Guidelines for Promoting and Developing Restaurants in Tourist Areas To Support the Consumption Behavior of Tourists in Lom Kao District, Phetchabun Province

Abstract

      This research aimed to: 1) analyze the factors affecting the consumption behavior of tourists in Lom Kao District, Phetchabun Province; and 2) propose guidelines for the promotion and development of restaurants in popular tourist destinations as well as general restaurants visited by tourists. The sample used in this research consisted of 400 Thai tourists who dined at general restaurants, selected using convenience sampling. The research instrument was a 5-point rating scale questionnaire with a Cronbach’s alpha reliability coefficient of 0.736. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and descriptive analysis.
      The research findings revealed that:
      1) Factors affecting tourist consumption behavior in Lom Kao District, Phetchabun Province: It was found that food selection factors in tourist-area restaurants—comprising promotions, discounts, advertising, public relations, attractively displayed food prices, food quality certification marks, support from the government or state agencies, and following social media reviews (e.g., YouTube, TikTok, Facebook, LINE)—influenced the guidelines for promoting and developing restaurants in tourist destinations. Furthermore, food consumption behavior factors—comprising food taste, menu variety, nutritional value, cleanliness, restaurant location, payment channels and methods, quantity of food purchased, frequency of purchases per trip, satisfaction with restaurant services, opening and closing hours, and post-service follow-up—significantly influenced the guidelines for the promotion and development of restaurants in tourist destinations.
      2) Guidelines for promoting and developing restaurants: Product prices should be appropriate for the food, and restaurants should not opportunistically raise prices during festivals. Establishments should be continuously improved to maintain cleanliness and hygiene. Service staff should undergo professional training. Government agencies should support training programs focused on customer service and food hygiene. Restaurants should provide spacious and safe parking, with staff available to facilitate the security of tourists' vehicles and belongings. Free, strong, and widely accessible Wi-Fi (all networks) should be provided. Payment systems should support QR Code transactions, and sufficient cash change should always be prepared. Restaurants should emphasize authentic local food flavors. Lastly, the government sector should oversee the daily waste management and disposal for both restaurants and tourist attractions.
 
Article history: Received 13 August 2025      
                            Revised 15 November 2025         
                            Accepted 17 November 2025         
                            SIMILARITY INDEX = 2.76 %