The Enhancement of Herbal Beverages through Presentation Improvement and Decoration Based on Local Wisdom to Add Value for Tourism in Surin Province

Abstract

   This research investigates the enhancement of herbal beverages through improved presentation and decoration utilizing local indigenous knowledge to create added value for tourism in Surin Province. The study aimed to: (1) examine local indigenous knowledge related to herbal utilization in Surin Province, (2) analyze factors influencing local beverage consumption, and (3) develop herbal beverage products through improved presentation formats and decoration to enhance commercial value. The study employed Participatory Action Research methodology, conducted in three main phases: 1) Study of Local Wisdom: Interviews were conducted with 20 community leaders and local wisdom experts to explore the types of herbs used in the community, 2) Investigation of Consumption Factors: A survey was distributed to 400 tourists to identify key factors influencing the consumption of herbal beverages, 3) Product Development through selected suitable herbs and improved the presentation of herbal beverages by decorating glasses and containers to enhance visual appeal and add value. The research identified 16 commonly utilized herbal species within the community: turmeric, lemongrass, butterfly pea flower, aloe vera, bael fruit, roselle, centella asiatica, galangal, sappan wood, starfruit, fingerroot, kaffir lime, lime, yanang leaves, pandan leaves, and cassia leaf. Key factors influencing consumption were convenience of purchase (average = 4.55), health benefits (average = 4.01), and family/friend recommendations (average = 4.00). Four herbal species were selected for beverage development: butterfly pea flower, roselle, bael fruit, and sappan wood. The product enhancement was achieved by transforming traditional presentation methods from conventional pots or thermoses to aesthetically decorated glassware incorporating fresh herbs as visual elements, arranging them aesthetically, and selecting appropriate serving containers. These enhancements not only increased the visual appeal and perceived value of the beverages but also contributed to creating a unique product identity, effectively aligning with the expectations of the tourism market. This transformation enhanced the attractiveness of the beverages, increased their value, and created a distinctive identity that effectively appeals to and meets the expectations of tourists.