Developing Creative Innovations in Local Food Culture Along Ancient Trade Routes in Buriram Province to Enhance Commercial Competitiveness

Abstract

This research aimed to investigate the context of the ancient trade route's local food culture in Buriram Province, the development of creative innovations within it, and propose guidelines for enhancing commercial competitiveness through a mixed-method research approach, consisting of qualitative research and participatory action research. Data were collected through interviews, focus groups, and participatory workshops. The study utilized purposive sampling to select participants. This involved recruiting 82 individuals for in-depth interviews and 11 for focus group discussions. The data was analyzed through the lens of descriptive statistics and content analysis, and findings were presented through narrative description.

The study's findings indicated that: 1) The ancient trade routes were characterized by distinctive local cultural foods that manifested diverse local identities, such as crispy pork, banana curry with free-range chicken, and Khmer-style rice noodles. 2) Creative innovation in the local food culture of the ancient trade route was generated by integrating prominent local cultural foods (Thai, Khmer, and Chinese) via PDCA process innovation, leading to the organization of a full course of traditional dishes utilizing primary ingredients sourced from the community, and 3) The approach to improving commercial competitiveness will focus on three factors: 1) cost, 2) service quality, and 3) service innovation.