A STUDY ON STREET FOOD CONSUMPTION BY CHINESE AND THAI TOURISTS: A CASE STUDY OF KHLONG ONG ANG CANAL WALKING STREET IN BANGKOK

This study aims to explore the popularity of street food among Chinese and Thai tourists at Khlong Ong Ang Canal Walking Street in Bangkok. Using the 7Ps marketing mix framework, the study analyzes key factors influencing tourists’ behavior in consuming street food. A survey was conducted with 400 tourists (200 Chinese and 200 Thai), and descriptive statistics were used for data analysis. The results reveal significant differences in consumption preferences between the two cultural groups, underscoring the need to optimize marketing strategies to enhance the appeal of street food. This study offers specific business recommendations for street food vendors and serves as a reference for developing street food economies in other commercial areas. By providing an in-depth understanding of tourists’ consumption behavior and preferences, the study contributes both theoretical and practical value to boosting economic vitality and promoting cultural exchange at Khlong Ong Ang Canal Walking Street in Bangkok.