Foreign Tourists' Motivation and Information Source(s) Influencing Their Preference for Eating Out at Ethnic Restaurants in Bangkok

Abstract

The study examines how tourists select ethnic restaurants and specifically explores the relationship between foreign tourists' motivation and information source(s) in determining their preferences for eating out at ethnic restaurants in Bangkok. It also examines differences in perception between Asian and Western tourists making the choice to eat out at ethnic restaurants in Bangkok. The study is based on questionnaire results from 400 respondents at eight selected ethnic restaurants located at Sukhumwit Road and Central World Plaza in Bangkok. Descriptive cross-tabulation statistics is used to analyze respondents' demographic characteristics. Spearman's Rank Correlation Test and the Mann-Whitney U Test were used to test hypotheses. Findings of this research revealed that ‘discovery’, ‘advertisements in newspapers, magazines or food guides’, ‘display of menus’ and ‘culture cues in the décor & atmosphere’ emerged as the most important factors influencing foreign tourists' perceptions leading to choosing to eat at an ethnic restaurant in Bangkok. Based on the finding it can be concluded that ethnic restaurants with their unique cultural atmosphere and cuisine are in high demand by foreign tourists. Therefore, ethnic restaurant managers may benefit from reviewing the findings of this study.