PEOPLE’S PARTICIPATION IN GASTRONOMY TOURISM OF KHOK MUANG COMMUNITY,JORAKHAY MAK SUB-DISTRICT, PRAKHONCHAI DISTRICT, BURIRAM PROVINCE

Abstract

 The purposes of this research were: (1) to develop gastronomy tourism activities of Khok Muang Community, Jorakhay Mak Sub-district, Prakhonchai District, Buriram Province; (2) to develop public relations materials involving gastronomy tourism with participation of people in the community; and (3) to evaluate tourism activities through public relations materials with participation of people in the community. With respect to methodology, this qualitative research made use of content analysis, document research, in-depth interview, participant observation, and focus group discussion. included 71 persons. Results of the study revealed that in developing gastronomy tourism activities of Khok Muang Community, five dishes, including crispy rice cracker topped with pickled shrimp and sweet grated coconut, chicken spicy salad with mango, backyard chicken soup with young tamarind, fried pickled shrimp with extra ingredients, and Naai Hoy chili dip, which could enhance tourists’ memorable food experiences and be linked to tourism as if opening a gate to truly experience local culture. These dishes were capable of connecting tourists with local people through sharing of food culture and experience, promoting local culture, and creating and inheriting cultural production and consumption of the community. Creation of different dishes was a way to exhibit an outstanding image of a tourist attraction and contribute to a unique characteristic in a highly competitive market. Activities offered to tourists were as follows: Day 1: (1) trying crispy rice cracker topped with pickled shrimp and sweet grated coconut and butterfly pea flowers with lemon juice, (2) learning how to make chicken spicy salad with mango, (3) tasting backyard chicken soup with young tamarind, (4) making fried pickled shrimp with extra ingredients, and (5) learning how to make crispy rice cracker topped with pickled shrimp and sweet grated coconut; Day 2: (1) visiting natural sources of raw materials within the community, (2) taking bicycle tour around the community’s fresh market, (3) having a local breakfast, (4) experiencing community lifestyle via local food from community chefs, and (5) wrapping Naai Hoy chili dip with palm leaves and learning about the background of the chili dip. Public relations materials of the gastronomy tourism activities were developed in the forms of brochures and video presentations,