Development of Innovative Communication of Thai Phuan Identity Food through Community Participation

Abstract

This research objection was to study the innovative communication of Thai Phuan food identity through participatory approaches within the community of Tambon Koh Wai, Pak Phli District, Nakhon Nayok Province. This study employed participatory action research utilizing both quantitative and qualitative methods. Data were collected through interviews with 11 individuals—including community leaders, local experts, and representatives from relevant public and private agencies—as well as through a community group meeting involving 30 participants and a survey of 400 tourists in Bangkok. The result found that Thai Phuan community in Nakhon Nayok Province has a distinctive Thai Phuan food identity, Pla Ra (particularly fermented fish paste) which they call "Pla Dae Phuan." This is because the Thai Phuan people migrated from Xieng Khouang, Lao People's Democratic Republic about 200 years ago and bringing their cultural identity include their cuisine. Therefore, the Thai Phuan people of Nakhon Nayok Province favor to have Pla Dae, which has a recipe and flavor different from Isaan region recipe. It is a staple food in the Phuan people's households. Thai Phuan cuisine is often only found at traditional religious ceremonies and limit its popularity among tourists. Therefore, the community had group meetings to design innovative communication strategies. The conclusion was to produce promotional materials about Pla Dae Phuan to introduce to tourists and promote tourism and including innovative communication through the design of characters or food characters that can represent the unique identity of Thai Phuan cuisine. This serves as a model for modern communication that aligns with contemporary communication trends.