Potential of Local Food and Guidelines for Tourism Promotion through Local Food of Muang District, Nakhon Si Thammarat Province

Abstract

This qualitative research aimed to study the potential of local food at Muang district, Nakhon Si Thammarat province and to present guidelines for tourism promotion through local food of Muang district, Nakhon Si Thammarat province. The data collecting was sought by the documents, textbooks, articles, e-documents related as well as focus group conducted
with those involved at entrepreneurs in restaurant business and experts in gastronomy tourism. The content analysis was employed to analyze the data. The finding showed that the potential of local food at Maung district, Nakhon Si Thammarat province were as follow: aspect was the accesses to the local, in Muang district, Nakhon Si Thammarat province. It is the location of important and famous for tourist attractions. As a result, there are many restaurant and entrepreneurs in restaurant business, aspect was the opportunities to attract tourists with the foods, to present the local food to attract tourists by using special events to promote tourism marketing and create brand awareness about local food, aspect was the locally eating behaviors, Now a day the culture of eating local food can still be found in cultural events and personal events, aspect was the local ingredients, local ingredients are used as main ingredients for cooking. Both raw materials from plants and raw materials from animals, aspect was the local identities, it is outstanding and unique in terms of taste. It is spicier than food in other regions of Thailand and guidelines for tourism promotion through local food of Muang district, Nakhon Si Thammarat province were as follow: guidelines for tourism promotion through local food about aspect was the accesses to the local, guidelines for tourism promotion through local food about aspect was the opportunities to attract tourists with the foods, guidelines for tourism promotion through local food about aspect was the locally eating behaviors, guidelines for tourism promotion through local food about aspect was the local ingredients and guidelines for tourism promotion through local food about aspect was the local identities.