Innovating the authenticity assessment of Thai cuisine: A mixed-methods study to advance gastronomy tourism

Abstract

The purpose of this study is to develop and validate a framework for assessing the authenticity of Thai cuisine within the context of gastronomy tourism in Thailand. A mixed-methods approach was adopted, beginning with in-depth interviews with a diverse group of stakeholders including chefs, professors, policymakers, and Thai cuisine entrepreneurs followed by a structured survey of international tourists who had experienced Thai cuisine during their visit. The findings reveal four key dimensions that shape perceptions of authenticity: ingredients, visual appearance, cultural and local experiences, and servicescape. The results confirm that these dimensions significantly influence tourists’ satisfaction with their Thai cuisine dining experiences, with differences observed across generation, nationality, and travel behavior. The study contributes to theory by refining the multidimensional conceptualization of authenticity in gastronomy tourism and confirming its validity across different tourist profiles. Beyond identifying these factors, the study contributes to the broader understanding of culinary authenticity by introducing a validated, stakeholder-informed self-assessment tool. This tool provides a structured approach to assessing and guiding authenticity practices, offering measurement and tailored recommendations for restaurants, entrepreneurs and certifying bodies such as Thai SELECT. By linking cultural heritage with service design and destination branding, the framework offers new insights into how open innovation can support sustainable development in global gastronomy tourism.