This qualitative research aimed to study the transformation and agricultural extension strategies of Thai desserts for global markets in Thailand by collecting documents and observations at tourist attractions. The content analysis showed that there were 3 strategies as follows: 1) Marketing strategy for tourists to buy Thai desserts for a cultural souvenir. 2) Physical Transformation as the design of Thai desserts has changed to be more authentic and delicate to attract the consumers. The transformation referred to the cultural hybridization of Thai and Western desserts. 3) Thai desserts as cultural experiences of each part of Thailand where local ingredients can be value-added with story-telling of each location so that local recipes can be preserved. These agricultural extension strategies are beneficial for Thai farmers who wish to earn more income from tourism and processing Thai desserts as cultural souvenirs.

Authors:
Nilobon Vongpattaranon, Kasetsart University, Thailand

About the Presenter(s)
Dr. Nilobon is a Bangkok-based university lecturer who specializes in Communication Arts and Performing Arts before transferring her experience to Agricultural Extension. Her area of expertise also includes Urban Design, Cultural and Media Studies.

See this presentation on the full schedule – Saturday Schedule

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