Identity Communication of Chantaburi Local Food in Tourism Context

Abstract

The objectives of this qualitative research were to present the results recognition identity of Chanthaburi Local Food and Communication of Chantaburi Local Food in Tourism Context. Research methods through document analysis and in-depth interviews totaling 47 people include consisting local community groups, restaurant entrepreneurs, government organizations, Educational Institutions and Tourist Groups. The research analysis were used the concept of Identity and the Theory of capital.

The results were found that the perception of the Insider and Outsider in order  to know the consistent local food identity of Chanthaburi include; Braised Pork Belly with Cowa Leaves, Sticky Crab Noodles, Liang Noodle, Boiled chicken with cardamom, Salt & Chili Seasoned Rice, Snake Fruit in Syrup, Jelly nut Calamondin fruit, and Seafood. There are 9 dimensions of identity communication include Communicate identity through raw material, cooking process, unique taste, lifestyle and ethnicity, the strange or lost menu, Same other but with something different, kitchen of the Eastern,  city of food secure, and a city of herbal food. The communication identity also shows the commitment to the locality through food culture. There is accumulation and conversion of capital into tourism products that are their own identity.