African Journal of Hospitality, Tourism and Leisure (Mar 2020)
The strategy development of gastronomic tourism based on Tai-Dam’s ethnic indigenous identities in Thailand
Abstract
This study aimed to inter alia 1) Study the Tai-Dam’s ethnic indigenous identities in Thailand 2) Analyze the potential of gastronomy tourism of Tai-Dam’s ethnic indigenous identities in Thailand and 3) Propose a strategy development of gastronomy tourism based on Tai-Dam’s ethnic indigenous identities in Thailand. The study found that 1) Tai-Dam’s ethnic indigenous identities in Thailand consists of the rituals, Tai-Dam’s food, weaving and dress, and house styles. 2) The potential of gastronomy tourism of Tai-Dam’s ethnic indigenous identities in Thailand found that Tai-Dam ethnic groups should be developing attractiveness components due to the lack of tourism activities, souvenir products are also of a general nature and can also be easily replicated. Awareness needs to be created due to a lack of effective marketing promotion in tourism and also a lack of positive public relations. There are still a few channels for distributing food and souvenirs from the community. However there is a lack of elegant packaging and there is no logo indicating that the products are from Tai-Dam. The TaiDam community lacks knowledge and understanding in gastronomic tourism and general tourist attraction management, there is also a conflict of interest between the community leaders of the TaiDam Group. Some manufacturers are unable to explain product information effectively for tourists. The study proposes a strategy for the development of gastronomy tourism based on Tai-Dam’s ethnic indigenous identities and it should consists incorporate a logo design, setting up a group of Tai-Dam gastronomy tourism stakeholders, additional unique souvenir creation that show the identity of Tai-Dam, market expansion and good public relations development. In addition, a Tai-Dam tourism photography project can be considered, building the Tai-Dam landmark and training of personnel in the Tai-Dam community on tourism skills.
