The Holistic Development Strategy for Improving Local Food Quality of Talat Jinda Subdistrict, Nakhon Pathom Province To Add Value for Tourism

Abstract

This research has primarily aimed 1) to propose a holistic development approach enhancing the quality of local food in Talat Jinda with increasing tourism value; and 2) to perform the local food development, packaging brand in Talat Jinda subdistrict. The participatory operational research was used. The data collection was used by survey, in-depth interviews, and group conversation. The data have been analyzed by using SWOT analysis, data synthesis, and content analysis. The results revealed that the important approach enhanced the holistic development and the quality of local food in Talat Jinda subdistrict. It could increase tourism value including 1) activities should be organized and allowed people in Talat Jinda community to participate in the local food conservation, 2) workshops should organize the traditional local food for the younger generation, 3) activities should disseminate information on the local cuisine both people in Talat Jinda community and other people outside the community, and 4) activities should exchange procedures and methods of cooking of the similar type. Meanwhile, the community wanted to develop and conserve local food, including brand design and packaging to add value the dessert (Rhoom), an ancient recipe which was almost rare item. It has been only prepared in auspicious festival and tradition. Therefore, the packaging and branding have been redesigned. They have been developed in terms of pattern, color, shape, and label.