Exploratory Factor Analysis of Event Innovation in The Flagship Events: Evidence from Songkhla Province
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Abstract
This research aims to 1) study the context and patterns of innovation application and 2) Analyze the exploratory factors of innovation application towards the success of flagship events. A mixed-methods research approach was used, comprising qualitative research through in-depth interviews with 14 relevant experts and quantitative research through questionnaires collected from event participants in Songkhla province who had attended at least two such events. The sample size was determined using Cochrane's formula for 400 participants via convenience sampling. The research instruments included interview guides and questionnaires. Descriptive statistics were used to analyze basic data, and exploratory factor analysis was used to analyze variables. The results showed that the data were suitable for factor analysis, with a Kaiser-Meyer-Olkin (KMO) value of 0.883 and a Bartlett’s Test of Sphericity significance level of .000. Five components of innovation application were identified: cultural experience and city identity, digital technology and supporting platforms, and experience creation and participant engagement. and marketing and public relations. Safety and service standards are key components, and these five elements can explain 70.081% of the cumulative variance. This reflects that innovation from these components is a crucial driver of the success of flagship events and provides a concrete guideline for formulating policies and strategies for event organization.
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