Decoding the Multiculturalism of Talat Phlu's Local Cuisine Through Storytelling: A Case Study on Enhancing the Grassroots Economy via Culinary Tourism

Abstract

This research article aims to 1) decode the context of local food multiculturalism, 2) analyze the patterns and strategies of local food storytelling, and 3) propose guidelines for developing local food storytellers to enhance the grassroots economy in Talat Phlu area through food tourism, using a qualitative research and participatory action research (PAR). The research results show that 1) Talat Phlu area is characterized by its multicultural culinary diversity, which can be decoded through semiotic analysis of food symbolism, cooking methods, ingredients, and historical contexts that reflect distinct ethnic identities. The decoded data was validated through participatory verification processes with community stakeholders. 2) The different formats and strategies for storytelling through important figures, organizing community activities that allow tourists to participate directly, and using digital media to communicate and publicize to attract tourists. And 3) Guidelines for developing food storytellers should focus on developing cultural knowledge, effective communication skills, using digital technology, and building networks of cooperation in the community.