Strategies for Value-Added of Food Products with Cultural Capital by Souvenir Shops in Phuket

Abstract

This researcher used qualitative research. The purpose of this research was to study the history of a souvenir shop in Phuket. Second, research methods for developing value-added keepsakes based on local food's cultural capital, and last, research new ideas for planning to generate value-added souvenirs based on local food's cultural capital. In this research focused on the Phuket. The research sample included three Phuket souvenir shops, forty-five customers, and three knowledgeable personnel. Interview forms were used for souvenir store owners, visitors who came to buy souvenirs, and knowledgeable individuals. Determine the criteria for considering the interview draft's conformance evaluation form. Assign points to three levels based on consistency measured by the IOC (Index of Item Objective Congruence). Data analysis involves interpretation, data analysis, conclusions, and discussion. It was discovered that the famous souvenir shop has been open for 80 years. The visibility of business opportunities using cultural capital to add product value requires people skilled and able to use cooking skills handed down from generation to generation. Shop marketing operations Every shop has a unique presentation of Phuket in its products. One thing all shops have in common is that they remain local in terms of recipes, flavors, and production processes. There is a strategy to adjust the distribution method, adjust the proactive plan strategy in E-Commerce or online media, responding to the trend of the elderly society resulting from the epidemic situation that occurred, causing adjustments to create opportunities for selling products online by adjusting production patterns, packaging products to be standardized, product types, and raw materials used to be more diverse. Regarding the new concept of planning to create value-added souvenirs according to the cultural capital of local food, it was found that entrepreneurs see business opportunities that use cultural capital to increase product value. There is an update. Develop the appearance of the product to be modern. From raw materials to packaging design, modify the packaging to be attractive to customers to emphasize product quality preservation that maintains the original, individual packaging for easy portability. Bringing food science into product development Community participation in cultural capital, online sales channels, and competitor information Bringing cultural capital to add value and knowledge in business administration. The target audience will change to be more diverse. Business operations planning becomes more complex. The information must be accurate to make decisions about network systems, various strategies, sales techniques, and distribution channels. The 8P business management experience will be developed as various elements of doing business change according to global social trends.