Identity Communication of Fusion Restaurants in Pattani Province

Abstract

Identity communication is the expression of one's distinctive and unique identity, which sets them apart from others. It is conveyed through messages or symbols that facilitate mutual understanding within society. Identity communication holds significant for fusion restaurant businesses, particularly when it comes to advertising and promoting products and services to attract customers' attention. This research aims to analyze the identity and identity communication methods employed by fusion restaurants. The research was conducted by using semi-structured interviews to gather information from restaurant entrepreneurs and employees of fusion restaurants in Pattani province. A total of 5 restaurants were included, with 2 participants from each restaurant, resulting in a sample size of 10 informants. The findings revealed that the identity of fusion restaurants can be categorized into three types: the identity of product and service quality, Halal food identity, and the cultural identity of the southern border provinces. These identities are communicated to consumers through various channels, including verbal, written, and symbolic communications, both offline and through social media platforms. Among the online media platforms, Facebook, Line, and Instagram are the most popular, reaching people from all backgrounds. Online media has become the primary medium widely utilized by people in the present day.