EXAMINING THE ROLE OF THAI GASTRONOMY ON REVISITING INTENTION VIA THAI SOFT POWER: THE MODERATING ROLE OF EXPLORER TOURISTS

Abstract

To align with the Thai government’s soft power policy, which aims to strengthen Thai tourism, this study investigates the relationship between gastronomy tourism and revisiting intentions through the lens of soft power, with a specific focus on Thai cuisine. Thai food, recognised as one of the 11 dimensions of the soft power policy, is particularly popular among foreign tourists. The research also explores the moderating role of explorer tourists in the relationship between gastronomy tourism and soft power in Thai cuisine. Data were collected from 400 foreign tourists in Songkhla, Thailand. The findings revealed that, while gastronomy tourism did not have a significant direct effect on revisiting intention, it did exhibit a substantial indirect relationship via soft power in Thai food. Furthermore, the moderating analysis indicated that tourists with lower explorer tendencies exerted a stronger influence on the link between gastronomy tourism and soft power in Thai cuisine. These findings underscore the potential of Thai cuisine as a cultural diplomacy tool, enhancing its global image and contributing to the Thai government’s efforts to attract foreign tourists and boost tourism revenue. From a practical perspective, the study highlights how gastronomy tourism can effectively expand the reach of the soft power policy. For future research, the author recommends examining other dimensions of soft power and suggests employing longitudinal research designs or growth curve models to provide deeper insights into the dynamics of soft power in tourism.