THE GATEWAY FOR THE SOUTHERN THAI DISH “TAO-KUA”: THROUGH THE CREATIVE CULTURAL TOURISM IN SONGKHLA PROVINCE

Abstract

The objectives of this article were to develop the local food “Tao Kua” through creative cultural tourism. Using qualitative and mixed method research by collecting data from the questionnaire of 156 consumers and tourist and the focus group of the 12 representatives of Government and private companies (total of 168 people) 1) From the questionnaires: 1.1) “Tao Kua” is the most popular food over 45 years consumers. 1.2) The consumers prefer the fusion food pattern to the original pattern. 1.3) The consumers are more interested in the modern design than the old style. 1.4) Zero of consumers interested in the project of “Tao-Kua” without charged 2) From the focus group: 2.1) There are two types of food patterns; the first is the traditional method and the second is to create and change the appearance, flavour to a type of fusion food that is suitable for the lifestyle and taste of the next generation. 2.2) Consumption patterns: there are two types of consumers and consumption characteristics. For older consumers, the taste is the most important aspect of “Tao Kua”, with original seasoning. The new generation of consumers, apart from taste, they also focus on appearance, creative cooking, nutritional status and restaurant atmosphere. 2.3) The marketing patterns use the new marketing plan 5A theory and digital technology using multimedia technology and innovations for helping build business and promoting the economy. Culinary economy is the key strategy to open the door to local cuisine “Tao Kua” through creative travel culture in the main Province in Songkhla.