The Innovation of Thai Royal Food Cuisine Processing at Suan Sunandha Palace Among Australia
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REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION
ISSN: 2146-0353 ● © RIGEO ● 11(5), SPRING, 2021
www.rigeo.org Research Article
The Innovation of Thai Royal Food Cuisine
Processing at Suan Sunandha Palace
Among Australia
Waleerak Sittisom1 Witthaya Mekhum2
Suan Sunandha Rajabhat University, Thailand Suan Sunandha Rajabhat University, Thailand
waleerak.si@ssru.ac.th witthaya.me@ssru.ac.th
Pong Horadal3
Bansomdejchaopraya Rajabhat University, Thailand
pong1952@hotmail.com
Abstract
This research effort explains the unique Thai food processing at Suan Sunandha Palace Thailand, the food
prepared with traditional ingredients and medicinal elements to prevent the diseases. The study
contributes to the body of knowledge by examining the empirical relationship to explain the adoption of
Thai food among Australian visitors. The unique processing of food in royal Thai cuisine at Suan Sunandha
palace attracts lot of foreigners to adopt the hygiene food with unique elements and having soft taste.
The study incorporated the Thai food image, and hygiene factor in Thai food to predict the adoption of
Thai food. The modern business practices are being carried-out online through website and mobile
applications, so the current study incorporated the moderating variable usage behavior of mobile
application to assess the Thai Royal cuisine. The study employed simple random sampling and data was
collected from 300 Australian visitors. The results revealed that Thai food image and hygiene factor
influence the adoption of Thai food among visitors significantly, the mobile application usage also found
to be significant statistically, hence, hypotheses H1, H2 and H3 found to be statistically significant. The
moderation role of mobile application usage behavior moderates the relationship between Thai food
image and adoption of Thai food; however, no moderation role is evident between hygiene factor and
adoption of Thai food. The study suggests that Thai royal cuisine should include innovation in their food in
order to extend the customer base.
Keywords
Royal Thai Food, Suan Sanundha Palace, Thai Food image, Hygiene factors, mobile application usage
Behavior, Adoption of Thai food, Australian tourism
To cite this article: Sittisom, W.; Mekhum, W.; and Horadal, P. (2021) The Innovation of Thai Royal Food Cuisine
Processing at Suan Sunandha Palace Among Australia. Review of International Geographical Education (RIGEO),
11(5), 733-743. doi: 10.48047/rigeo.11.05.69
Submitted: 6-10-2020 ● Revised: 10-12-2020 ● Accepted: 15-02-2021
© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
Introduction And Background
The royal Thai cuisine originated in the palace through complicated, fineness, time-consuming
and meticulous process involved by number of people, having mild and soft taste, not very spicy
neither sweet, but easy to chew and boneless. The cooked or boiled rice, fresh tamarind paste,
vegetable steamed and fresh, friend beef, deep fried egg, salted fish, egg yolk, sweet pork, fluffy
fried fish, hot and sour soup (TOM-YAM), herbal vegetable salad, santol compote, marian plum,
and seasonal fruit in the breakfast. The lunch includes cooked rice, shrimp paste, mackerel paste,
vegetables, deep friend eggs and beef, salted fish, sweet pork, fluffy fish, long eggplant, chicken
soup, sweet noodles in coconut milk, pear, persimmon and pomegranate. Dinner consisted of
rice, fresh and steam vegetable, sweet and deep fried beef and eggs, salted fish, egg yolk, striped
fried snakehead fish, boiled spicy mixed vegetable soup, chicken curry in coconut milk, lemon
grass salad, Chinese snacks, Thong Yip, Thong Yod, cookies made of flour and coconut, crown
like yellow sweet mainly made of sugar and yolk, rambutan, custard apple, toddy palm in syrup
(Promsorn & Fakkham, 2020).
The innovation at royal Thai cuisine and culinary at Suan Sunandha palace combined the Western
culinary culture with Thai ingredients for good taste. The specific community of people approach
to Suan Sunandha palace they tried to adopt the Western cultural standards, that is the
outstanding uniqueness of Royal cuisine to invent the recipes. The development at royal cuisine
Suan Sunandha attract the new customer base as well due to the charm for Thai Royal Thai food
as each of them found to be unique and different from other royal Thai food. The consumers of at
Suan Sunandha enjoy the meal of royal cuisine due to its categories and broad range of recipes
of royal taste. The freshness of ingredients, the abundance of taste, the cooking process and the
process that requires lot of time and manpower to prepare, the soft and mild taste without extra
spice or sweet attract the consumers that shows the strength of the Suan Sunandha. The wide
variety of feed elements have been utilized for royal meal that enrich the food with healthy Thai
herbs and spices as cooking ingredients. The variety of food at royal cuisine presents the best
quality taste with healthy Thai ingredients including herbs and spices. The food and meals don’t
possess fats and usage of less meat as ingredients while focusing on vegetables usage makes it
unique and healthy that is suitable medically. The royal meal consists of natural products with
higher nutritional value with medical properties at the same time becomes the choice of large
number of visitors (Kularbphettong, Danchaiyaphuma, & Ampant, 2016; Promsorn & Fakkham,
2020).
The food industry has grabbed the attention of researchers due to its importance; the public policy
makers have given attention to food industry and mass media also considers the food industry as
a crucially important in the society. The big cities with large population access the food chains on
routine basis and exotic foods, ethnic cookbooks, cookware, cooking shows, the contest related
to cooking and eating, culinary tours and even food exhibitions takes place that attract the
consumers (Lockwood & Long, 2009). The food choices have number of factors to take the
decision because the people perceive their native food as favorite, the adoption of new food in
host country closely related to the openness of person and adoption of culture as well as
exchange cultures. The food products are being preferred on the base of their functional
elements, the nutrition factor, flavor and presentation of food items. The Thailand considered as
one of the attractive tourist destination and royal Thai food has strengthened among all foods
due to its rich taste and nutrition elements, the adoption of Thai food largely depends upon the
perception of people (USA, EU, Asian, Australia) about Thai culture and food products, specifically
when the tendency of comparison found to be higher. The value addition, satisfaction and
motivation towards the adoption of new culture observed to be useful in adopting new culture
and unfamiliar products. The Americans often overpower the guest culture such as Thai culture,
the Americans are negligible among the consumption of Thai food (Watanasin).
The culture of Thai food originated and closely related to Thai homes, Buddhist temples and royal
palace, the invention at royal palace cuisine considered as important influential factor. The well-
prepared food is served to the Thai Buddhist monks on different special occasions. The royal Thai
cuisine is innovative in modifying their recipes, presentation and names for the well-being of royal
families. The ingredients, recipes and techniques to prepare the food brought in by Asian and
Western traders and travelers, the royal cuisines later got accepted at local families, still the role
of Palace in Thai food culture is not evident or largely accepted as it is considered as superior
734Sittisom, W.; Mekhum, W.; and Horadal, P. (2021) The Innovation of Thai Royal Food Cuisine Processing …
standard. The people of Thailand found to be proud of their cuisine, as they believe and consider
Thai traditional food as flavorful and good for health and prepare according to medical
perspective. The medical herbs used in the food has superior reputation, the Thai food comes from
local products and knowledge, the foreign food increase the variety but must be adopted Thai
culture and herbs. The unfavorable ingredients must be replaced specifically related to spiciness
and sweetness, it has been well understood that Thai food is not much spicy or sweet but famous
for its mild and soft taste. There is lot of difference between American and Thai food culture with
dissimilarity between ingredients and cooking style. The adoption of Thai food among Americans
expected to take longer but new generation may adopt it quickly as they grew with the Thai
culture. The study conducted before reported that Thai food and culture has gained the attention
of Americans with higher degree of Thai food acculturation. The study interestingly revealed that
Americans consume Thai processed food and adopted Thai food in their homes. The Thai food
has become the social interest due to its innovative elements and ingredients that makes it
adoptable with high degree of food acculturation and marketing (Watanasin, 2020).
The tourism industry of Thailand contributes to the national income by 20.6%, the statistics show
that tourism industry generates 23,13,500 jobs that is 6.1% of total employment with expectation of
growth by providing the number of jobs in recent years and met the expectations just before
pandemic. The tourism authority of Thailand, TAT taken number of initiatives to promote the
Thailand as attractive place of tourism. The world tourism ranking shows that 29.9 million
international guests in 2015 that increased to 32.5 million in 2016 and reached to 35.38 million in
recent years. The Australians tourist target Thailand and it has reached to 800,000 tourists per year
visiting to Thailand. The Bangkok is most popular tourism destination that attracts international
arrivals in millions. The tourism plays important role in economic development, and contribute in
national development. The tourists contribute in Thai national tourism market approximately the
worth of 76,619 million Baht from UK and 65,117 million Baht per year according to Ministry of
Tourism and Sport 2018. The authority of tourism of Thailand has shown that Thailand has attracted
large number of tourists all around the world specially from Australia and America. These tourists
travel to Thailand for longer time period under the traveling packages. The prior study has
incorporated the sample of long-term senior tourists to assess their preferences during tourism and
choice behind the Thailand. The number of factors has been highlighted that attract the
Australian and American tourists in Thailand, these factors include nature, scenery, number of
activities, friendly and helpful Thai people. The transportation factor, areas with number of
activities, safety and security, historical perspective and artistic places, hygiene, clean and
supportive climate, prices, attractions, and distance. The relaxation, rest, meaningfulness and
hedonism have been reported important attractive factors that pull the visitors from Australia and
USA (Adongo, Badu-Baiden, & Boakye, 2017).
The study reported that tourists from Australia found to be influenced by number of factors that
attract them for longer stay and visit Thailand, the factors have been highlighted that motivation,
emotions, the image of the destination, food and beverages, living accommodations,
transportation being used for travel. The study revealed that curiosity to see and visit the Thailand
is supported by number of other factors including the opportunities to enjoy and relax among
green eye catching views, friendly people, natural beautiful destinations, safety and security
along with hygiene and clean environment, value for money, and most importantly the delicious
traditional food of Thailand, the tourists in Thailand prefer to use Thai food, as the observed to be
fond of royal cuisine food due to elements and ingredients. The facilities at hotels, including
internet, affordable, friendly and supportive staff members, welcoming gesture and
understanding behavior attract tourists around the world (Sirinaphaphan & Lertputtarak, 2018).
The prior studies have focused number of factors that attract the visitors in Thailand, Thai traditional
massage is one of the most attractive activity that attract number of tourists from America and
Australia. The study reported that Thai massage at Suan Sunandha palace satisfy the visitors with
their elite services (Jangswad & Jummaree, 2019). Another study reported different factors that
attract the foreigners to the Thailand for visiting, the quality of services at tourism spots found to
be marvelous and attract the large number of people the quality of food and beverage, the
quality of information and the front desk services the customer services are efficient that attract
the create the loyalty among tourists (Petsang & Chomchom, 2019).
The current study intends to determine the adoption of Thai food among Australians, the royal Thai
food cuisine processing specifically related to Suan Sunandha palace. The study intends to
incorporate the crucially important factors including Thai food image, hygiene processing,
innovation in food processing with moderation role of mobile app usage to determine the
735© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
adoption of Thai food among Australians.
Literature Review
Thai Food Image and Adoption of Thai Food
The food industry of the Thailand is one of the most dynamic and diverse with continual innovation
in development of the new products that found to be critical for success in the industry. The
literature has highlighted the factors that contribute in development of new products and play
important role in the success of the firm, in the case of Thailand, the food industry supposed to be
unique and diverse in the world, so therefore it attracts number of non-Thai consumers around the
world. The unique royal Thai food cuisine contributes to the growth and economy of the Thailand,
the industry also contributes in increasing the exports, Thailand, earns more than US $ 10 billion
annually from food manufacturing according to the National Food Institute of Thailand. The food
industry also provides the employment to approximately 20 million people, it has been observed
that Thai food industry has adopted non-traditional food processing to extend exports and market
(Dhamvithee, Shankar, Jangchud, & Wuttijumnong, 2005).
The Suan Sanandha palace was built by King Rama as a private garden of king to spent time at
luxury place, it was formally the inner palace as the residence, it was large, beautifully decorated,
connected with canals, had large water pond in the middle, precious variety of flowers, plants
and other expensive types of floras and plants that became the symbol of Suan Sunandha palace
and university. The flowers were used for development of perfumes according to the culture and
also for exports. The fragrances from the garden are well-known, essential oils from plants used for
healing. The wisdom originated in Sunandha palace that belongs to the royal society. The food
found to be helping for development of Thai traditional medicine, the literature shows that wisdom
of therapy technique at Sunandha palace that discover the Thai traditional medicine. The food
elements also based on high nutrition that produces good health. The studies have highlighted
that Thai traditional medicine uses flower and plants from the royal garden, and the food elements
also entail the medical perspective (Promdao, 2016). The food and beverage SEMs of Thailand
play major role in economy and important part of food industry that contribute in the national
income, it contributes in GDP by 37% and provide employment to the nation as the industry consist
on more than 116,000 enterprises. The food industry of Thailand popular for its innovative products
under new product development process (Chaochotechuang & Mariano, 2016).
The studies have highlighted the food and beverage industry of Thailand as an important factor
for tourists because spending on food is quite higher than other expenses. The importance and
image of royal food has been stated before in the current study, the researcher hasn’t come
across any study that empirically investigated the adoption of Thai food and Thai food image. The
current study assumes that Thai food image influence the adoption of Thai food. It has been
reported in the prior literature that foreigners love Thai food, and royal cuisine food at Suan
Sunandha palace has royal image with medically supportive food elements (Sirinaphaphan &
Lertputtarak, 2018). The royal Thai cuisine considered as healthy, that helps in treatment that is
prepared with extracted elements of plants, flowers and herbs. So therefore, it is established that
royal Thai cuisine possess the medical food properties as it was inherited from Suan Sunandha
palace. The prior findings have revealed that royal Thai cuisine has may types in food, including
rice, fresh tamarind paste, fresh steam vegetables, hot soup TOM-Tam, sweet fried beef, salted
eggs, herbal vegetables, lemon grass salad, and winged bean salad. The vegetables from royal
Thai cuisine extracted from medicinal plants, such as garlic, galangal, lemon grass, chili, pepper,
fresh tamarind, lemon, citron, onion, turmeric, ripe tamarind and bergamot exocarp. These
vegetables in Thai cuisine possess medicinal properties that relates to the appetite, constipation,
carminative, cough, abdominal colic, cholesterol and blood sugar, gastritis, asthma, urinary
disease, digestion, blood circulation, sore throat, diabetes, dizziness, inflammation and vomiting
(Promsorn & Fakkham, 2020).
The above literature shows the importance of royal Thai cuisine from Suan Sunandha palace and
processing makes it useful medically, so therefore, the Thai food image is important to investigate
as it plays important role in developing the adoption attitude of tourists. So, on the base above
literature following hypothesis is derived:
736Sittisom, W.; Mekhum, W.; and Horadal, P. (2021) The Innovation of Thai Royal Food Cuisine Processing …
H1: The Royal Thai cuisine image influence the adoption of Thai food by Australian tourists
Hygiene Factor of Thai Food and Adoption of Thai Food
The study incorporated the hygiene factor of royal Thai cuisine to assess the adoption intention of
Australian tourists. The prior studies have highlighted eight attributes including amenities, logistics,
core tourism, experience, information, value for money, hospitality and hygiene that contribute in
quality food and gain the attention of visitors towards the destination. The destination quality
depends upon the perception, satisfaction and influence the behavioral intention. The food
hygiene factor is crucial in any industry and hospitality industry has to pay attention towards their
hygiene factor that creates positive word of mouth. The unhygienic food may cause disease like
epidemic and the issue can get much bigger for the visitors. The hygiene factors are very less
discussed in perspective of tourism but the importance is higher and sensitive towards the health
related issues (Shuting, Kang, & Kim, 2018). Further, the study claimed that there are limited number
of studies that focused on the hygiene factors.
The prior study conducted on hygiene food cruise, that food must be hygienic to protect the
health of participants. The study reported that hygiene factor is considered and valued higher
than any other factor due to the sensitivity towards health (Shuting et al., 2018). Similarly, the
current study argues that hygiene food is necessary for tourists, the unhygienic food causes health
concerns of the visitors, so therefore, it is highly impactful factor towards the intention and
adoption of specific food. Another study aimed to investigate the relationship between food
sensitivity and hygiene behavior. The visitors eat different food items, so the expiry dates are very
important, the different food items have their own elements, so it is necessary to have information
about hygiene perspective of the food. The food hygiene factor has been highlighted as one of
the important and sensitive predictor of hygiene behavior, means that prior of food selection the
hygiene factor has to be considered. The study suggested that hygiene factor should be carried
out in domestic kitchen and food. The behavior is crucial for improvement of hygiene factor to
prevent foodborne diseases (Ammann, Siegrist, & Hartmann, 2019). The above literature leads
towards following hypothesis:
H2: The Royal Thai cuisine hygiene factor influence the adoption of Thai food by Australian tourists
Moderating Role of Mobile Application Usage
The current business practices involve the technology utilization, the mobile application usage to
promote the Suan Sanundha royal cuisine. The royal cuisine in Suan Sunandha palace is
combination of modern and Western culture with royal recipes with Thai ingredients. The Thai food
is loved by various foreigners and visitors adopt the food to consume it due to its mild and soft
taste. The taste and hygiene factor with medicinal properties of food at royal cuisine makes is
unique and outstanding. The food elements of the royal cuisine consists of variety of food with
healthy herbs, that has less tendency of fatness and prime focus is on vegetables that enable
food with higher level of nutritional value and medicinal properties (Promsorn & Fakkham, 2020).
The involvement of technology and internet with effective communication has increased in
recent decade. The users prefer to use internet for searching websites, mobile application usage
has increased to identify the tourist spot, food or use online services to fulfill their demand. The
large number of users adopt the mobile applications to access the royal cuisine of Suan
Sunandha, that shows the intention of visitors to get information online through website or through
online mobile applications, that can play role in assessing the visitors and increase the customer
base (Yuan, 2018). The prior literature is very limited in explaining the relationship and role of
technology or mobile application to predict the adoption of Thai royal cuisine among foreigners.
The literature highlighted that ease of use, and perceived usefulness of mobile application can
influence the intention of an individual visitor to stay or enjoy the food with natural herbs at Suan
Sunandha Royal cuisine (Uiphanit et al., 2021).
The current study argues that mobile application usage behavior of visitors believed to be
influential and strengthen the relationship between independent and dependent variables. The
usage behavior of mobile application expected to strengthen the relationship between Thai Food
image and adoption of Thai food, similarly the hygiene factor of Thai food expected to predict
strongly adoption behavior of Australian visitors with the involvement of mobile application usage
737© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
behavior. So therefore, following hypotheses are derived:
H3: The usage behavior of mobile application influences the adoption of Thai food by Australian
tourists
H4: The usage behavior of mobile application moderates the relationship between Thai food
image and adoption of Thai food by Australian tourists
H5: The usage behavior of mobile application moderates the relationship between hygiene factor
and adoption of Thai food by Australian tourists
Research Framework
Usage behavior
of mobile
application
Thai Food
image
Adoption of Thai
Food
Hygiene Food
Fig 1: Research Framework
The research framework demonstrates the relationships to be examined in the study. The
dependent variable adoption of Thai food, the independent variables include Thai food image,
hygiene food of royal Thai cuisine, and the moderation variable usage behavior of mobile
application to assess the relationship strength between exogenous and endogenous constructs.
Research Methodology
The current study is quantitative in nature, the data was collected through questionnaire from
Australian national visitors visiting Thailand, the sample included long-term tourists and residents.
The simple random sampling technique was employed and 300 responses were collected to
analyze the data and relationship between constructs. The measurement scales of each
construct were adopted from previous studies.
Measurement Scales
The measurement scale of adoption of Thai food was adopted from the study of (Arpanutud,
Keeratipibul, Charoensupaya, & Taylor, 2009) with 05 items. The 08 items measurement scale of
Thai food image was adopted from (Ratchatakulpat, Yongyingprasert, & Wadeecharoen, 2018).
The 04 items measurement scale of hygiene factor in Thai food was adopted from (Mishra, 2013).
The 05 items measurement scale of mobile app usage was adopted from the study of (Uiphanit
et al., 2021).
Analysis And Discussion
This section of the study entails the analysis of collected data. The section consists of two sections,
the first section determines the construct reliability and validity and second section investigates
the relationship between constructs of the framework.
738Sittisom, W.; Mekhum, W.; and Horadal, P. (2021) The Innovation of Thai Royal Food Cuisine Processing …
Measurement Model Assessment
This section determines the construct reliability and validity through PSL-algorithm by assessing the
values of Cronbach alpha, composite reliability and average variance extracted. The values of
alpha, and CR must remain higher than 0.70 and AVE must remain higher than 0.50 for acceptable
reliability (Hair, Risher, Sarstedt, & Ringle, 2019). The table 1 demonstrates the values for alpha, CR
and AVE
Table 1:
Alpha, CR And AVE
S# Constructs α CR AVE
1 AoTF 0.792 0.856 0.564
2 HF 0.945 0.961 0.859
3 MAU 0.947 0.959 0.824
4 TFI 0.928 0.940 0.664
Note: AoTF (adoption of Thai food), HF (hygiene food), MAU (Mobile application usage), TFI (Thai
Food image)
The above table demonstrates that all constructs meet the requirement of alpha, CR and AVE, so
therefore, it satisfies the reliability cutoff point and all constructs are reliable.
Discriminant Validity
The square root of AVE must remain higher than correlational values of other constructs, the
intersect value should remain higher than other values of same column for acceptance of
discriminant validity (Fornell & Larcker, 1981). The table 2 presents the discriminant validity
Table 2:
Constructs AoTF HF MAU TFI
AoTF 0.751
HF 0.503 0.927
MAU 0.513 0.717 0.908
TFI 0.518 0.498 0.528 0.815
Note: AoTF (adoption of Thai food), HF (hygiene food), MAU (Mobile application usage), TFI (Thai
Food image)
The above table shows that the square root of AVE higher than correlation values of other
variables, that satisfy the condition for discriminant validity.
Measurement model
The figure 2 presents the measurement model
739© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
Figure 2: measurement model: Note: AoTF (adoption of Thai food), HF (hygiene food), MAU
(Mobile application usage), TFI (Thai Food image)
Structural Equation Model (SEM)
This section of the study investigates the relationship between constructs of the framework. All
direct and moderating hypotheses are examined in this section. The first part of the SEM section
investigates the direct relationship and second half of the current section investigates the
moderation role of usage behavior of mobile application adoption.
Direct Relationship Testing
The table 3 demonstrates the direct hypotheses relationships and examined on the base of β, t-
value and p-value, the value for β shows the direction of the relationship and t-value must remain
higher than 1.96 for acceptable significance, the p-value must remain lower than 0.05 for
acceptability of significance as error margin is 5% in social sciences (Hair et al., 2019).
Table 3:
Direct hypothesis
S# Hypotheses β t-value p-value Remarks
1 TFIAoTF 0.310 4.183 0.000 Sig
2 HFAoTF 0.202 2.194 0.029 Sig
3 MAUAoTF 0.204 2.260 0.024 Sig
Note: AoTF (adoption of Thai food), HF (hygiene food), MAU (Mobile application usage), TFI (Thai
Food image)
H1: The Royal Thai cuisine image influence the adoption of Thai food by Australian tourists
Hypothesis 1, the results show that (β = 0.310, t-value = 4.183, p-value = 0.000), the t-value found
to be higher than cutoff points, so therefore, the hypothesis is accepted on statistical grounds.
H2: The Royal Thai cuisine hygiene factor influence the adoption of Thai food by Australian tourists
Hypothesis 2, the results show that (β = 0.202, t-value = 2.194, p-value = 0.029), the t-value found
to be higher than cutoff points, so therefore, the hypothesis is accepted on statistical grounds.
H3: The usage behavior of mobile application influences the adoption of Thai food by Australian
tourists
Hypothesis 3, the results show that (β = 0.204, t-value = 2.260, p-value = 0.024), the t-value found
to be higher than cutoff points, so therefore, the hypothesis is accepted on statistical grounds.
Moderation role investigation. This section presents the moderation role of usage behavior of
mobile application between independent and dependent variables. Table 4 presents the
moderation results.
740Sittisom, W.; Mekhum, W.; and Horadal, P. (2021) The Innovation of Thai Royal Food Cuisine Processing …
Table 4:
Moderation effect
S# Hypotheses β t-value p-value Remarks
1 TFI*MAUAoTF 0.193 3.939 0.000 Sig
2 HF*MAUAoTF 0.113 1.920 0.055 In-Sig
Note: AoTF (adoption of Thai food), HF (hygiene food), MAU (Mobile application usage), TFI (Thai
Food image)
H4: The usage behavior of mobile application moderates the relationship between Thai food
image and adoption of Thai food by Australian tourists. Hypothesis 4, the results show that (β =
0.193, t-value = 3.939, p-value = 0.000), the t-value found to be higher than cutoff points, so
therefore, the hypothesis is accepted on statistical grounds.
H5: The usage behavior of mobile application moderates the relationship between hygiene factor
and adoption of Thai food by Australian tourists. Hypothesis 5, the results show that (β = 0.113, t-
value = 1.920, p-value = 0.055), the t-value found to be lower than cutoff points, so therefore, the
hypothesis is rejected on statistical grounds.
The structural equation model is shown below in figure 3
Figure 3: measurement model: Note: AoTF (adoption of Thai food), HF (hygiene food), MAU
(Mobile application usage), TFI (Thai Food image)
Conclusion
The prime concern of the study is to assess the adoption of Royal Thai Cuisine among Australian
visitors, the study incorporated the literature on worth of Thai food, the ingredients of the Thai food
prepared at Royal Suan Sunandha palace that possess the medicinal elements that provides the
cure against various diseases. The study examined the influence of Thai food image and hygiene
food factor to predict the adoption of Thai food among foreigners. The study also considered
mobile app usage to access the royal palace Suan Sunandha Thailand for information as modern
practices involve utilization of technology-based applications. The research paper found that Thai
food image and hygiene factor influence the adoption intention of Australian visitors, and
moderation effect is reported by mobile application usage behavior between Thai food image
and adoption of Thai food, but no moderation is observed between hygiene factor and adoption
of Thai food among Australian visitors.
741© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
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