สำนักงานราชบัณทิตยสภา

The Journal of the Royal Institute of Thailand Volume IV - 2012 161  Americans consumed more processed Thai food products and adopted Thai cooking into their homes. Moreover, the fi ndings found the indifference in learning beyond food consumption. Yet, food activity is pleasurable. Since Thai food has become a social interest, it is prospective to say that it is a gateway, or a fi rst step to learn about Thai culture and Thailand. However, cultural appreciation is the key to a high degree of food acculturation and marketing. Thai food is dissimilar with the basics of American food culture, especially in terms of ingredients and cooking style. It is possible that the adoption of Thai food will encounter a long period of stagnation before diffusion. Some respondents suggested that it would occur when the next generations grew up with Thai food. In conclusion, since there are many ethnic foods in America , Thai marketers must comprehend American consumers, their culture, as well as Thai food and cultural symbolism, in order to enhance the values of Thai food. Limitation and recommendations Language barriers and dif fi culties in interpreting other cultures propose major risks for a cross-cultural research. Moreover, regarding the nature of qualitative research, the rigorous research process and audit, data triangulation, and extended period in the fi eld can enhance trustworthiness. Also, it is a stepping stone for further quantitative research. Re fl ecting on Chinese food which has been in America for over one hundred years and remained an ethnic food, in order to enhance long-term sustainability, the Thai food industry needs additional research to clarify consumer motivation, explore market segments, and de fi ne favourable product elements and marketing activities . Also, Americans demonstrate the feeling of a ‘lack of culture.’ Fortunately, they have good attitudes towards Thai culture and value authenticity. Thus, Thai producers should be aware of the risks in favouring customers and customising until cultural identity is lost. Yet, forcing Thai culture on Americans is also risky. To be more complete, comparative research about preferential elements towards authentic, Americanised, and fusion food is required . Ratiwan Watanasin