GUIDELINES FOR DEVELOPING THE CAPABILITY OF LOCAL-CUISINE RESTAURANT ENTREPRENEURS TO ENHANCE SUSTAINABLE COMPETITIVE ADVANTAGE : A CASE STUDY OF MAHASARAKHAM PROVINCE
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Abstract
Isan local cuisine represents a distinctive cultural identity that reflects the heritage of its communities and plays a significant role in driving the creative economy at both local and regional levels. However, the current competitive landscape of the food industry has been challenged by shifting consumer behaviors, advancements in digital technologies, and rising standards of food hygiene and safety. These dynamics require local Isan restaurant entrepreneurs to systematically enhance their operational capacity in order to maintain sustainable competitiveness. This study aims to: (1) To study the current conditions of local Isan restaurant operations in Maha Sarakham Province, (2) To study consumer needs regarding the consumption of local Isan food, and (3) To propose guidelines for developing the capacities of local Isan restaurant entrepreneurs in order to enhance sustainable competitiveness. A mixed-methods approach was employed, consisting of quantitative data collection from 400 consumers through questionnaires, and qualitative data obtained from in-depth interviews and focus group discussions. The findings reveal that most entrepreneurs lack systematic cost management, standardized hygiene practices, and strategic branding approaches. Meanwhile, consumers place high importance on authentic taste, food safety, value for money, and restaurant atmosphere. These insights highlight the need for improvement in both product quality and service experience. Based on the results, the study proposes eight strategic development dimensions: (1) Product and Identity Development, (2) Food Safety and Hygiene Management, (3) Restaurant Management, (4) Human Capital Development, (5) Marketing and Branding, (6) Networking and Stakeholder Engagement, (7) Customer Responsiveness, and (8) Sustainability and Value Creation. These strategies can be practically applied to strengthen the creative economy and promote regional food tourism in a sustainable manner.
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นลิขสิทธิ์ของคณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยราชภัฏศรีสะเกษ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ก่อนเท่านั้น
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