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 t 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.
The results presented as the following:
- The local wisdom and the creative cultural capital were accepted by the participants. The criteria of how to choose the local community products to develop and increase added value was set up. The demand on the Charm of Phetchaburi local foods was evaluated at a high level. The participants also agreed to the local foods based on the cultural capital at a high level. The entrepreneurs demanded the product packages be designed to suite the various kinds and properties of products. All product packages should have the light color tones, identity, local stories and brand names.
- The development and added value of local foods consisted of 25 prototype products and were chosen under
the standardized criteria. The business plan was manipulated based on the 9-field table. Many government and business
organizations participated in the research events. The local communities had their own local stories and resources with
high potentials. Each of the community products had outstanding identity that could serve the tourist demands. The
products and its packages were designed to have the united identity of “ The Charm of Phetchaburi local foods”.
- The development of storytelling innovation in the format of E-Book and other media applications were evaluated by the experts at a high level. The tourists were also satisfied with the media applications at a high level.
- From the testing and evaluation of tourist routes and exhibition of local foods, the tourists were satisfied with the activities at a high level. The routes that were popularly included the short and moderate tourist trips. This study found that tourists require Phetchaburi Province to have the exhibition and distribution points of local community products. The tourist route named “TASTE SEE AND SHOP” should be publicized, informed and disseminated for the tourists. The selling points should have the local foods such as savory foods, desserts and local gifts that have outstanding identity and are different from the general goods and these should be offered and distributed for the customers to access and buy more easily and conveniently.