Promoting Gastronomy Tourism in Phuket province after the COVID-19 situation With the 4A strategy

Abstract

This research aims to: 1) create and study the quality of a model for promoting creative food tourism in Phuket Province after the COVID-19 situation, using the 4A strategy; and 2) to study the satisfaction of food business operators with the creative food tourism promotion model in Phuket Province after the COVID-19 situation, using the 4A strategy. This is a mixed-methods research combining qualitative and survey research. Two tools were used: a quality evaluation form for 5 experts and a satisfaction questionnaire for a sample group of 30 restaurant operators, selected through purposive sampling. The research was conducted between June 2021 and April 2022. The statistical methods used to analyze the data included the consistency index, percentage, mean, and standard deviation.

The research results found that experts agreed with the quality of the creative food tourism model (Gastronomy) in Phuket Province after the COVID-19 situation using the 4A strategy, with an IOC of 0.917. The satisfaction of restaurant operators with the model was at a very high level (x̄ = 4.79, S.D. = 0.400). The recommendation from this research is that the 4A strategy can be applied to various restaurants. Each type of restaurant may adjust the strategy or selectively use specific parts that are most suitable for the restaurant’s marketing.