Development of Local Food to Promote Tourism in Ubon Ratchatani Province
Article Sidebar
Main Article Content
Abstract
This research article aimed to 1) investigate local food conditions in Ubon Ratchathani Province, and 2) study local food development to promote tourism in Ubon Ratchathani Province. The study employed a quantitative research model. The data were collected with questionnaires administering to 150 informants. Statistics used in data analysis were frequency, mean, percentage, standard deviation. and simple regression analysis
The results revealed that 1) for investigating the local food conditions in Ubon Ratchathani, the budget for local food was 101 -200 baht per person per day. Duration for the local food was lunch time. The favorite flavors were salty and spicy; the favorite local food was Larb, spicy minced pork with chopped vegetables; and 2) for investigating development of the local food to promote tourism in Ubon Ratchathani Province, the informants’ opinions towards the local food development to promote tourism in Ubon Ratchathani Province were at the highest level in all aspects as follows: motivation ( =4.69 S.D.=0.46), culture (
=4.74 S.D.=0.43), originality of the food (
=4.76 S.D.=0.42), management and marketing (
=4.76 S.D.=0.42), and clear target identification (
=4.76 S.D.=0.42). Therefore, the development of local food for promoting tourism in Ubon Ratchathani Province should include activities about lunch meal with local food, Larb in particular. In addition, There should be integration of local identity and culture, traditional food preservation, management and marketing, and setting clear goals of the site.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions expressed in the articles published by The Journal of MCU Peace Studies, are of responsibility by such authors but not the editors and do not necessarily reflect those of the editors.
References
Afshardoost, M., & Eshaghi, M. S. (2020). Destination Image and Tourist Behavioural Intentions: A Meta-Analysis. Tourism Management, 81(5), 1-10.
Alzbeta, K., & Hamarneh, L. (2017). Local Gastronomy as a Prerequisite of Food Tourism Development in the Czech Republic. Marketing and Innovation Management, 2, 15-26.
Ayse, N. (2019). The Effect of Local Food on Tourism: Gaziantep Case Yoresel Yemeklerin Turizme Etkisi: Gaziantep Ornegi. Gaziantep University Journal of Social Sciences, 18(4), 1611-1625.
Birce, G. A. (2019). Factors that Influence Local Food Consumption Motivation and Its Effects on Travel Intentions. ANATOLIA, 30(3), 358-367.
Boonchom, S. (1992). Principles of Preliminary Research. (3rd ed). Bangkok: Suweeriyasart Printing.
Chaichana, P. (2021). Guidelines for the Development of Food Tourism in Songkhla’s Old Town. (Master’s Thesis). Social Development Administration Prince of Songkla University. Songkla.
Economic Division, Ministry of Tourism and Sports. (2022). Number of Tourists Visiting the Province Ubon Ratchathani 2022 Compared to 2021. Bangkok: High Speed Laser Print Co., Ltd.
Ellisa, A., Parkb, E., Kimc, S., & Yeomanb, L. (2018). What Is Food Tourism. Tourism Management, 68, 250–263.
Garner, B., & Ayala, C. (2019). Regional Tourism at the Farmers’ Market: Consumers’ Preferences for Local Food Products. International Journal of Culture, Tourism and Hospitality Research, 13(1), 37-54.
Gurkan, A. (2016). Analysis of Sure & True Experiences of Tourists from Different Nations in Turkey from the Sustainable Gastronomy Tourism Perspective. Mehmet Akif Ersoy Universitesi Sosyal Bilimler Enstitusu Dergisi, 8(15), 164-175.
Katika, K., & Siripen, D. (2021) The Development of Gastronomy Tourism Destination with the Uniqueness of Local Food. NRRU Community Research Journal, 15(3), 144-157.
Ketsanee, S., Sonthiya, S., & Kanchana K. (2020). The Participatory Development of Local Food to Support Cultural-Creative Tourism in Lampang Province. Mekong-Salween Civilization Studies Journal, 10, 52-173.
Khemarat District Community Development Office. (2023). Report on the Number of Tourists in the First Quarter. Copy Documents.
Khemchira, N., Suwaphat, S., & Yuvadee, J. (2019). The Guidelines to Promote Tourism in Ubon Ratchathani to Conform to the Visitor Behavior. Journal of Liberal Arts, Ubon Ratchatani University, 15(2), 276-338.
Kingkanok, S., Jiradon, T., & Natnaree, S. (2018). A Comparative Study in Gastronomy Tourism Potentiality between Mizusawa Udon, Mizusawa District, Gunma Prefecture, Japan and Khao Soi, Muang Chiangmai District, Chiangmai Province, Thailand. Dusit Thani College Journal, 12(Special Issue), 340-355.
Ministry of Tourism & Sport. (2017). Creative Tourism Destination Management. Bangkok: Academic Groups and Tourist Attractions Standards Tourism Development Division.
Nanoln, D. (2021). The Model of Tourist Local Food Destination Image in Thailand. (Doctoral Dissertation). Silpakorn University. Bangkok.
Pannee, S. et al. (2016). Gastronomic Tourism. Tourism Economy Report, 4, 38-45.
Puangrat, T. (2000). Methods of Research in Behavioral and Social Sciences. Bangkok: University Educational and Psychological Testing Center Srinakharinwirot University.
Ruengsak, K., & Sisikka, W. (2019). Management of Cultural Tourism Areas in Khemarat, Ubon Ratchathani Province. Journal of MCU Social Science Review, 8(1), 252-262.
Saimai, K., & Yanee, K. (2022). Representative of Khemarat Community Leaders Khemarat District. Interview. October 8.
Supakanya, K., Anothai, H., & Thumwimon, S. (2022). A Causal Analysis of Factors Affecting the Success of the Tourism Industry Business in the Northeastern Region of Thailand. Journal of MCU Peace Studies, 10(1), 268-280.
Supawan, M. (2014). Gastronomy Tourism Strategic Development: Enhancing Opportunities for Tourism Industry in Thailand. (Master’s Thesis). Naresuan University. Phitsanulok.
Ubon Ratchathani Provincial Office Strategy and Information Division for Provincial Development. (2021). Ubon Ratchathani Provincial Development Plan 2018-2022 (Revised Edition, Fiscal Year 2021). Ubon Ratchathani: Ubon Ratchathani Provincial Office Strategy and Information Division for Provincial Development.
Ubon Ratchathani Provincial Tourism and Sports Office. (2022). The Number of Tourists Visiting Ubon Ratchathani Province in 2021. Retrieved November 4, 2020, from https://ubonratchathani.mots.go.th/more_news.php
Wassana, T., Prayat, S., & Pattarakan, C. (2020). Upgrading Ethnic Food from Local Knowledge to Tourism Activities in Chiang Rai. Journal of Home Economic, 66(1), 50-63.
