Communication of Community Identity Food Products for Promoting Tourism in Saraburi Province

Abstract

This research aimed to study and compile data on food ingredients that reflect the identity of local communities in Saraburi Province, to develop and create food products embodying this community identity, to conduct market trials of the developed food products, and to formulate communication guidelines for promoting Saraburi tourism. The study employed a mixed-methods approach, combining qualitative research with research and development (R&D). The target groups included 13 experts and local leaders, 35 community members participating in knowledge transfer activities, and 100 tourists and consumers who participated in the product prototype market trial. Data analysis utilized content analysis and statistical methods, including frequency, percentage, mean, and standard deviation. The research findings indicated that four main local food identity ingredients were identified: Jek Cheuy Saraburi Rice, Saraburi Aromatic Taro, Wild Melientha (Pak Wan Pa), and Nam Dok Mai Mango. A total of 13 prototype food products were successfully developed and created, including Aromatic Taro Baked Rice, Aromatic Taro Tart, Sweet Corn Tart, Wild Melientha Tart, Aromatic Taro Pie, Sweet Corn Pie, Wild Melientha Pie, Aromatic Taro Pork Hoi Jo, Aromatic Taro and Grain Hoi Jo, Noodles from Aromatic Taro Flour, Tom Yum Flavored Jek Cheuy Rice Crisps, Aromatic Taro Tuiles, and Mango Flavored Singapore Chendol. Market trial results revealed that tourists expressed a high level of satisfaction with the identity food products. The most suitable communication approach was found to be centered on Storytelling, with key elements being the emphasis on Geographical Indication (GI) certification for Jek Cheuy Rice and the Specific Origin of Aromatic Taro from Nong Saeng soil. This was complemented by communicating the Innovation of the products and linking them to Gastronomy Tourism activities to serve as an incentive for travel to the area.