
is implemen ed o i hey don' wish o pa icipa e in he plan. This is he one ha would be done wi h ease and a less
cos . The a ie y o oods, a el, and ime also c ea e ca ee s o he local in luence s, and ame in e u n. In line wi h
upda ing he global ends o culina y ou s and ood ou ism like ood ails design, concep o ood heme pa ks, pop-
up es au an s, lash/mic o pop o lee ing dining expe ience, ood ilm es i al, and dinne in he da k, which is s ee ed
by social media ends and he elen less pu sui o o ming mo e ne wo king, pa ne ing wi h uni e si y esea ch
cen e s capable o conduc ing esea ch on he o egoing plans. All he concep s a e selec ed examples which need mo e
esea ch o p ope ly inco po a e Thai cuisine in o he plans, he public ela ion ac i i y, and he ma ke ing o he Thai
ou ism p omo ion au ho i ies. All hese mechanisms b ing in he pa icipa ion o all he s ake holde s such as
businesses, communi ies, media, and schools o join hands wi h he TCTA ha would also implemen ma ke ing
ne wo king o he ma ke ing o Thai ood as well as o he ou is spo s. (Piboon ung oj e al., 2023).
7. Impac o Culina y Tou ism on Local Communi ies
The e m culina y ou ism has become widesp ead among ood passenge se ice companies as well as wi h mo e and
mo e egional ou ism businesses. I usually desc ibes ends whe e people a el o ood des ina ions and pa icipa e
in ac i i ies closely ela ed o ood being consumed. Culina y ou ism in ol es ou is s in uno hodox places whe e hey
will disco e he pleasu e o he local cul u e in cooking o any o he ood- ela ed ac i i ies. O he places and o ms o
culina y ou ism a e p ac iced such as, a m o ineya d homes, cooking schools, culina y ou s, and cou ses in special y
die s. All hese ac i i ies a e ca ego ized as upscale ood ou ism and special awa ds a e gi en o inno a i e ood
ou ism expe iences. The des ina ion challenges o culina y ou ism happen when he e is g ea e demand o he
esou ce, wi h he compe i i e ad an age o enhanced quali y expe iences being compe ed wi h he be e -educa ed,
wi h he dain y sus ainabili y o he esou ce being made a ailable o use, and wi h he applica ion o ocus adop ion
by in es o s and ou is agencies owa ds he de elopmen o he mo e economically heal hy mass ou ism isi o
economics and no he mo e economically delica e culina y ou ism. (Boonpienpon e al., 2015). Local ood is an
impo an aspec o he sus ainable ou ism expe ience. Locali y is becoming inc easingly impo an o an inc easingly
disce ning ou is ma ke , and hey a e a ac ed o he local expe ience. Locali y is essen ial in building sus ainable
place iden i y, one consequence o which is ha locals and in e na ional ou is s will become mo e simila in he
enjoymen and consump ion o local ood. The pa h o locally p oduced oods is well wo n in mos o he wo ld, and
wi h inc easing a en ion o sus ainabili y and hei use in he igh o ma ke expansion and consume loyal y culina y
ou ism is inc easingly poised o g ow h. No only do local oods ep esen a means o d aw he in o ma ion-based
ou is , bu hey a e also closely connec ed o iden i y, cul u e, and belonging h ough hei place o p oduc ion.
(E asmus Mzobanzi Mnguni & And ea Giampiccoli, 2019).
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1519
7.1. Economic Bene i s
Culina y ou ism is also conside ed a mos e ec i e p oduc o des ina ion compe i i eness and a ac i eness. Food
and be e age cul u e is a signi ican con ibu o o sense o place and cul u al iden i y c ea ion. (Piboon ung oj e al.,
2023). Thailand is also a hea en on ea h in ela ion o exo icism, adi ion, and dis inc i eness in Sou heas Asia. Each
egion, e hnic cul u e, and communi y iden i y o e s scope o ood ou ism by gene a ing expe iences which a e bo h
enjoyable and memo able. Culina y ou ism in luences consume choice and des ina ion de elopmen . Awa eness o
F&B cul u e inci es in e es in ou ism. Expe ience expec ancy is linked wi h he beha io o a ou is and con ibu es
o des ina ion a ac ion, which in u n d i es spending beha io . Culina y ou ism expe ience equi es s akeholde s o
wo k oge he o ensu e i is success ul. F&B cul u e e alua ion and de elopmen inc eases uniqueness in he wo ld
and builds public awa eness o ele a e ou ism, he eby boos ing e enue. ASEAN In eg a ion is behind he inc ease o
gas onomic ou ism wi hin he egion. Eigh big egions i al each o he as a as ou ism and a el a e conce ned.
P omo ion ocused wi hin he coun y, egion, and ASEAN should highligh unique cul u es. Ri al y be ween membe
s a es also akes place. Inc ease o culina y ou ism wi hin ASEAN membe s a es' ou ism popula ion, e enue, and
p oduc s ocuses on awa eness and pa onage a he han o eign ma ke p omo ion. Food ou ism is pa icula and
complex, and equi es p ope knowledge o an a ea, a mind o expe imen , and ood sa e y. In con as o high ou ism
densi y in Thailand, o he ASEAN membe s a es ha e conside ably low densi y. Culina y ou ism should be p omo ed
o de elop sus ainable ou ism o long- e m alue. I should emb ace a wide scope o F&B cul u e, om coun yside
p oduc ion and p ocessing o meal planning and F&B se ice and o e space o p opaga e people's li es yle in u al
communi ies. Culina y ou ism has mainly been p omo ed o economic de elopmen and g ow h, and less ecognized
as a sus ainable ou ism app oach.
7.2. Cul u al Exchange Oppo uni ies
The Thai go e nmen appea s keen o in oduce he '15 p o inces, 15 cuisines' ini ia i e in a bid o d i e Thai cuisine
o global s a us ahead o AEC 2015. This idea o na ional cuisine is a good one in he sense ha ood is a signi ican
exp ession o cul u e and is hus acknowledged as a ou is a ac ion. F om a ou is poin o iew, i is o en a gued
ha ood ou ism adds ichness o he ou is expe ience and aids in conse a ion o en i onmen and li elihood o
people. Thailand has been anked amongs he bes na ional cuisines o he wo ld, bu cu en ly, Thailand has eme ged
as a subjec o ood ou ism and his igh eous deba e was e ol ing a ound elemen s and oles associa ed wi h Thai
ood alone. No ably, hough, e y li le has been a ibu ed o i s oles as symbols o iden i y o cul u al exchange
oppo uni ies. The o e all objec i e o his esea ch was o desc ibe a ious culina y ou ism si es associa ed wi h Thai
ood in Thailand. A second objec i e was o explain a i udes owa ds he cul u al exchange ole o Thai cuisine among
Thai in o man s. In e na ionally, he ood cul u e is desc ibed acco ding o ood p ac ices, ood ea en, and e hnic, social,
o economic se ings in ol ed. (Boonpienpon e al., 2015). Food is a pa o human nou ishmen which accep s he
cul u e o ha communi y o socie y. I is known, howe e , o isi o s ha inapp op ia eness in ood expe iences
discou ages he selec ion o a pa icula des ina ion o compe i i e place. Con e sely, ood can also be used as a
po en ial ga eway o in oduce a coun y and i s people o isi o s. Foodways ha isi o s consume and ind a ac i e
ha e highe chances o being p omo ed on a la ge scale o p ospec i e ou is s. Thailand, as a ou is des ina ion, is
amous globally o i s wa m hospi ali y and ood.
8. Challenges Facing Culina y Tou ism in Thailand
The e a e hind ances o he de elopmen o Thailand's culina y ou ism. These can be ca ego ized in o se en majo
conce ns: egula ions on an o e all le el, compe i i e p icing o des ina ions, hygiene condi ions, es au an s'
o ganiza ional s uc u e, p ocu emen o cooking ing edien s, supe ision o es au an quali y, and p omo ion a he
des ina ion le el by a local communi y ini ia i e. (Piboon ung oj e al., 2023). Mo eo e , as he condi ion o gas onomy
ou ism has only changed, ge ing comple e ecommenda ions o cons uc ing gas onomic ou ism in Thailand is o
u mos p io i y. Six a ibu es o gas onomy ou ism des ina ion o be gi en p ecedence in he des ina ion app aisal
and benchma king phase a e p ope ies, cuisine, hospi ali y, en i onmen , ins i u ions, and p ice. They a e all
de e mining a ibu es in che s' gas onomic ou ism des ina ions' e alua ion p ocess. Fu he mo e, p io e iciency in
ou is des ina ion selec ion is g ea e among hose wi h p ope ies han o mo e psychological al e na i es such as
cuisine, hospi ali y, and en i onmen . Such ea u es pe o med less e ec i ely in he explana ion o ou is des ina ion
selec ion. Consequen ly, Gas onomic ou ism des ina ion would no be s a egically a ec ed by in o mal aspec s such
as local communi y pa icipa ion in des ina ion p omo ion, gas onomy, educa ion and ma ke ing, ood specialis
pa icipa ion, and wide pe cep ion o gas onomy. Gas onomic ou ism des ina ion de elopmen would be
cha ac e ized by p oblems o in as uc u e planning and managemen whe e ou ism de elopmen managemen skills
a e poo ly de eloped. Fu he mo e, he e is no de elopmen o a sense ha ou ism is a majo economic sec o , as well
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1520
as no di ec compe i ion wi h su ounding na ional gas onomic ou ism a eas. The la ges challenge was he ime and
cos s uc u e a ailable o conduc he esea ch, bo h o which we e conside ed simul aneously.
8.1. En i onmen al Conce ns
En i onmen al Issues o how ou ism impac s na u e and he sensi i i y o he people owa ds sus ainabili y a e some
impo an aspec s o he abo e model. P oduc s ela ed o ou ism mus sa e ene gy, minimize was e, and educe
implied a el cos s o ou is s. I is be e in his con ex ha ood ou ism es i als a e held in unknown ou is ci ies,
a eas, illages, and e en des ina ions which emain unexplo ed. Th ough his way, consciousness o gas onomically
a luen egions can be de eloped and he na u al en i onmen he e would ge en iched in a posi i e manne .
(Ama ando e al., 2019). This model assumes ha es i als a e symbolic o he esiden s' social and cul u al cha ac e .
These es i als symbolize he cul u al and his o ical signi icance, p oduc ion p ocess, and consump ion s yle o local
cuisine. Fo his pu pose, i would be use ul o engage he locals in a culina y ou ism es i al o ganiza ion. Raising he
socio-cul u al awa eness o he popula ion and pa icula ly he you h, ein o cing hei con idence in hei adi ional
ood, passing on hei knowledge o his he i age o u u e gene a ions, and encou aging he pa icipa ion o locals in
ou is ac i i ies, all ha e essen ial unc ions o ul ill in he sus ainabili y o gas onomical he i age a eas (Boonpienpon
e al., 2015). This model p oposes ha ood ou ism p oduc s a e in he a o o p o ec ing he na u al en i onmen and
biodi e si y. Ac i i ies o conse a ion need o be ca ied ou wi h ega ds o he g owing pe iods, ha es ing pe iods,
and es i al pe iods. To his e ec , i is bene icial o encou age ecological a ming, o design ga ne ing de ices in a way
ha causes less damage o he en i onmen , and o de elop compos using was e. Those p oduc s a e p one o loss o
biodi e si y, he e is a need o cul i a ion p ac ices o be al e ed o pas pe iods o adi ions. In addi ion, he e is a
need o aise awa eness o he local popula ion ega ding he p ese a ion o biological di e si y. On he o he hand, a
s adium wi h he capaci y, com o , and s anda ds needed would p omo e gas onomical he i age a eas.
8.2. Compe i ion om O he Des ina ions
Thai cuisine has been a signi ican business o Thai ou ism o a long ime. Video eleases o Thai cuisine on web si es
such as YouTube and sampling on TV ood es s ha e p og essi ely inc eased ou is isi o numbe s ha eques
special dishes om all co ne s o Thailand. Ne e heless, Thai ood ou ism nowadays is aced wi h i s bigges h ea
once o he me opolises o coun ies begin compe ing. All hose ges u es a e pu sued o make Thai ood an
in e na ional a ac ion by o ganizing he Wo ld's Fi e Bes S ee Food o showing ilms ad e ising Thailand as a bes
lo e nes in o de o en ice ou is s and p opel Thai cuisine. To be e esea ch ma ke ing Thai ood o become wo ld-
amous and de ou ed by 2030 as he Wo ld's G ea es Culina y Tou , he globe's ines culina y ou ism p ac ices in i s
mos known ci ies mus be lea ned. (Piboon ung oj e al., 2023). Gas onomy in a el des ina ions is one o he mos
c i ical d i e s ha b ing ou is s o make a el plans ac oss he wo ld. S a es, ci ies, o na ions he e o e ha e
de eloped e y o ganized gas onomy policies, spending a la ge pa o hei budge o sell hese loca ions. Va ious
channels o publica ions and new me hods a e used o p omo e ood locally o make i popula and consumed
in e na ionally. This is o mo i a e isi o s o ou hese places and enjoy he gas onomy i ems. Since he e has been
an inc ease in ou ism, local economies g ow qui e apidly wi h he opening o employmen oppo uni ies, bene i ing
local communi ies in e ms o axes. Gas onomic is clea ly o e shadowed by o he kinds o ou ism hough. No much
e o has been channeled owa ds gas onomy policy o how o he ci ies, coun ies, o egions' gas onomy became
known globally o choose models o ollow by Thailand ou agencies. Wi h espec o gas onomy issues, culina y
ou ism has eme ged as a signi ican d i e in mos o he wo ld's des ina ions. This wo ldwide end is also being
eplica ed in he o ma ion o o ganiza ions wi h in e na ional ne wo ks o he pu pose o building culina y and
gas onomic ou ism. Less, howe e , has been accomplished in Thailand as a na ion o egion as o how Thailand
ma ke ed i s gas onomic ou ism o complemen a y measu es so ha Thai cuisine is known e e ywhe e in he wo ld.
Hence, his is he oppo uni y o Thai ou is ope a o s o ollow he new global end and see how Thai ood can ge
in o place app op ia ely o p omo e ou ism o make i sus ainable de elopmen . The e has been a g ea deal o esea ch
in his di ec ion in he pas ew decades.
9. Fu u e Oppo uni ies o Thai Food Tou ism
To make Thai culina y ou ism mo e appealing, Tou ism Au ho i y o Thailand has in i ed he conce ned s akeholde s
who a e mos ly om he Minis y o Tou ism and Spo s, Minis y o Ag icul u e and Coope a i es, Minis y o
Educa ion, and O ice o he Na ional Economic and Social De elopmen Council o join and p o ide he concep s o
s a egy, oadmap, and ac ion plan. The ini ial mee ing was conduc ed on 29 Ma ch 2022, by TAT a TAT Headqua e s
and opened o wo opics p esen a ion, i.e., "Thai Culina y Tou ism S a egy o be p omo ed as a Global A ac ion by
2030" and "TAT Thailand Culina y Tou ism Roadmap h ough he P o incial Tou ism and Spo s Pe spec i e". The
p o ession e e ed o and conside ed bo h ideas a e on he same le el oge he and seem o be complemen a y. The
i s se is he o e all ideas and o e all s a egies. The second one is mo e echnical o p esen he ac ion plan and
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1512-1527
1527
[8] Piboon ung oj, P., Wannapan, S., & Chaiboons i, C. (2023). The Impac o Gas onomic Tou ism on Thailand
Economy: Unde he Si ua ion o COVID-19 Pandemic. ncbi.nlm.nih.go
[9] An ón, C., Cama e o, C., Laguna, M., & Buhalis, D. (2019). Impac s o au hen ici y, deg ee o adap a ion and cul u al
con as on a elle s’ memo able gas onomy expe iences. [PDF]
[10] E asmus Mzobanzi Mnguni, D. & And ea Giampiccoli, D. (2019). P oposing a model on he ecogni ion o
indigenous ood in ou ism a ac ion and beyond. [PDF]
[11] Chayasi isobhon, D. & Ba a, A. (2019). Managemen S a egies and Sus ainabili y o Na ional Museums in
Bangkok. [PDF]
[12] Dua e Alonso, A., Kok, S. K., & O B ien, S. (1970). ‘We a e only sc a ching he su ace’ – a esou ce-based and
dynamic capabili ies app oach in he con ex o culina y ou ism de elopmen . [PDF]
[13] Tjan K als ik, F. (2017). Happy Belly in Pa adise: A case s udy o Au hen ic meal expe iences a cooking classes
in Bali. [PDF]
[14] Nicole i, S., Jesús Medina Vi uel, M., Di-Clemen e, E., & Vicen e F ue Ca dozo, J. (2019). Mo i a ions o he
Culina y Tou is in he Ci y o T apani, I aly. [PDF]
[15] Tam, S. (2019). Sounding he ala m: Is he S i Lankan ou ism sec o p epa ed o clima e change?. [PDF]
[16] Me in ARTUKOGLU, M. & GENCLER, F. (2010). Food P oduc ion; Can i be Used as a Tool in Empowe men o
Ru al Women? A Case S udy om Tu key. [PDF]
