Abstract
This study aimed to explore the impact of Thai street food on the sense of adventure and cultural immersion among first-time visitors to Thailand. Using a cross-sectional design in authentic public street settings, participants were surveyed with a semi-structured questionnaire to gather their perspectives. Thematic analysis revealed five main themes: distinctiveness, economic value, service, regulation, and locality, which were categorized into two overarching constructs: Thai street food as a unique experiential journey and its social significance. The findings provide valuable insights into the dining experiences of Chinese tourists visiting Thailand for the first time, enriching the fields of gastronomy tourism and food sociology. The study offers practical recommendations for businesses, industries, and public authorities based on its outcomes. It focuses on the unique character of Thai street food and its impact on first-time visitors, showcasing how it fosters adventure and cultural immersion in authentic street settings.
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