Exploring the Causal Relationship Model of Foreign Tourists' Behavior and Soft Power Creation in Gastronomy Tourism

Abstract

This study aimed to explore the causal relationship model between foreign tourists' behavior and the creation of soft power in gastronomy tourism with a focus on a case study of Ayutthaya World Heritage, Thailand. The research investigates the factors that would influence foreign tourists' behavior and their impact on soft power creation in the context of gastronomy tourism. Using quantitative data collected through surveys of 400 samples and analysis relationship between international tourists' behavior and the creation of soft power, the findings revealed that international tourists' behavior was influenced by various factors, such as travel motivation, cultural interest, Thai cuisine, and destination image. These factors significantly affected the tourists' decision-making process. This research provides insights into the causal relationship model between foreign tourists' behavior and the creation of soft power in gastronomy tourism.