in Food Culture Heritage
24/05/58
Urapree Prapasawasdi
Chulalongkorn University
1
Personal Perceiving Behavior data
in food culture heritage
• Most people
search any
information from
internet
• They perceive
knowledge and
get in touch with
others by social
network.
24/05/58
2
Personal Perceiving Behavior data
in food culture heritage
• Individual using the Internet, total and
percentage, 2005-2014
24/05/58
3
Personal Perceiving Behavior data
in food culture heritage
•
Internet users in Thailand
percentage
Mobile users
Millions
Computer users
Internet users
2010
2011
2012
2013
2014
Source: National Statistical Office, Thailand 2014
YEAR
Personal Perceiving Behavior data
in food culture heritage
• One of the famous products in Thailand is
food.
• Thailand is an agricultural country and the
government support Thailand to become
‘Kitchen of the world’
24/05/58
5
Personal Perceiving Behavior data
in food culture heritage
• Local culture heritage is the brand and
effects to that region area
• The image is also the brand which
stimulates marketing and economy
24/05/58
6
Personal Perceiving Behavior data
in food culture heritage
objectives
• To investigate the relationship among
factors--attitude, subject norm,
expectation, perceive value and
demographic:
• To examine the use of searching any
information from internet.
24/05/58
7
Personal Perceiving Behavior data
in food culture heritage
• Theory of planned behavior is used for
predicting behavior (TPB)
• Technology acceptance model is used for
checking web service to understand how
users come to accept and use the
technology (TAM)
24/05/58
8
Personal Perceiving Behavior data
in food culture heritage
24/05/58
Phase 1
Phase 2
Phase 3
Qualitative
Quantitative
NPD
In-depth
interview
Survey
Research
New Product
Development
9
• Methodology
3
Target &
Location
Food
specialists
10
Consumers
5
Local
Food
Sellers
5
Local
Mentors
24/05/58
10
Personal Perceiving Behavior data
in food culture heritage
3
In-depth
interview
Food
Specialists
5
Local
Mentors
10
Consumers
5
Local
food
Sellers
24/05/58
To find the relationship among the 4 groups
11
Personal Perceiving Behavior data
in food culture heritage
• To get the best heritage local food method
Local mentors have tacit knowledge about
local food and telling story to transfer to next
generation. They have more experiences
and specialist in Northern Thai local food.
People can perceive their knowledge from
them.
24/05/58
12
Personal Perceiving Behavior data
in food culture heritage
• Food specialists are well known in food.
They are lecturers.They do many
researches about food and history of food.
They can tell the important things about
food and predict trend of food.
24/05/58
13
Personal Perceiving Behavior data
in food culture heritage
• Local food sellers have sufficiency to learn
with local mentors or and distribute
Northern Thai local food to people.
24/05/58
14
Personal Perceiving Behavior data
in food culture heritage
• Consumers are the person who perceive
knowledge and help local food heritage to
the next generation. They are the key to
consume and distribute local food to
people such as suggest tourists to try local
food.
24/05/58
15
Personal Perceiving Behavior data
in food culture heritage
• Result
• Culture and local food are deeply relationship in
each other. Local food show the easy way of life
• The immense strength of Northern Thai local food is
its taste. The food specialists are also
view that such local food has its value, useful,
and unique ingredient
• Local food sellers improve the taste suitable
for their styles
24/05/58
16
Personal Perceiving Behavior data
in food culture heritage
• Result
• People know traditional food because of the
tradition; New Year festival, Songkran festival or
winter
• Norms and Belief of the community is also effected
to consume local food such as the meaning of local
food name
• Important information in website; Materials, Source
of Material, Recipes, Ingredients, Method and Story
24/05/58
17
telling
Personal Perceiving Behavior data
in food culture heritage
Personal Economy
- Support
Community
Local food Heritage
Food Specialists
- Support Sellers
- Apply knowledge
- Apply knowledge
Exchange Materials; vegetables, recipes, method, or telling story
Local Mentors
Sources of
Materials
- Support Demand
- Perceive
knowledge
Good Appetize
-Sources of
Materials
-Perception of
local food origin
24/05/58
-Telling story
Local Sellers
Experience
Consumers
Where to eat?
18
Personal Perceiving Behavior data
in food culture heritage
• Conclusion
– Database is the link between food and culture
that transfer information to people
Local Mentors
Telling story, method, recipes,
ingredients, experience, method,
materials
Tacit Knowledge
-
Food specialists
Tacit Knowledge
Local food
Heritage
Database
Center
24/05/58
Family
Community
People
Explicit Knowledge
-
Open sources; website,
books, television, other
medias
19
Personal Perceiving Behavior data
in food culture heritage
- Future Research
24/05/58
Phase 1
Phase 2
Phase 3
Qualitative
Quantitative
NPD
In-depth
interview
Survey
Research
New Product
Development
20
Personal Perceiving Behavior data
in food culture heritage
• Further Research
– Study the quantitative of people to know what
they are searching for
– Design the database system
– Design website
24/05/58
21
Q&A
24/05/58
22