Factors Related to the Approach to Promote the Use of Vegetables and Herbs to Enhance the Healthy Food Menu: The Case of the Tourist Attraction in the Tapi Basin

Abstract

This study aimed to investigate the factors associated with promoting the use of local vegetables and herbs to enhance healthy menus in the Tapi River Basin tourist areas. A cross-sectional study design was employed, using cluster sampling to collect data from 185 participants, including restaurant operators and related stakeholders. Data were collected using a structured questionnaire and analyzed using descriptive statistics (frequencies and percentages) and Pearson’s Chi-square tests, with a significance level set at 0.05.

The results revealed that eight local vegetables and herbs were most commonly used in healthy dishes in the area: Melientha suavis (Pak Liang), Diplazium esculentum (Pak Kut), Coccinia grandis (Tamlueng), lemongrass, winged bean, galangal, holy basil, and bay leaf. Several factors showed statistically significant associations (p<0.01) with the promotion of herbal usage in healthy menu development, including Bachelor’s degree or higher, duration of business operation, knowledge of herb benefits and usage, attitudes towards herbal use, and environmental influences such as consumer demand, exposure to promotional media, and awareness of government policies. Participants with higher levels of knowledge and positive attitudes were more likely to support herbal menu promotion. Those who had been exposed to tourism promotion media or were aware of related policies also showed stronger positive attitudes. The findings suggested that integrating these factors into local development strategies could support sustainable health tourism and strengthen the local economy through the value-added use of indigenous herbs and vegetables.