An Approach to Building Awareness of Koh Samui’s Local Food to Promote Gastronomy Tourism: A Case Study of Koh Samui
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Abstract
The objectives of this research were to: 1) investigate the ingredients used in the local cuisine of Koh Samui, 2) analyze the components of local food tourism in Koh Samui, and 3) identify strategies for promoting food tourism in the Koh Samui area. The research was conducted using a mixed-methods approach, which included qualitative research through in-depth interviews with local residents who had lived in Koh Samui for at least 30 years. The data were analyzed using thematic analysis, and triangulation was employed to verify the validity of the data. The results revealed that Koh Samui’s local cuisine is diverse and reflects the island’s culture, lifestyle, and traditional wisdom. The primary ingredients used in these dishes are mainly sourced from the island’s natural resources, such as seafood and native vegetables. The unique flavors of the local cuisine highlight Koh Samui’s rich cultural heritage. Moreover, food tourism serves as a key strategy to stimulate the local economy and enhance “Soft Power” by adding value to the grassroots economy. This study suggests several approaches to raising awareness of local cuisine through creative marketing, the development of food tourism routes, and the integration of digital technology in promotional efforts. These strategies aim to position Koh Samui as a sustainable and competitive destination for food tourism on a global scale.
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