Thainess and Local Wisdoms Integration through Food Supply Chain for Tourism Adding Value and Value Creation Approach
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Abstract
The research objectives aim to study the local ingredients in the research area to apply and add value to local food. Then, it has been analyzed the method to develop food supply chain into food tourism. Moreover, this research analyzed value added gastronomic tourism in Thainess. This study used qualitative research with in-depth interview and focus groups to find ways to integrate Thainess and local wisdom by studying local food supply chain to add value and value creation. Then, this research presented food as an example in designing the tourism experience. It purposes to access the local stories through human senses, also adds value in the tourist attraction and local Thai food as well. It enhances the value of local identity that can be expressed through food art. The research is based on the three pillars of the Thai way of life: nature, life, and art. It is a framework for research in case studies in three areas based on the criteria of capitalism and the level of tourism development, including Mueang District in Chiang Mai Province, Mueang District in SamutSongkhram Province, and Ban Rai Kong Khing community in Chiangmai Province. These research findings uncovered local raw materials for value added to local menus for tourists in each area. Through the process of searching for content, conceptualizing all concept and designing is a strategic approach to drive the Thainess and integrate tourism goods and services.
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