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