Development of Potential of Thai Foods Innovation Using Ingredients From The Southern Border Provinces of Thailand for The Chinese Market
The objectives of the research are as followed: 1) to search for the unique authentic local cuisine of the southern border provinces of Thailand that are still popular today, 2) to create innovative applied Thai food menu with ingredients or raw materials from the southern border provinces of Thailand that are suitable for the consumer market in the People's Republic of China, 3) to test the Chinese consumer market regarding consumer behavior towards applied southern Thai food innovations In the international food festival activities (International Food Festival), 4) to disseminate research results in the form of academic services by giving training in China and in Thailand, 5) to analyze the development of the potential of Thai food innovation by using herbal ingredients from the southern border provinces of Thailand for the Chinese market. This research is a mixed method research, In Thailand, data collected from the leader of the food business entrepreneurs, representative from sub-district administration organization community, housewives groups, OTOP community enterprises, traditional local food experts in the southern border provinces, a working group from the SBPAC. In China, data collected from 4 Chinese provinces chefs and consumers. The research tools consisted of field study record form, in-depth interview, recipe recording form, questionnaire for consumer opinions and satisfaction and the group discussion recording form.
The research results found that the identity of the original local cuisine from southern border provinces of Thailand have 37 menus. There are 5 categories of the raw material of local have an opportunity to make a condiment in cooking in China. The Chinese chefs have developed 40 menus from Thai ingredients. The results of the Chinese consumer market test on consumers behavior on applied Thai food innovations in the International food festival, 2 times found that the consumers were in a high level of satisfaction. The dissemination of research results in the form of academic services by giving training 2 times found that the participants were satisfied with the training courses at a high level.The guidelines for the development of the potential of applied southern Thai food innovations for export are 1) creating cooperation between all parts in the development of raw materials that have been selected to have quality and standards ready for export, 2)setting up departments for product inspection and quality guarantee for export and 3) establishing a distribution center in China.
Keywords - Thai Food Innovation, Ingredients of Thai Food, the Southern Border Provinces of Thailand, Chinese Market.