Creating Perceived Value by Developing Authenticity for Local Food in Khao Kho, Petchabun Province, through Story-telling

Abstract

A study of “Value-added Creation : Authenticity Developing by Story-Telling for Local Food in Khao Kho, Petchabun Province” is qualitative research applying in-depth interviews as well as focus group interviews among selected key informants in accordance with relevant document investigation.

            The finding reveals the widely well-known local foods as “Khao-Luem-Pou” (Forgetting-husband Rice) and “Fak-Meo” (Meo’s Chayote). The stories relevant to those foods are connected firmly to the belief and the way of life of people in particular area. The story standing for “Khao-Luem-Pou”, for instance, is conveyed the normative duty of housewife in terms of preparing the meal for her husband. But due to the palatability of such rice, she ate all the rice by completely forgetting to spare some for her husband. Meanwhile, the story standing for “Fak-Meo”is conveyed as the ease of its cultivation. These stories obviously reflect the truly perceived values rooted in those foods and sense of community. Especially, the values which inherited continually, originally, reliably, and naturally can help develop the authenticity for the local foods.