Model Perceived Value Factors with Experience Economy of Tourists in A Local Food Festival in Phuket

Main Article Content

Kittiya Keadplang
Watsida Boonyanmethaporn

Abstract

This research aimed to develop a causal relationship model of fundamental factors, perceived value, and economic experiences of tourists at local food festivals in Phuket and to examine the causal relationship model of perceived value fundamentals affecting the economic experience of tourists towards local food festivals in Phuket. The survey was conducted using an online questionnaire with a confidence value of Cronbach alpha (α = 0.932). The population was tourists who had traveled to local food festivals in Phuket. The sample size was determined based on the structural equation analysis of 550 samples. The data were analyzed using statistical techniques such as (1) descriptive statistics, (2) Pearson correlation, and (3) hypothetical structural equations model (SEM). The results of the research found that (1) the fundamental factors of tourists' perception of the value of local food festivals in Phuket were at the highest level ( gif.latex?\bar{x} = 4.432 S.D = .452) and the factors creating a good experience economy for the participants of the local food festival in Phuket were at the level of strongly agreed ( gif.latex?\bar{x} = 4.221 SD = .436) and (2) an analysis of the positive influence perception of value affecting the tourist experience economy of local food festivals in Phuket. The correlation coefficient (r) of 55 pairs was moderate at the statistical significance level of 0.01, and the structural equation model analysis result was appropriate and harmonious with the empirical data consistent with the established research hypothesis's consistent empirical data.

Downloads

Download data is not yet available.

Article Details

How to Cite
Keadplang ก., & Boonyanmethaporn ว. (2022). Model Perceived Value Factors with Experience Economy of Tourists in A Local Food Festival in Phuket. Rajapark Journal, 16(45), 297–320. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/254441
Section
Research Article

References

Akhoondnejad, A. (2016). Tourist Loyalty to a Local Cultural Event: The Case of Turkmen Handicrafts Festival. Tourism Management, 52, 468-477. https://doi.org/10.1016/j.tourman.2015.06.027

Ali-Knight, J., & Carlsen, J. (2003). An Exploration of the use of ‘Extraordinary’ Experiences in Wine Tourism. Retrieved from http://academyofwinebusiness.com/wp-content/uploads/ 2010/05/File-019.pdf

Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable Customer Experience: Examining the Effects of Customers Experience on Memories and Loyalty in Malaysian Resort Hotels. Procedia-Social and Behavioral Sciences, 144, 273-279.

Ali, F., Ryu, K., & Hussain, K. (2016). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100.

Anderson, J. C., & Gerbing, D. W. (1984). The Effect of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis. Psychometrika, 49(2), 155-173.

Andersson, T. D., Armbrecht, J., & Lundberg, E. (2017). Linking Event Quality to Economic Impact: A Study of Quality, Satisfaction, use Value and Expenditure at a Music Festival. Journal of Vacation Marketing, 23(2), 114-132.

Arnould, E. J., & Price, L. L. (1993). River Magic: Extraordinary Experience and the Extended Service Encounter. Journal of Consumer Research, 20(1), 24-45.

Ashton, A. S., Scott, N., Solnet, D., & Breakey, N. (2010). Hotel Restaurant Dining: The Relationship Between Perceived Value and Intention to Purchase. Tourism and Hospitality Research, 10(3), 206-218.

Atwal, G., & Williams, A. (2009). Luxury Brand Marketing–the Experience is Everything!. Journal of Brand Management, 16(5-6), 338-346.

Bruwer, J. (2003). South African Wine Routes: Some Perspectives on the Wine Tourism Industry’s Structural Dimensions and Wine Tourism Product. Tourism Management, 24(4), 423-435.

Chang, W. (2011). A taste of tourism: Visitors' motivations to attend a food festival. Event Management, 15(2), 151-161.

Charters, S., Fountain, J., & Fish, N. (2009). “You Felt Like Lingering...” Experiencing “Real” Service at the Winery Tasting Room. Journal of Travel Research, 48(1), 122-134.

Chen, C.-F., & Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management, 31(1), 29-35.

Chen, C.-F., & Tsai, D. (2007). How Destination Image and Evaluative Factors Affect Behavioral Intentions?. Tourism Management, 28(4), 1115-1122.

Chen, Y. Y. (2013). The Role of Food in Tourists’ Experiences: A Case Study of Taiwan(Doctor of Philosophy). University of Waterloo.

Cohen, E., & Avieli, N. (2004). Food in Tourism: Attraction and Impediment. Annals of Tourism Research, 31(4), 755-778.

Deng, J., & Pierskalla, C. (2011). Impact of Past Experience on Perceived Value, Overall Satisfaction, and Destination Loyalty: A comparison between visitor and resident attendees of a festival. Event Management, 15(2), 163-177.

Durbarry, R. (2004). Tourism and economic growth: the case of Mauritius. Tourism economics, 10(4), 389-401.

Eid, R., & El-Gohary, H. (2015). The Role of Islamic Religiosity on the Relationship Between Perceived Value and Tourist Satisfaction. Tourism Management, 46, 477–488,

Einarsen, K., & Mykletun, R. J. (2009). Exploring the Success of the Gladmatfestival (the Stavanger Food Festival). Scandinavian Journal of Hospitality and Tourism, 9(2-3), 225-248.

Everett, S., & Aitchison, C. (2008). The Role of Food Tourism in Sustaining Regional Identity: A Case Study of Cornwall, South West England. Journal of Sustainable Tourism, 16(2), 150-167.

Falk, J. H., Ballantyne, R., Packer, J., & Benckendorff, P. (2012). Travel and learning: A neglected tourism research area. Annals of Tourism Research, 39(2), 908–927.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Gallarza, M. G., Arteaga, F., Floristán, E., & Gil, I. (2009). Consumer behavior in a religious event experience: an empirical assessment of value dimensionality among volunteers. International Journal of Culture, Tourism and Hospitality Research, 3(2), 165-180.

Gelter, H. (2010). Total Experience Management: A Conceptual Model for Transformational Experiences within Tourism. In The Nordic Conference on Experience: Research, Education and Practice in Media 2008: Conference Proceedings, 46–78. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-37469

Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value with the Customer. European management journal, 25(5), 395-410.

Getz, D. (2008). Event Tourism: Definition, Evolution, and Research. Tourism Management, 29(3), 403-428.

Gursoy, D., Spangenberg, E. R., & Rutherford, D. G. (2006). The Hedonic and Utilitarian Dimensions of Attendees' Attitudes Toward Festivals. Journal of Hospitality & Tourism Research, 30(3), 279–294.

Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis (7th ed.). New York: Pearson.

Hall, C. M. (2005). Rural Wine and Food Tourism Cluster and Network Development. Rural tourism and sustainable business, 26, 149-164.

Hall, C. M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. (2004). Food Tourism Around the World. Routledge.

Henderson, J. C. (2009). Food Tourism Reviewed. British Food Journal, 111(4), 317-326.

Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.

Holbrook, M. B. (1999). Consumer Value: A Framework for Analysis and Research. Psychology Press.

Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macromarketing, 20(2), 178-192.

Ignatov, E., & Smith, P. (2006). Segmenting Canadian Culinary Tourists. Current Issues in Tourism, 9(3), 235-255.

Jamal, S. A., Othman, N. A., & Muhammad, N. M. N. (2011). Tourist Perceived Value in a Community-based Homestay Visit: An Investigation into the Functional and Experiential Aspect of Value. Journal of Vacation Marketing, 17(1), 5-15.

Jurowski, C. (2009). An Examination of the Four Realms of Tourism Experience Theory. Retrieved from https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1054&context=refereed

Kang, M., & Gretzel, U. (2012). Effects of Podcast Tours on Tourist Experiences in a National Park. Tourism Management, 33(2), 440-455.

Kim, Y. G., Eves, A., & Scarles, C. (2009). Building a Model of Local Food Consumption on Trips and Holidays: A Grounded Theory Approach. International Journal of Hospitality Management, 28(3), 423-431.

Lee, S.-Y., Huh, J., & Hong, S.-K. (2008). Determining behavioral intention to visit a festival among first-time and repeat visitors. International Journal of Tourism Sciences, 8(1), 39-55.

Lee, J.-S., Lee, C.-K., & Choi, Y. (2011). Examining the Role of Emotional and Functional Values in Festival Evaluation. Journal of Travel Research, 50(6), 685-696.

Long, L. M. (2013). Culinary Tourism. In Encyclopedia of Food and Agricultural Ethics. Springer.

Loureiro, S. M. C. (2014). The Role of the Rural Tourism Experience Economy in Place Attachment and Behavioral Intentions. International Journal of Hospitality Management, 40, 1-9.

Mason, M. C., & Paggiaro, A. (2009). Celebrating Local Products: The Role of Food Events. Journal of Foodservice Business Research, 12(4), 364-383.

Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The Experience Economy Approach to Festival Marketing: Vivid Memory and Attendee Loyalty. Journal of Services Marketing, 28(1), 22-35.

Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore's Concept of Experience Economy and its Dimensions: An Empirical Examination in Tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237-255.

Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46(2), 119-132.

Park, M., Oh, H., & Park, J. (2010). Measuring the Experience Economy of Film Festival Participants. International Journal of Tourism Sciences, 10(2), 35-54.

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76, 97-105.

Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a Stage: Harvard Business Press.

Plummer, R., Telfer, D., Hashimoto, A., & Summers, R. (2005). Beer Tourism in Canada Along the Waterloo–Wellington Ale Trail. Tourism Management, 26(3), 447-458.

Poulsson, S. H., & Kale, S. H. (2004). The Experience Economy and Commercial Experiences. The Marketing Review, 4(3), 267–277.

Quadri, D. L. (2012). An Experience Economy Analysis of Tourism Development Along the Chautauqua-Lake Erie Wine Trail(Doctor of Philosophy). Iowa State University.

Quan, S., & Wang, N. (2004). Towards a Structural Model of the Tourist Experience: An Illustration from Food Experiences in Tourism. Tourism Management, 25(3), 297–305.

Radder, L., & Han, X. (2015). An Examination of The Museum Experience Based on Pine and Gilmore’s Experience Economy Realms. Journal of Applied Business Research (JABR), 31(2), 455–470.

Reid, D. G. (2003). Tourism, Globalization, and Development: Responsible Tourism Planning. Retrieved from https://shora.tabriz.ir/Uploads/83/cms/user/File/657/E_Book/Tourism /Tourism%20Globalization%20and%20Development.pdf

Richards, G. (2002). Gastronomy: An Essential Ingredient in Tourism Production and Consumption?. Retrieved from https://www.academia.edu/28974151/Gastronomy_an_essential_ingredient _in_tourism_production_and_consumption

Robinson, R. N. S., & Getz, D. (2014). Profiling Potential Food Tourists: An Australian Study. British Food Journal, 116(4), 690-706.

Ryu, K., Lee, H.-R., & Gon Kim, W. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.

Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived Value of the Purchase of a Tourism Product. Tourism Management, 27(3), 394-409.

Santini, C., Cavicchi, A., & Canavari, M. (2011). The Risk™ Strategic Game of Rural Tourism: How Sensory Analysis can Help in Achieving a Austainable Competitive Advantage. In Food, Agri-Culture and Tourism (pp.161-179): Springer.

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.

Schumacker, R. E., & Lomax, R. G. (2004). A Beginner's Guide to Structural Equation Modeling (2nd ed.). Psychology press.

Sherman, E., Mathur, A., & Smith, R. B. (1997). Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. Psychology & Marketing, 14(4), 361-378.

Sotiriadis, M. (2017). Experiential Dimensions and Their Influence on Behavioral Intentions Within the Context of Nature-based Tourism. Tourism and hospitality management, 23(1), 35-50.

Song, H., Choi, Y., & Lee, C. (2011). A Study of Festival Visitors’ Loyalty Based on Experience Economy: The case of Boryeong Mud festival. Korean Journal of Tourism Research, 25(6), 179-198.

Song, H. J., Lee, C.-K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The Influence of Tourist Experience on Perceived Value and Satisfaction with Temple Stays: The Experience Economy Theory. Journal of Travel & Tourism Marketing, 32(4), 401-415.

Sparks, B., Roberts, L., Deery, M., Davies, J., & Brown, L. (2005). Good Living Tourism: Lifestyle Aspects of Food and Wine Tourism. Retrieved from https://sustain.pata.org/wp-content/ uploads/2015/02/Sparks_GoodLivingTourism-lifestyle.pdf

Stamboulis, Y., & Skayannis, P. (2003). Innovation Strategies and Technology for Experience-Based Tourism. Tourism Management, 24(1), 35-43.

TAMS [Travel Activities and Motivation Survey]. (2001). Wine and Cuisine Profile Report. Retrieved

from http://www.mtc.gov.on.ca/en/research/travel_activities/wine.pdf

Tanford, S., & Jung, S. (2017). Festival Attributes and Perceptions: A Meta-analysis of Relationships with Satisfaction and Loyalty. Tourism Management, 61, 209-220.

Tarssanen, S., & Kylänen, M. (2005). A Theoretical Model for Producing Experiences–a Touristic Perspective. Articles on Experiences, 2(1), 130-149.

TCEB [The Thailand Convention and Exhibition Bureau]. (2018). Food Processing. Retrieved from https://www.businesseventsthailand.com/article/food-processing.

TIAA [The Travel Industry Association of America and Edge Research] (2006). Profile of Culinary Travelers (2006th ed.). Washington, DC: TIAA.

Thanh, T. V., & Kirova, V. (2018). Wine Tourism Experience: A Netnography Study. Journal of Business Research, 83, 30-37.

Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based Segmentation of Luxury Consumption Behavior. Psychology & Marketing, 26(7), 625-651.

Williams, A. (2006). Tourism and Hospitality Marketing: Fantasy, Feeling and Fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.

Williams, P., & Soutar, G. N. (2009). Value, Satisfaction, and Behavioral Intentions in an Adventure Tourism Context. Annals of Tourism Researchh, 36(3), 413-438.

Yang, Z., & Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799-822.

Yoon, Y.-S., Lee, J.-S., & Lee, C.-K. (2010). Measuring Festival Quality and Value Affecting Visitors’ Satisfaction and Loyalty using a Structural Approach. International Journal of Hospitality Management, 29(2), 335-342.

Yüksel, A. (2007). Tourist Shopping Habitat: Effects on Emotions, Shopping Value and Behaviours. Tourism Management, 28(1), 58-69.

Zarem, J. E. (2000). Experience Marketing. Folio: The Magazine for Magazine Management, 1(3), 28-28.

Zhang, Y., Song, H., & Park, K.-S. (2016). A Study on Tourists Experiences and Satisfaction to Macao Casinos. 관광연구저널, 30(10), 83-95.