The Charm of Phetchaburi’s Local Foods: The Added Value of Phetchaburi Local Foods based on Storytelling Innovation for Enhancement of Creative Cultural Tourism

Abstract

This research was conducted to 1) investigate the local wisdom and creative cultural capital of Phetchaburi local foods 2) develop added value for local foods through the use of storytelling innovation 3) develop the innovation of storytelling and its application and 4) test and evaluate the tourist activities, routes and exhibition of local foods for promoting the creative cultural tourism of Phetchaburi Province. The research process was divided into 4 stages as follows: The first stage was to investigate the local cultural capital and wisdom. The first informant group consisted of local entrepreneurs, community leaders and folk philosophers and accounted for 44 persons and the second group was 400 Thai tourists. The research instruments were in- depth interviewing, structural questionnaire and document analysis. The second stage was to develop and increase the added value of local foods. The target group was 20 entrepreneurs of local foods. The research instruments were structural questionnaire and in-depth interviewing. The third stage was to develop the innovation of storytelling, create an E-Book and other media applications. The participants were 5 experts and 400 tourists. The instruments were evaluation of the quality of applications and tourist satisfaction. The fourth stage was to test and evaluate the tourist activities, routes and exhibition of local foods of Phetchaburi Province. The participants were 15 tourists. The instruments were evaluation of the tourist satisfaction. The collected data was analyzed with the computer program of social science. The analyzed data was presented into percentage, mean, standard deviation and content analysis.