Development of tourism souvenir products with innovation to enhance the value-added local resources

Abstract

          The objectives of this research were 1) to study tourism souvenirs purchasing behavior of Thai tourists 2) to propose the development of Nong Yang Suea community tourism souvenir products with innovation to add value to local resources, and 3) to propose the strategy for development of Nong Yang Suea community tourism souvenir products with innovation to add value to local resources.. The sample group was Thai tourists and members of Nong Yang Suea Community Enterprise collected by using in-depth interviews and focus group discussion. Data analysis includes Taxonomy analysis together with content analysis.

The results revealed that Thai tourists who had purchased souvenir products from tourism in Thailand want to buy food products as tourism souvenir and decide to buy by themselves from considering the packaging, price and taste of the product, respectively. Moreover, they preferred buying tourism souvenir products in tourist attractions or souvenir centers. According to the community needs analysis and the assessment of the strengths, weaknesses, opportunities and threats of community souvenir products, it was found that the marketing strategies that were suitable for the marketing environment, budget and personnel abilities were 1) the development of healthy food from mulberry and cow's milk as tourism souvenir products 2) connecting Agrotourism routes to Khao Yai 3) increasing online channels for distribution and connecting new tourist markets 4) organizing product development and online marketing training 5) developing unique tourism souvenir products, and 6) enhancing farmers’ entrepreneurship The prototype of the tourism souvenir product is Jelly Gummy Mulberry Yogurt using molecular gastronomy, fermentation technology, and innovative packaging design.