Article Strategies for Value-Added of Food Products with Cultural Capital by Souvenir Shops in Phuket Strategies for Value-Added of Food Products with Cultural Capital by Souvenir Shops in Phuket

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Pitchaya Chonpracha


Souvenir businesses are linked to tourism because varieties of local food have been established as souvenirs. The researchers wanted to find a way to develop the value-added model. The primary purposes of this research were firstly to study the history of a souvenir shop in Phuket. Secondly, to study strategies for creating value-added souvenirs based on the cultural capital of local food, and lastly, to study new ideas for planning to create value-added souvenirs based on the cultural capital of local food. In this research, the researchers focused on the Phuket area. The research sample consisted of three souvenir stores in Phuket, forty clients, and four knowledgeable individuals. The research tools were interview forms for three different target groups. The item objective congruence (IOC) index was employed to determine content validity (IOC). Content analysis and summaries were employed in data analysis.

Research results indicated that the family migrated from China about 80 years ago to do a cuisine business, which developed into a souvenir shop. The family has a business in trading, so they pass on their knowledge and experience to their children. The store's target audience is both Thai and foreign tourists. The souvenir shop used cultural capital that indicated overseas Chinese in selling food products but did not give precedence to public relations. Souvenirs are developing food packaging, public relations, and food quality to stimulate sales. The development strategies include product, price, place, promotion, packaging, personal, public relations, power, or 8P marketing strategies.

Food quality has developed to reflect overseas Chinese identity more. The price is based on the market itself to Increase distribution channels by using more online platforms with promotions to reduce product prices and offer free shipping. Souvenir shop owners follow the trend of producing packaging that is eco-designed and can prolong its shelf life. Train employees to have a service mindset and retain experienced employees. Increase the story of food products to be attractive to consumers. Established group to build the relationship to have a connection.

Furthermore, the researchers also expected that this paper will help the reader understand more about local cultural capital and help to conserve it for the people in the next generation. In addition, when tourists visit Phuket, they can learn about the culture and understand the local ways of life from the cultural capital, especially the local foods, which are popular souvenir in Phuket. Tourists get to experience the culture of Phuket, where tourists can bring their experiences to share with family, friends, and relatives with souvenirs. Souvenirs are like memories and impressions of their visits in Phuket Island. Food souvenirs are part of cultural tourism that showcases the local cultural identity.

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Chonpracha, P. (2023). Article Strategies for Value-Added of Food Products with Cultural Capital by Souvenir Shops in Phuket: Strategies for Value-Added of Food Products with Cultural Capital by Souvenir Shops in Phuket. Al-HIKMAH Journal, 13(25), 1–21. Retrieved from
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