CULTURAL TOURISM: FACTORS INFLUENCING THE TRANSMISSION OF CULTURAL AND CULINARY HERITAGE IN PHUKET, THAILAND

Culinary wisdom is an essential part of a culture as it signifies the way of life, belief system, traditions, the environment, and social contexts of communities. Phuket has been recognized as a UNESCO City of Gastronomy and a primary tourism city in Thailand, with a highlight in the cultural diversity of food reflecting the way of life from birth to death. Food also plays a crucial role in local rituals as well as festivals, during which wisdom i s transmitted from generation to generation. Understanding the elements that influence local food culture and wisdom will lay the groundwork for the long-term preservation, development, and perpetuation of this precious heritage. This knowledge will enable the continuous presentation of its value to a broader audience, as well as foster a sense of pride in the unique identity of the local commu nity. Furthermore, it will aggressively promote cultural heritage conservation and the development of gastronomic tourism, which can provide sustainable economic benefits and enhance the international reputation of the city. Thus, factors influencing the transmission of cultural and culinary wisdom in Phuket were studied. In the study, data were collected from 1,200 pe ople using a simple random sample (400 local people, 400 Thai tourists, and 400 foreign tourists). The findings were evaluated using both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Research results revealed that 5 factors have an influence on the inheritance of cultural and culinary wisdom in Phuket for Thai and foreign tourists, including 1) knowledgeable chefs representing their culture in cooking, 2) the authenticity of recipes and cooking, 3) heritage food that is subject to cultural and societal influences, 4) inheritance, and 5) the locality of ingredients. All 5 factors can be applied to promote the efficiency of gastronomy tourism for the image of Phuket's local food.