Developing a new economic tourism route on the ‘Laitang’ application through the culture of consuming Isan food to sustainably enhance economic value for the community - Year 2.

Abstract

This research article focuses on creating a food tourism route in Maha Sarakham Province, highlighting Isan cuisine that features beef, a key aspect of the region’s food culture. The project's goal is to enhance tourism and support the local economy through technology and marketing efforts. An app named "Lai Thang" was created to gather details about restaurants, menus, and routes for tourists, as well as to produce various promotional materials to advertise both the app and the restaurants. The study involved 20 participating restaurants in Maha Sarakham Province and 297 users of the "LaiTang" app. The findings show that the app and marketing materials were well-received by users and restaurants involved in the project. User satisfaction was high, with an average rating of 4.88 out of 5. An assessment of the 14 restaurants in 2023 indicated that most saw stable or increased revenues following their participation, with 5% reporting higher sales, 80% maintaining their sales, and 15% experiencing a decrease. This suggests that the project has been effective in boosting the local economy. Overall, this research helps advance food tourism in Maha Sarakham Province and adds economic value to the local community.