กลยุทธ์ในการพัฒนาการจัดงานเทศกาลอาหารถิ่นในเขตปริมณฑล
Strategies for the Development of Local Food Festivals in The Metropolitan Area
Keywords:
งานเทศกาลอาหารถิ่น, คุณภาพของงานเทศกาล, ภาพลักษณ์ของงานเทศกาล, ความพึงพอใจของผู้เข้าร่วมงาน, ความภักดีของผู้เข้าร่วมงาน, Festival Quality, Festival Image, Participants’ Satisfaction, Participants’ Loyalty, Local Food FestivalAbstract
การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษากลยุทธ์ในการพัฒนาการจัดงานเทศกาลอาหารถิ่น จากมุมมองของผู้มีส่วนเกี่ยวข้องในการจัดงานเทศกาลอาหารถิ่น ทั้งนี้เป็นการศึกษาเชิงคุณภาพที่เลือกใช้ยุทธศาสตร์การวิจัยแบบกรณีศึกษา ซึ่งประชากรและกลุ่มตัวอย่างในการศึกษาครั้งนี้เป็นผู้มีส่วนได้ส่วนเสียในการจัดงานเทศกาลอาหารถิ่น ได้แก่ ภาครัฐ ภาคเอกชน ชุมชน ผู้ประกอบการ ฯ ที่มีประสบการณ์ในด้านการพัฒนาอุตสาหกรรมอีเวนต์ในประเทศไทย และมีบทบาทในการเป็นเจ้าของพื้นที่และผู้ให้การต้อนรับผู้เข้าร่วมงานเทศกาลอาหารถิ่น ซึ่งอยู่ในพื้นที่เขตปริมณฑล ประกอบไปด้วย จังหวัดนครปฐม จังหวัดนนทบุรี จังหวัดปทุมธานี จังหวัดสมุทรปราการ และจังหวัดสมุทรสาคร โดยมีผู้ให้ข้อมูลหลักจำนวน 11 คน จากการกำหนดผู้ให้ข้อมูลหลัก ที่มีความสอดคล้องกับตัวแทนในการศึกษา และใช้การเลือกกลุ่มตัวอย่างแบบสโนว์บอลล์ร่วม ซึ่งใช้การสัมภาษณ์เชิงลึกในการเก็บข้อมูลผ่านการสร้างข้อคำถาม และนำผลมาวิเคราะห์เนื้อหา การตีความข้อสรุป และจำแนกชนิดข้อมูล เพื่อหาข้อคิดเห็น ข้อเสนอแนะ รวมถึงข้อแนะนำ ผลการวิเคราะห์สามารถสรุปกลยุทธ์ในการพัฒนาการจัดงานเทศกาลอาหารถิ่นได้เป็น 4 ด้าน ได้แก่ 1) กลยุทธ์การพัฒนาศักยภาพและยกระดับคุณภาพของงานเทศกาลอาหารถิ่นให้มีคุณภาพ 2) กลยุทธ์การเพิ่มขีดความสามารถในการรองรับของสถานที่และสิ่งอำนวยความสะดวก 3) กลยุทธ์การบูรณาการการจัดงานเทศกาลอาหารถิ่นโดยสร้างความร่วมมือกับภาคีเครือข่าย 4) กลยุทธ์การส่งเสริมการตลาดและการประชาสัมพันธ์งานเทศกาลอาหารถิ่น โดยกลยุทธ์ดังกล่าวจะสามารถช่วยให้ผู้จัดงานสามารถยกระดับคุณภาพ สร้างภาพลักษณ์ที่ดี สร้างความพึงพอใจให้กับผู้เข้าร่วมงาน และสามารถสร้างความภักดี เพื่อให้เข้าร่วมงานซ้ำแก่ผู้เข้าร่วมงานได้ในอนาคต The objectives of this study were to study the development guidelines for local food festivals from local food festival stakeholders' viewpoints. This qualitative study employed a case study methodology. The population and sample group in this study are stakeholders in organizing local food festivals, including public sector, private sector, communities, entrepreneurs who have experience in developing the event industry in Thailand and own the area of the destination in the metropolitan area, consisting of Nakhon Pathom, Nonthaburi, Pathum Thani, Samut Prakan, and Samut Sakhon. 11 key informants from the designation of the key informants corresponding to the representatives in the study and a joint snowball sample selection was used. There are in-depth interviews to collect data through creating questions and analyzing the content, interpreting conclusions, and classifying data to find opinions, suggestions, and recommendations. Qualitative analysis was employed to investigate local food festival recommendations which can be divided into 4 components; 1) increasing the potential and quality of local food festivals, 2) upgrading the locations and facilities ability reach the participants' need, 3) integrating local food festivals by cooperating with network partners, and 4) providing public relations to promote local food festivals. The findings of this research can be applied to further study for supporting food festival events in the future and can be adapted to prepare better the upcoming festival.References
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