Guidelines for the Promotion of Creative Gastronomy Tourism: A Case Study of Lao Vien Ethnic Group in Muang Ngam Sub-district, Sao Hai District, Saraburi Province

Abstract

This study aims to initiate guidelines for the promotion of creative gastronomy tourism in Lao Vien Muang Ngam community. The qualitative research method is employed by collecting data through field study, observations, in-depth interviews and focus group discussion. The results indicates that 1) ethnic Lao Vien in Muang Ngam should promote creative gastronomy tourism as the agricultural community in the form of farmer tourism that has the distinction of being an area planting “Jek Chuey Sao Hai Rice” registered as a geographical indication (GI); 2) New tourism activities that related to the seasons or festivals should be created.  In addition, tourism activities should be designed to suit their target groups consisting of students, study groups and family groups; 3) Value creation of local food products from the design and development of food products related to “Jek Chuey Sao Hai Rice” and present the identity of ethnic Lao Vien; 4) development of local personnel in youth groups to participate in tourism management; 5) Public relations and marketing to continuously promote tourism through online media to make the attraction widely known; 6) Health and safety of local food including standardized service to drive tourism through ethnic identity in food, way of life and culture that can stimulate the economy of the agricultural community and generate sustainable conservation of rice that are unique resources of the community.