Browsing by Author "Anong JAINAN"

Now showing 1 - 4 of 4
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    IDENTITY EXTRACTION OF KHAO SOI (NORTHERN THAI CURRY NOODLE), LANNA MULTICULTURAL FOOD WISDOM
    (International Social Sciences and Business Research Conference, 2024-08-24) Thitiworada YAISUMLEE; Saowalak KANJINA; Anong JAINAN; Sureeporn THANYAKIT; Pannee SUANPANG
    The research aimed to explore the historical background and cultural significance of Khao Soi. Qualitative methods were used, i.e., interviews with involved persons, food experts, Khao Soi entrepreneurs, gastronomic technical officers, field observations, and document analysis. The results showed that Khao Soi is a noodle recipe influenced by various cultures, including China, Islam, and Lanna. It combines local ingredients and spices traded among merchants by the end of the 19th century. This dish presents unique characteristics regarding cuisine and tastes, reflecting the way of life and cultural exchange in Lanna and nearby areas. For this reason, the identity extraction of Khao Soi is a conservation process and promotes multicultural wisdom. Also, it creates value for communities through promoting tourism and local food branding. It extends folk wisdom to the next generations to continue Khao Soi, with acceptance as a precious gastronomic symbol of the Lanna people.
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    INTERNATIONAL TOURIST BEHAVIOR TOWARD KHAO SOI (NORTHERN THAI CURRY NOODLE) CONSUMPTION FOR PROMOTING SOFT POWER OF THAILAND
    (International Social Sciences and Business Research Conference, 2024-08-24) Thitiworada YAISUMLEE; Saowalak KANJINA; Anong JAINAN; Sureeporn THANYAKIT; Pannee SUANPANG
    This quantitative research explored international tourist behavior toward Khao Soi consumption and approaches to promote the soft power of Thailand. Data on those tourists was collected. Qualitative data was collected by interviews and behavioral observation in restaurants. Four hundred sets of questionnaires were distributed. The results revealed that international tourists were interested in and hugely undertook Khao Soi consumption. They believe Khao Soi was tasty and a new, memorable experience. Most were interested in learning about the background, how to make Khao Soi, Lanna culture, and their way of life. Introducing Khao Soi to the menu and teaching how to make it at tourist attractions could increase tourists’ interest and participation. Furthermore, Khao Soi can advance Thailand’s soft power by promoting Khao Soi through marketing media and Thai food activities. Presenting the variety and charm of Thai culture through local food can help create good images and increase international acceptance. Promoting Khao Soi consumption creates income for local communities and strengthens the relationship between Thai culture and international tourists. The research mainly focuses on the significance of gastronomy as a tool to develop soft power and promote Thai culture for international recognition and acceptance.
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    THE PATH OF CULTURAL TOURISM OF “KHAO SOI” (NORTHERN THAI CURRY NOODLE) TO SOFT POWER
    (International Social Sciences and Business Research Conference, 2024-08-24) Saowalak KANJINA; Anong JAINAN; Thitiworada YAISUMLEE; Sureeporn THANYAKIT; Pannee SUANPANG
    The research aims to investigate and provide recommendations for utilizing the Khao Soi trail to enhance cultural tourism, positioning it as a tool for Thailand's soft power development in the future. The qualitative methods were used, i.e., interviews with involved persons, food experts, Khao Soi entrepreneurs, gastronomic technical officers, field study, observations, and document analysis. The results revealed that the developed path of Khao Soi can promote cultural tourism by connecting with its history and culture, e.g., famous Khao Soi restaurants, markets that offer materials for Khao Soi, and Khao Soi cooking instruction centers. Tourists get an authentic experience of making and eating Khao Soi. Simultaneously, they also learn about related activities and the background of Khao Soi. Khao Soi festivals increase tourists’ interest and participation. Using online and social media to promote the path of Khao Soi can improve perception and reach the target in a broader range. The Khao Soi initiative can be utilized as a means to promote Thailand's cultural influence, showcase the importance of Khao Soi, and highlight the allure of Thai cuisine. The goal is to work with relevant organizations and businesses to expand into international markets and enhance global perception. This research mainly focuses on the significance of using gastronomy to create soft power, promote Thai culture for international recognition and acceptance, and promote Lanna gastronomy tourism for its sustainable progress.
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    TOURIST ATTITUDES TOWARD KHAO SOI (NORTHERN THAI CURRY NOODLE) CONSUMPTION FOR PROMOTING SOFT POWER OF THAILAND
    (International Social Sciences and Business Research Conference, 2024-08-24) Saowalak KANJINA; Thitiworada YAISUMLEE; Anong JAINAN; Sureeporn THANYAKIT; Pannee SUANPANG
    This research aimed to explore tourist attitudes toward Khao Soi consumption and approaches to promote the soft power of Thailand. Khao Soi is a northern local dish with unique characteristics. This qualitative study used interviews with Thai and international tourists, behavioral observation in restaurants, and data analysis based on related documents and literature. The results revealed very positive attitudes toward Khao Soi consumption. They considered Khao Soi delicious and distinctive, providing them with a sense of connection to Lanna culture and a completely new experience. Most tourists were also interested to learn the background and how to make Khao Soi, including Lanna’s culture and way of life. Promoting Khao Soi on the menu and providing instructions on making it at tourist attractions could boost tourists’ interest and engagement. Presenting interesting information about the background and significance of Khao Soi in the context of Lanna culture created feelings of perceived value and pride in this cultural heritage. According to the results, Khao Soi can enhance Thailand’s soft power by promoting it through marketing media and Thai food activities. Besides, the variety and charm of Thai culture shine through its local cuisine, which fosters positive perceptions and enhances global embrace.