Enhancing Development of Local Food based on Cultural Uniqueness in Upper North-Eastern Cluster 1

Abstract

This research aimed at identifying a prototype of local food based on cultural identity and developing a new prototype in Upper Northeastern Cluster 1 which consists of Udon Thani Province, Nong Khai Province, Bueng Kan Province, Nong Bua Lamphu Province, and Loei Province. This research adopted qualitative research method: focus groups, participatory observation, semi-structured selection interviews to collect the data and analyzed by content analysis technique. The population and sample of each province consists of 3 members of the jury, 1 representative from the governor, 2 media representatives, 30 representatives from the community with experience in local cooking to welcome tourists, and 12 representatives from stakeholders by purposive sampling. The findings revealed that there were 15 prototypes of local food based on cultural identity in Upper Northeastern Cluster (from 3 prototypes per province, which consists of 2 meat diet and 1 sweet dish in each of the 5 provinces). The results revealed that the food items that were developed in the local food model were able to deliver value in creating food to suit the lifestyles of today's consumers.