การสื่อสารเพื่อสร้างประสบการณ์ของธุรกิจอาหารประเภท Authentic Chef’s Table

Chaiyasith Mairungroj; Kullatip Satararuji

Authors

Chaiyasith Mairungroj Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration
Kullatip Satararuji Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration

Keywords:

Integrated Marketing Communications (IMC), marketing 5.0, experiential marketing, Authentic Chef’s Table, Human-Experience-Continuum (HEC) Model

Abstract

This qualitative research aims to 1) study the communication strategies for creating consumer experiences in the Authentic Chef’s Table business, 2) analyze and interpret consumer experiences with these communication strategies, and 3) develop the Holistic Experiential Communication Model (HEC Model). The HEC Model is a novel framework for premium service businesses, integrating key concepts from communication and marketing. The study employed a multi-qualitative methodology, including in-depth interviews with 5 leading Chef's Table entrepreneurs and 15 consumers with direct experience, complemented by participant observation and systematic documentary analysis of online media.

The empirical findings reveal that communication in the Authentic Chef’s Table business is a complex and dynamic process involving three main dimensions: pre-service communication, which aims to build initial expectations and awareness; in-service communication, which forms the core of the experience through the chef's art of storytelling, personal interaction, and sensory stimulation; and post-service communication, which focuses on fostering long-term engagement and positive word-of-mouth through follow-ups and network building. The research found that the strategies used seamlessly integrated the principles of Experiential Marketing, Marketing 5.0, and Integrated Marketing Communication to craft a profound "co-created experience" and "emotional connection" between the brand and the consumer.

The most significant outcome of this research is the development of the HEC Model, a new conceptual framework that harmonizes humanistic philosophy with the power of technology. It consists of four interrelated pillars: Human-Driven Narrative, which centers on personal relationships; Seamless Integrated Experience, which emphasizes consistency across all touchpoints; Technology-Augmented Intimacy, which uses technology to enhance human interaction; and Measurement & Adaptive Communication, which creates a continuous loop of learning and adaptation. This model represents a theoretical innovation that demonstrates the practical application of Marketing 5.0 in creating a tangible Human-Centric Experience, ultimately leading to brand loyalty and sustainable growth in the Authentic Chef’s Table business.

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