bk131 - page 3

บทคั
ดย
อ (ภาษาอั
งกฤษ)
!
Street food is recommended as a ‘must do’ experience while travelling in Thailand. The ready-to-eat
food has delighted tourists from around the world. The street food types are distinguished by the origin of their
ingredients, preparation methods, and flavors, including easy-cooked food, finger food, desserts, and fresh fruits.
Thai street foods create big impression on foreign tourists appreciated by this experience.
!
The researcher observed and interviewed fifteen tourists in threemust touristic locations: Kao-San Road,
Yao-Wa-Rat Road, and Silom Road. The researcher collected visual images of street foods, observed, and talked
to vendors and foreigners. Customer Experience Framework (Jean Paradis et. al 2007) is used to set up research
questions and data collection methods. According to the data analysis, most of the foreign visitors have used
their 5 senses as basic instinct tomotivate, memorize, extend, and complete their own food experience. Also, it
suggests that the street vendors are not only selling and cooking food, but they are also trying to put on a show,
so to sell the ‘food experience’, they do this by using welcoming gestures, cooking style and food appearance.
The vendors wish that their customers are happy and enjoy their food. The testing of the study used the
customer experiences to evaluate by comparing the before and after reading the guideline book of the street
vendors in terms of the new coming idea and attitude. And also, evaluate on how they are applying the
knowledge to use. The outcome of this study suggests that the street vendors, by implementing the good street
food guideline, helps and supports the vendors in developing their entrepreneurial skills in various terms, such as
thinking skills, cooking hygiene, and so on.
Keywords :
Thai street food / Thai street vendor / 5 senses / Experience design / Customer experience /
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Thailand
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