Knowledge Management in Integrated Media for Public Relation on Innovative Thai Cuisine to Global Market Project

Abstract

Thai cuisine to global market is the one of important projects to drive economic sector in Thailand, especially in gastronomy food promoting activity. This research aims to (1) study knowledge in Thai cuisine innovation to global market research projects for public relations through integrated media technology, (2) investigate the tourists’ Thai food media exposure behavior, and (3) study satisfaction’s audiences toward the Thai food integrated media. The participants were 130 chefs and tourists in Republic of China and United States of America. Methodology included qualitative and quantitative research methods. The results showed that the contents for public relations though integrated media technology from the 16 research projects could be categorized into three groups: (1) Thai innovation for health concern and elders, (2) Thai herbs and Thai food business, and (3) Thai food lunch for students. In case of the media exposure behavior, there were the differences among the various audiences that depend on the digital technology platforms such as mobile application and website database engaged to the laws and environment context of media using and the characteristics of the audiences. The overall satisfactions toward the integrated media of the audiences in both countries were at high level. The audiences in both countries had satisfaction in using convenient and the clarity of contents at the very high level. The research exhibited the suitable integrated media for public relations of Thai food to the target audients in both countries.