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Original Research

THAI SERVICE DESIGN INFLUENCING CUSTOMERS, EXPERTS, AND ENTREPRENEURS USING SOCIAL MEDIA IN THAI FOOD TOURISM DEVELOPMENT

TIPWADEE PHOSITTIPHAN 1, BUNG-ON CHARTRUNGRUANG 2, KEERATI TRAKANSIRIWANICH 3, and JIRACHAI YOMKERD 4.

Vol 17, No 08 ( 2022 )   |  DOI: 10.5281/zenodo.6997882   |   Author Affiliation: Ph.D. Student, Maejo University, School of Tourism Development, Chiang Mai, Thailand 1; Chiang Mai Rajabhat University, Faculty of Management Sciences, Chiang Mai, Thailand 2; Maejo University, School of Tourism Development, Chiang Mai, Thailand 3; Maejo University, International College, Chiang Mai, Thailand 4.   |   Licensing: CC 4.0   |   Pg no: 937-948   |   To cite: TIPWADEE PHOSITTIPHAN, et al., (2022). THAI SERVICE DESIGN INFLUENCING CUSTOMERS, EXPERTS, AND ENTREPRENEURS USING SOCIAL MEDIA IN THAI FOOD TOURISM DEVELOPMENT. 17(08), 937–948. https://doi.org/10.5281/zenodo.6997882   |   Published on: 15-08-2022

Abstract

Aim: This study aims to assess the Thai service design affect the social media adoption of customers, entrepreneurs, and experts in Thai food tourism. Materials and Methods: The mixed method was administered in this study. The qualitative was first conducted by focus group to assess DINESERV and DINESCAPE from food expertise and entrepreneurs. Then, the quantitative performed by multiple regression to examine the customers’ perspectives. Results and discussions: The qualitative results indicate that the reliability in DINESERV is highly vital. Paradoxically, the DINESCAPE from the expert view point highlights on facility and aesthetic, while the restaurant entrepreneurs focus on products and services. As the customers’ aspect the variables are differed relating to the independent variable tested. Conclusions: The combination of DINESERV and DINESCAPE are crucial to social media adoption in Thai food tourism. The Thainess service design has various angles to implement both practically and theoretically. The findings could, further, deliver in hospitality and tourism courses in university and college.


Keywords

Service design, Thainess, Thai Food Tourism, DINESERV, DINSCAPE, social media self-efficacy