An Analysis of Consumer Preferences and Expectations for Chinese Banquet Cuisine in Contemporary Thai Social Events

Abstract

This research was conducted with the aim of examining two main objectives: first, to study the key components that contribute to the popularity of Chinese banquet meals in Thai social events; and second, to explore the expectations participants have regarding Chinese banquet meals at such events.The study employed a qualitative research approach, utilizing in-depth interviews with 15 individuals who had prior experience attending Chinese banquet-style gatherings. Through thematic analysis of the interview data, several key findings emerged. The components that contribute to the popularity of Chinese banquet meals in Thai social events were identified as the style of catering, the variety and appeal of the menu, the taste of the food, the quality of service, and the standard of cleanliness. These elements reflect the cultural importance of Chinese banquets in Thai society, where food presentation, abundance, and communal sharing are highly valued. Regarding expectations, participants emphasized several critical factors. These include the convenience provided during service, effective coordination among service staff, the courtesy and attentiveness shown to guests, the adequacy and clarity of information provided, the overall quality of the service experience, and the cost of attending or organizing the banquet. These factors collectively shape guests' satisfaction and influence their overall perception of the event.In conclusion, the research highlights that both tangible aspects, such as food quality and cleanliness, and intangible aspects, such as service attitude and coordination, play significant roles in meeting guests' expectations at Chinese banquet events. Understanding these components offers valuable insights for event organizers, caterers, and service providers aiming to enhance the guest experience at Thai social gatherings.