A thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2017

Food souvenir is a valuable part of trip experience for a tourist. However, there is no available information about this products and behavior of tourists within this area of Sai Yok Noi Waterfall. This research was carried out in this area to fulfil this gap. After field survey, interview and data collection, 150 Thai tourists and 50 foreign tourists were interviewed. Most Thai of the tourists came from location near this destination, and most foreign tourists came from European countries. The statistical analysis revealed that the buying-behavior was different between Thai and foreign tourists. Moreover, the marketing mix factors affecting buying-behavior showed significantly difference within nationality and income categories, but not age group. The result of satisfaction opinion also suggested that food cleanliness and hygiene, product feature, reasonable price with suitable quality and eco-friendly nature were the main factors that to be considered for developing the future development and marketing plan of this destination. Moreover, Thai tourists were a main buyer in this destination over time; therefore, study of the behavioral use of internet, online platform, and social media is required for assessing the appropriate marketing communication channel in future.