Trends and Compositions of Creative Food Innovations for Creating Consumer Experiences to Business Opportunities for Boutique Hotel Restaurants with Cannabis-Infused Menu Items

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Tharnupat Jithpakdeepornrat
Rachanon Taweephol
Phitak Siriwong


The purpose of this research was to investigate the compositional trend of creative food innovation to create consumer experience to increase business opportunities for restaurant operators in boutique hotels with cannabis-infused menu items. It was qualitative research using grounded theory methodology to generate theoretical conclusions from document research and in-depth interview methods. The samples were 30 key informants, divided into 3 groups as follows: 1) government officials involved; 2)boutique restaurant business operators in Thailand; 3) specialists and experts in operations.  Data from different literature reviews were triangulated analyzed, from in-depth interviews, and non-participant observation. The results showed that the compositional trends of creative food innovation to create consumer experience to increase business opportunities for restaurant operators in boutique hotels with cannabis-containing food items consisted of 5 elements: 1)Raw materials (Material); 2) Process (Method); 3) Experience (Memory); 4) Marketing (Marketing); 5) Communication (Message).
theoretical conclusions from documented research and in-depth interview methods. The samples were 30 key informants. Data were analyzed through triangulation from different literature reviews, in-depth interviews, and non-participant observation. The results indicated that consumers regarded food with cannabis as highly nutritious. Food preparation also incorporated new ideas, showed creativity, and was disassociated from ideas of “drug addiction.” Moreover, some entrepreneurs were involved in ongoing research about further developments in cannabis-infused menu items to create new experiences for customers, leading to better business opportunities. The benefit of this research is the results can be used as a guide in creating business opportunities for restaurant operators at boutique hotels with cannabis-containing food items which are based on five keys: 1) material, 2) method, 3) memory, 4) marketing, and 5) message.

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