Strategic Management Innovation for Food Cultural Tourism In Phetchaburi Province

Abstract

The objectives of this article are 1) to describe the context of strategic management innovation for food cultural tourism;  2) to identify strategic management problems in food cultural tourism in Phetchaburi Province and 3) to propose a model of  Strategic management innovation for food cultural tourism in Phetchaburi Province. This research was a qualitative research 15 key informants were government officials, entrepreneurs, community representatives and tourists. Data collection used in-depth interviews and analyze data by thematic analysis.
The results of the research found that : 1) the context of strategic management o for food cultural tourism in Phetchaburi Province that there were unique local food,  a food cultural heritage, it creates opportunities for trade and tourism in the province. 2) Problems of strategic management of in food cultural tourism in Phetchaburi Province  found that there was a lack of cooperation among agencies, Big data, creating awareness including Performance evaluation and progress monitoring. 3) The food tourism model consists of (1) having a strategy for managing food cultural tourism, (2) integrating agencies in each sector, and (3) government support.