Using Storytelling Marketing Concepts to Promote Thai Cuisine in 4 Regions
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Published:
Apr 10, 2020
Keywords:
Local Food, Storytelling, Revenues increase, Menu Engineering, Food tourism
Main Article Content
Abstract
It is undeniable that Thai cuisine is one of the most popular and favorite food of people all over the world. Using storytelling to strengthen in Thai dishes will allow foreigner or travelers to experiences of authenticity, inspirational and creativity in each individual dish. As a consequent, storytelling is one of the most powerful marketing tools that can help to reflect the individuality of Authentic Thai cuisine. Therefore, apply a content marketing approach will add value to a brand amazingly and create the uniqueness story to dishes. Especially, in different part of regional cuisine has its own characteristic identity. According to the cultural and traditional way of life. Moreover, the different food sources and materials from different part of four regions that blended in Thai cuisine. For example, it can be the variety of ingredients, herbs or special unique blend of tastes. In doing so, it is highly recommended for entrepreneurs to apply the storytelling concept to the principle of Menu Engineering. This will allow the opportunity to integrate the background story of each dishes into menu for add up the value to provide the best service experience to your customer
Article Details
How to Cite
Niemchai, S. . ., Panyaem, K. . ., Wattanaparb, N. . ., & Tawatnagul, T. . . (2020). Using Storytelling Marketing Concepts to Promote Thai Cuisine in 4 Regions. Dusit Thani College Journal, 13(1), 459–474. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241042
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Academic Article
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Chiang Mai, Thailand.
2. Holliman, Geraint, & Rowley, Jennifer. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), 269-293.
3. Jitnarin, Nattinee. (2011). Prevalence of overweight and obesity in Thai population: results of the National Thai Food Consumption Survey. Eating and Weight Disorders, 16(4), e242-e249.
4. Jones, Charlie, & Pimdee, Paitoon. (2017). Innovative ideas: Thailand 4.0 and the fourth industrial revolution. Asian International Journal of Social Sciences, 17(1), 4-35.
5. Koiso-Kanttila, Nina. (2004). Digital content marketing: a literature synthesis. Journal of Marketing Management, 20(1-2), 45-65.
6. Nanasombat, Suree, & Teckchuen. (2009). Antimicrobial, antioxidant and anticancer activities of Thai local vegetables. Journal of Medicinal Plants Research, 3(5), 443-449.
7. Panyaem, Kosin , Niemchai, Saranyaa, & Tawatnagu, Thaweedej (2018). Integrating of Menu Engineering and Electronic Word of Mouth Towards Restaurant Business. Dusit Thani College Journal, 12(Special), 405-418.
8. Piammongkol, Sumalika, Marks, Geoffrey , Williams, Gail, & Chongsuvivatwong, Virasakdi. (2004). Food and nutrient consumption patterns in third trimester Thai-Muslim pregnant women in rural southern Thailand. Asia Pacific journal of clinical nutrition, 13(3), 236-242.
9. Pongwiritthon, Ratthanan, Pakvipak, Pakphum, & Kantawongwan, Benyapa. (2016). Foreign Tourists’ Behaviors and Marketing Mix towards “Discover Thainess” for Tourism Development Guidelines in the Northern Region of Thailand. Journal of Community Development Research (Humanities and Social Sciences), 9(3), 127-139.
10. Pragattakomol, Ploycharas, & Taylor, Ken. (2018). The Evolution of Cultural Landscape and Built Environment Through Thai Food and Way of Living: The Case Study of Central Region of Thailand. Dusit Thani College Journal, 12(1), 124-149.
11. Printezis, Iryna, & Grebitus, Carola. (2018). Marketing Channels for Local Food. Ecological Economics, 152, 161-171.
12. Pruksorranan, Natthakan , Wisansing, Jutamas, & Vongvisitsin, Thanakarn (2017). Thainess and Local Wisdoms Integration through Food Supply Chain for Tourism Adding Value and Value Creation Approach. Journal of the faculty of Management Science, Lampang Rajabhat University, 10(2), 169-182.
13. Pulizzi, Joe. (2012). The rise of storytelling as the new marketing. Publishing research quarterly, 28(2), 116-123.
14. Puwastien, P, Raroengwichit, Monthip, Sungpuag, P, & Judprasong, K. (1999). Thai food composition tables. Salaya, Phutthamonthon: Institute of Nutrition, Mahidol University.
15. Roy, Hiran, Hall, C Michael, & Ballantine, Paul W. (2017). Trust in local food networks: The role of trust among tourism stakeholders and their impacts in purchasing decisions. Journal of Destination Marketing & Management, 6(4), 309-317.
16. Sharma, Amit, Moon, Joonho, & Strohbehn, Catherine. (2014). Restaurant's decision to purchase local foods: Influence of value chain activities. International Journal of Hospitality Management, 39, 130-143.
17. Sriboonruang, Komsun. (2014). Livelihood Strategies of Esan Farmers in Agri-food and Agro-fuel Business Context (in Thai). Walailak Journal of Social Sciences, 7(1), 51-93.
18. Yasmeen, Gisele. (2000). Not ‘From Scratch’: Thai food systems and ‘public eating’. Journal of Intercultural Studies, 21(3), 341-352.