A local cuisine tourism approach to authenticity and a sense of place for Postmodern gastronomy in I-SAN Thailand

Abstract

This study aims to study local cuisine culture in the Chiang Khan District of Loei Province in Northeastern Thailand by performing an examination and analysis through the use of external and internal environment analysis (SWOT Analysis) and by creating awareness and stimulating interest in Gastronomic Tourism. This type of tourism is an international phenomenon that has an obvious process of development and garners a positive impact on the economy at the national level. In addition, cultural heritage has played a positive role because tourism focuses on creating food experiences, which help to attract tourists and to encourage them to buy products and services. This article focuses on the development of local cuisine in the Chiang Khan District of Loei Province in Northeastern Thailand which has a concept of adding value to local cuisine by studying the conditions and potential of local cuisine tourism, by examining the situations and trends surrounding tourism, by exploring the area’s potential for tourism, and by conducting an environmental analysis in order to assess tourism potential of local cuisine tourism. Loei, which is very important for cultural tourism and traditions due to its famous tourist attractions, expresses a unique way of life within the community. However, in terms of tourism development, the province is still having several problems. For example, it lacks public collaboration for which mutual understanding is required. Therefore, knowledge regarding the importance of tourism and tourism development needs to be provided to the local people. In this way, tourism has the potential of becoming sustainably developed. Local cuisine has the potential to increase social sustainability by linking relationships among diverse groups of people and by promoting a conducive environment for living together. Food is a top priority for all tourism activities. Some tourists visit certain tourist attractions to solely try the foods offered to them. This creates opportunities to develop foods and promote destinations where local cuisine can be exploited via carefully crafted marketing and public relations.