Communication of Thai dessert identity to promote marketing potential: A Case study of Chanwanat and Mam grandmother Thai traditional dessert shops in Nonthaburi Province

Abstract

This study aims to study the identity communication situation of Thai dessert entrepreneurs, to study problems and obstacles in communicating the identity of Thai desserts, and to provide guidelines and promoted the communication of the identity of Thai desserts. Chanwanat Thai dessert shop and Mam grandmother Thai dessert shop in Nonthaburi province were used as a case study. This research is a qualitative research which use a case study methodology. The Data were collected through in-depth interviews and observation, used the researcher, semi-structured questions, and field observation recording formas research tools. Data were analyzed using a descriptive analysis method. The study indicated that Thai dessert entrepreneurs had several methods of communicating the identity of Thai desserts, including communicating experiences and expertise in making Thai desserts, Marketing communication by naming the shop from a legend, presenting Thai desserts from Thai ingredients and presenting the services of the Thai dessert shop which decorated the store by a variety of Thai desserts. The problems and obstacles in communicating the identity of Thai desserts were found that entrepreneurs still lack of knowledge about advertising, public relations, direct marketing, and event marketing. Therefore, we propose guidelines to promote the communication of the identity of Thai desserts to entrepreneurs with knowledge in digital media production, selecting packaging, and designing and creating the shop brand. Moreover, using influencer to help communicate marketing, advertising, and the government sector might support Thai cultural identity by promoting the creation of Thai dessert soft power in the future to help promote Thai food tourism to become more well known.