Developing Tourism Potential through Food Culture: Integrating Creative Economy and Circular Economy Approaches in Chanthaburi Province

Abstract

Gastronomy tourism has emerged as an important mechanism for strengthening local economies by linking agriculture, food culture, and tourism experiences. Integrating circular economy (CE) principles into gastronomy tourism can enhance sustainability by reducing resource waste and strengthening local food systems. This study aims to (1) assess the readiness of local restaurants to adopt circular economy and Agriculture–Gastronomy–Food–Experience–Culture (AGFEC) concepts and (2) propose policy recommendations to support the transition toward sustainable gastronomy tourism in Chanthaburi Province, Thailand. A mixed-method approach was employed, combining field surveys, stakeholder interviews, and consumer questionnaires. Eight restaurants in Mueang and Tha Mai districts were evaluated using a structured readiness framework, while consumer perceptions were collected from 152 respondents who had dining experience in local restaurants. The results show that local restaurants demonstrate high readiness for CE and AGFEC adoption, with readiness scores ranging from 80 to 95 out of 100 points. Common circular practices include the use of locally sourced ingredients, waste separation, and recyclable packaging. Consumer perceptions show a generally positive attitude toward circular gastronomy initiatives (mean = 3.62), although willingness to pay additional costs for environmentally friendly packaging remains limited. The findings highlight the strong potential of Chanthaburi Province to develop circular gastronomy tourism and emphasize the importance of infrastructure development, entrepreneurial support, community capacity building, and sustainable marketing strategies.

Highlights
• This study examines the readiness of local restaurants in Chanthaburi Province to adopt circular economy and AGFEC concepts in gastronomy tourism development.
• Empirical findings show high readiness levels among restaurants, with evaluation scores ranging from 80–95 out of 100.
• Local sourcing, waste separation, and recyclable packaging are the most common circular practices in restaurant operations.
• Consumer perceptions toward circular gastronomy practices are generally positive (mean = 3.62), though willingness to pay additional costs for eco-packaging remains limited.
• The study proposes policy guidelines for developing circular gastronomy tourism systems and strengthening local food-based economic development.