STRATEGIC MANAGEMENT APPROACHES FOR GASTRONOMY TOURISM IN PHUKET TO SUSTAIN ITS CREATIVE CITY OF GASTRONOMY STATUS

Abstract

This research has two objectives: 1) to analyze the strengths, weaknesses, opportunities, and threats of gastronomy tourism management in Phuket Province by using the SWOT analysis framework, and 2) to propose strategic management approaches to sustain Phuket’s status as a Creative City of Gastronomy through synthesis with the TOWS Matrix. The study employed a mixed-methods approach. In the qualitative part, data were collected from in-depth interviews with 13 key informants covering the public sector, private sector, academia, and the community. In the quantitative part, data were collected from 400 Thai and international tourists with gastronomy tourism experience in Phuket. All data were analyzed using content analysis and descriptive statistics to construct the SWOT analysis and extend it to the TOWS Matrix.  

            The results indicated that Phuket’s strengths include local culinary heritage reflecting multicultural identity, fresh ingredients, internationally recognized restaurants, and UNESCO designation as a form of Soft Power. Weaknesses include the lack of integrated mechanisms, insufficient public relations, inadequate transportation systems, and the concentration of food-related activities in the Old Town area. Opportunities arise from the growth of experiential and gastronomy tourism, health and sustainability trends, supportive policies, and the expansion of high-quality tourist markets. The main threats are the degradation of natural resources, competition from global gastronomy cities, impacts of economic crises and pandemics, and social changes that may undermine the authenticity of local food.

            By applying the TOWS Matrix, the researcher synthesized four groups of strategies: proactive (SO), corrective (WO), preventive (ST), and defensive (WT), leading to the development of the PHUKET EATERY Paradigm, a holistic strategic framework that integrates conservation, development, and gastronomy tourism management. This paradigm aims to enhance competitiveness, preserve local identity, and sustain Phuket’s status as a Creative City of Gastronomy in the long term.