隨著泰國美食業日益受到國際讚譽，「泰國美食的價值」成為人們省思的議題。泰國是世界最大的食品出口國之一，而美食業是推動其創意經濟發展的關鍵部門之一，它在 2020 年為其創造了約 2800 億泰銖（84億美元）的收入，約占其創意經濟之經濟價值的四分之一。儘管如此，泰國卻沒有明確且具體的政策和措施以鼓勵其美食企業家將泰國文化價值觀融入其企業中，使其充分體現泰國美食價值。除此之外，顧客的投入對美食企業的進步至關重要，其影響力甚至擴及整個美食產業的發展；因此，目前有許多美食創業家正在進行跨產業合作，進行服務共創。奠基於此，本研究從「用餐者」和「瀏覽者」的感知價值視角，重新探討泰國當今的美食價值；其中，「瀏覽者」藉由觀看與泰式餐廳的相關內容以感知泰國美食文化，比「用餐者」更為敏感，他們扮演的角色在當今美食企業的業務環境中益發重要。
因此，本研究回顧了泰國政府的的官方文件，了解泰國發展創意產業的政策和措施、爬梳這些政策如何促進泰國美食企業家的發展，並採用案例研究和定性方法，探討泰國美食企業家與其他創意內容部門共同創造的客戶感知價值，為泰國美食企業家提供基於「客戶感知價值」構思的服務共創指南。
本研究發現：1）泰國政府應建立以創意服務和跨產業合作為主的美食產業政策，為泰國的創意產業提供附加價值；2）透過服務共創，泰國美食的審美、條件、歷史、地域、以及精神價值更容易地被接收與感知；3）為泰國美食創業家提供一套可用於企業發展的服務共創指南。上述發現有助於了解泰國的政策和措施該如何施行，以幫助泰國美食產業；對於將泰國美食企業家的文化價值融入其服務也具有重要意義。

"What is the value of Thai gastronomy nowadays?" Thai gastronomy is increasingly gaining international acclaim. The gastronomy industry in Thailand consistently accounts for about one-fourth of the creative economy's worth. Nevertheless, there are no concrete policies or measures in Thailand that encourage its entrepreneurs to substantially embody Thai gastronomic values into their businesses. Also, critical to the development of gastronomy businesses is customer input. As a result, it is time to investigate customer perceived value, including both diners and viewers, as viewers are becoming increasingly important in today's business environment and can perceive additional values with diners, and many gastronomy entrepreneurs are implementing service co-creation with those of other sectors.
Therefore, this study was conducted in the form of document analysis, using Thai government documents in order to identify how its policies and measures encouraged Thai gastronomy entrepreneurs. A Case study supplemented by a service design tool was employed in this study. First, an online questionnaire with customer perceived value was conducted to examine overall customers' perceptions, and the findings were divided into three clusters. Second, content analysis and semi/in-depth interviews were parallelly used to explore restaurant owner and content creators' viewpoints and attitudes as well as diner and viewer perceived value co-created by Thai gastronomy entrepreneur and those creative content sectors and establish three personas of customers. Finally, they were also used to provide Thai gastronomy entrepreneurs with service co-creation guidelines conceived and based on customer perceived value.
The study reveals that 1) Thai government should establish policies which focus on expanding and utilising the potential of gastronomy industry through the development of creative services and collaboration with other sectors to provide additional value for Thailand's creative industries as a whole; 2) aesthetic, conditional, epistemic and historical values are more clearly perceived through service co-creation than dine in the restaurants; and 3) This study concludes with service co-creation guidelines, which is mechanism: how to “co”, for Thai gastronomy entrepreneurs to employ for their business. These findings have significant implications for understanding how Thai gastronomy entrepreneur can incorporate cultural values into their services, as well as how Thai policies and measures can facilitate this process.

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