Guidelines for Promoting Isaan Food Tourism as a Soft Power of Mueang District, Khon Kaen Province Guidelines for Promoting Isaan Food Tourism as a Soft Power of Mueang District, Khon Kaen Province

Abstract

This study aims to propose guidelines for promoting Isaan food tourism in Mueang District, Khon Kaen Province, to push it to become a soft power. The study aims to analyze the potential of Isaan food tourism components and propose guidelines for promoting tourism to become a soft power in the area. The research uses Mix Method Research. The quantitative sample consists of 400 tourists in Mueang District, Khon Kaen Province, and the main informants include 9 Isaan restaurant operators and government and private agencies. The research results found that the potential of the components of Isaan food tourism emphasizes service and the use of quality local ingredients to create a memorable experience for tourists. Although most entrepreneurs still rely on word-of-mouth more than using technology or social media, they have tried to adapt to increase the variety of local menus. The results of the hypothesis testing found that the experience of consuming Isaan food and the identity of Isaan food both have a positive impact on food tourism, with the experience of consuming Isaan food having the most influence. The guidelines for promoting Isaan food tourism to become soft power suggest creating awareness of Isaan food, developing the marketing potential of Isaan food entrepreneurs, and promoting the identity of Isaan food to create sustainable tourism and promote good experiences for tourists.