The Use of Local Food Storytelling to Promote Cultural Tourism: A Case Study of Jaehom’s Crab Chili Paste

Abstract

This research titled “The use of local food storytelling to promote cultural tourism: a case study of  Jaehom’s crab chili paste” aimed to study and present a local food photography techniques as the element of the local food --crab chili paste-- story to promote cultural tourism.

The creation of crab chili paste story was made from in-depth interview of the head of Jaehom’s group that made crab chili paste. In addition, the study of local food photography technics as the element of the local food story was implemented by using crab chili paste as an ingredient to cook local food and fusion food. All food cooked were photographed and the photos were selected to produce public relations media which were then evaluated by the sample group.

            The findings implied that to create the story of Jaehom’s crab chili paste to promote cultural tourism should include (1) a story of place (2) the photograph as a media (3) the unique story and (4) the topics that must be written are nutrition and health aspects, eat culture aspect, local wisdom aspect, and cultural tourism aspect.

The results suggest that factors that are most important for creating effective food porn are: (1) an angle of photo shot (2) the composition (3) the food presentation technic (consist of the presentation of food ingredients, side dishes, and food itself).

            The opinion survey carried out in relation to the crab chili paste public relations media revealed that the participants agreed at the high level that crab chili paste dishes could be used as a means of cultural identification as well as used to promote cultural tourism.