การพัฒนาความภักดีของนักท่องเที่ยวเชิงอาหารผ่านความจริงแท้ของอาหารท้องถิ่นในภาพลักษณ์แหล่งท่องเที่ยวและประสบการณ์ทางการท่องเที่ยว
คำสำคัญ:
Gastronomic tourism, Local food authentication, Tourist experience, Destination image, Destination loyaltyบทคัดย่อ
This study aims to propose and verify a conceptual model of tourist destination loyalty in the Thai gastronomy industry, by considering the concept of local food authentication, tourist experience, and the destination image of gastronomy tourism. The data were obtained from 459 Thai tourists who have traveled and experienced local cuisine in Trang using a survey-based approach with purposive sampling. The constructs' factorial validity, the proposed model's goodness of fit, and the hypotheses are assessed using the statistical software for social sciences. Five research experts evaluated the survey's content validity using the Index of Item - Objective Congruence (IOC), and found that the Cronbach's alpha values of all constructs exceeded the 0.70 thresholds. The model provides an acceptable fit to the data (X' = 1041.399, df = 369, GFI = 984, NFI = .954, CFI = .948, AGFI = .968, RMSEA = .073). The image of Thailand as a gastronomy tourism destination, which in turn influences destination loyalty was also investigated in this study. The results of this study indicate that local food authentication has a significant impact on the tourist experience and the destination's image as a gastronomy tourism spot/ geographical location, which in turn influences destination loyalty. While local food authentication statistically affects destination loyalty, tourist experience on the other hand was found to have direct affects on the destination's image. Consequently, the most significant contribution of this research is related to the fact that stakeholders have a better understanding of the critical factors associated with gastronomy tourism; thus, allowing the proposal of strategies and the concept of creativity to be implemented in improving local food authenticity as well as a tourist experience, thereby enhancing destination image and loyalty in the context of gastronomy tourism.
References
Anderson, E.W., & Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Anderson, J., & Gerbing, D. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Andersson, T.D., Mossberg, L., & Therkelsen, A. (2017). Food and tourism synergies: Perspectives on consumption, production and destination development. Scandinavian Journal of Hospitality and Tourism, 17(1), 1-8.
Ardabili, F.S., Rasouli, E., Daryani, S.M., Molaie, M., & Sharegi, B. (2011). The role of food and culinary condition in tourism industry. Middle-East Journal of Scientific Research, 9(6), 826-833.
Assaker, G., & Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short- and long-term revisit intentions. Journal of Travel Research, 52(5), 600–620.
Balter, D. (2008). The word of mouth manual, volume II. Boston, Bzz Agent. Baloglu, S., & McCleary, K.W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Barrera, E., & Alvarado, O.B. (2008). Food trails: Tourist architectures built on food identity. Gastronomic Sciences: Food for Thought, 3(8), 56-63.
Bigné, J.E., Sánchez, M.I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), 607–616.
Björk, P., & Kauppinen-Räisänen, H. (2016). Local food: A source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177-194.
Björk, P., & Kauppinen-Räisänen, H. (2017). Interested in eating and drinking? How food affects travel satisfaction and the overall holiday experience. Scandinavian Journal of Hospitality and Tourism, 17(1), 9-26.
Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 2-7.
Chatzinakos, G. (2016). Exploring potentials for culinary tourism through a food festival: The case of Thessaloniki food festival. Transnational Marketing Journal, 4(2), 110-125.
Chen, C.-F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
Chhabra, D., Healy, R., & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(1), 702–719.
Chi, C.G.-Q., AbKarim, S., & Gursoy, D. (2010). Examining the relationship between food image and tourists’ behavioural intentions. Eurochrie Journal of Hospitality and Tourism Management, 10(15), 6-7.
Chi, C.G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636.
Chiu, W., Zeng, S., & Cheng, P.S.-T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism, and Hospitality Research, 10(2), 223-234.
Chunkajorn, P., & Na Thalang, C. (2020). Gastronomy tourism components and service marketing mix factors of Thai tourists in gastronomy tourism to Thailand riviera. Dusit Thani College Journal, 15(1), 66-82.
Cohen, J. (2007). Interdisciplinary psychoanalysis and the education of children: psychoanalytic and educational partnerships. Psychoanalytic Study of the Child, 62, 180-207.
Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals Tourism and Restaurant, 3(1), 755–778.
Cohen, E., & Cohen, S.A. (2012). Authentication: Hot and cool. Annals of Tourism Research, 39(3), 1295-1314.
Crompton, J.L. (1979). Motivations for pleasure vacations. Annals of Tourism Research, 1(4), 408-424.
Du Rand, G.E., Heath, E., & Alberts, N. (2003). The role of local and regional food in destination marketing: A south African situation analysis. Journal of Travel & Tourism Marketing, 14(3-4), 97-112.
Du Rand, G.E., & Heath, E. (2006) Towards a framework for food tourism as an element of destination marketing. Current Issues in Tourism, 9(3), 206-234.
Duffy, R., & Smith, M. (2003). The ethics of tourism development. New York: Routledge. https://doi.org/10.4324/9780203634325
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68(1), 250-263.
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, 150-167.
Echtner, C.M., & Ritchie, J.R.B. (1991) The meaning and measurement of destination image. The Journal of Tourism Studies, 2(14), 2-12.
Fakeye, P.C., & Crompton, J.L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.
Forbes (2016). The secret to happiness? Spend money on experiences, not things. https://www.forbes.com/sites/ilyapozin/2016/03/03/the-secret-to-happiness-spend-money-onexperiences-not-things/?sh=735f60bc39a6
Georgios, P., Aristidis, S., Federica, C., Vladimir, B., & Constantinos, A. (2016). Food authentication: Techniques, trends & emerging approaches. Trends in Analytical Chemistry, 85(A), 123-132.
Getz, D., Robinson, R.N.S., Andersson, T., & Vujicic, S. (2014), Foodies and food tourism. Oxford: Goodfellow publishers.
Gupta, V., & Sajnani, M. (2020). A study on the influence of street food authenticity and degree of their variations on the tourists’ overall destination experiences. British Food Journal, 122(3), 779-797.
Ha, J., & Jang, S.S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
Hair, J., Anderson, R., Tatham, R., & Black, W. (1988). Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hall, C.M., & Sharples, L. (2003). The consumption of experiences or the experiences of consumption? An introduction to the tourism of taste. In C.M. Hall, E. Sharples, R. Mitchell, N. Macionis & B. Cambourne (Eds.), Food Tourism Around the World: Development, management and markets, (pp. 1-24). Oxford: Butterworth-Heinemann.
Haven-Tang, C. (2005). Using local food and drink to differentiate tourism destinations through a sense of place: A story from wales-dining at monmouthshire's great table. Journal of Culinary Science & Technology, 4(4), 69-86.
Henderson, J.C. (2009). Food tourism reviewed. British Food Journal, 111(4), 317-326.
Henning, G.K. (2012). The habit of tourism: Experiences and their ontological meaning, In Contemporary tourist experience: concepts and consequence, edited by Richard Sharpley et Philip R. Stone, Abingdon, Oxon: Routledge [ebook].
Hu, Y., & Ritchie, J.R.B. (1993). Measuring destination attractiveness a contextual approach. Journal of Travel Research, 32(2), 25-34.
Jalis, M.H., Che, D., & Markwell, K. (2014). Utilising local cuisine to market Malaysia as a tourist destination. Procedia-Social and Behavioral Sciences, 144(1), 102-110.
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Khasawneh, M.S., & Alfandi, A.M. (2019). Determining behaviour intentions from the overall destination image and risk perception. Tourism and Hospitality Management, 25(2), 355-375.
Kim, Y. G., & Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33(6), 1458–1467
Kim, Y.H., Kim, M., & Goh, B.K. (2011). An examination of food tourist’s behavior: Using the modified theory of reasoned action. Tourism Management, 32(5), 1159-1165.
Kim, H. & Richardson, S.L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216-237.
Kithwang, Y. (2020). Potential destination for gastronomic tourism in Thailand. Sripatum Chonburi Journal, 17(2), 170-180.
Kritmanrote, K., & Disatapundhu, S. (2019) Gastronomy tourism through identity cuisine in 4 regions. Institute of Culture and Arts Journal Srinakharinwirot University, 20(2), 139-151.
Krystallis, A. (2017). The concept of authenticity and its relevance to consumers: Country and place branding in the context of food authenticity. Hoboken, NJ: Wiley-Blackwell.
Li, H., Aham-Anyanwu, N., Tevrizci, C. & Luo, X. (2015). The interplay between value and service quality experience: e-loyalty development process through the eTail Q scale and value perception. Electronic Commerce Research, 15(4), 585-615.
Lin, Y.C., Pearson, T.E., & Cai, L.A. (2010). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.
Lindholm, C. (2008). Culture and authenticity, blackwell, malden. Retrieved August 29, 2022, from https://scholar.google.com/scholar_lookup?&title=Culture%20and%20Authenticity&publication_year=2008&author=Lindholm%2CC
Major, B., & McLeay, F. (2012). The UK ‘grey’ market’s holiday experience, In Contemporary tourist experience: Concepts and consequence, edited by Richard Sharpley and Philip R. Stone, Abingdon, Oxon: Routledge [ebook].
Mak, A.H., Lumbers, M., Eves, A., & Chang, R.C. (2017). The effects of food-related personality traits on tourist food consumption motivations. Asia Pacific Journal of Tourism Research, 22(1), 1-20.
Mitchell, R.D., & Hall, C.M. (2006). Wine tourism research: The state of play. Tourism Review International, 9(4), 307-332.
Moon, H., & Han, H. (2018). Tourist experience quality and loyalty to an island destination: The moderating impact of destination image. Journal of Travel & Tourism Marketing, 36(2),43–59.
O'Dell, T. (2007). Tourist experiences and academic junctures. Scandinavian Journal of Hospitality and Tourism, 7(1), 34-45
Oh, H., Fiore, A.M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119–132.
Okumus, B.F. (2021). Food tourism research: A perspective article. Tourism Review, 76(1), 38-42.
Okumus, B.F., & McKercher, B. (2007). Incorporated local and international cuisines in the marketing of tourism destinations: The case of Hong Kong and Turkey. Journal of Tourism Management, 28(1), 253-261.
Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special issue), 33–44.
Özdemir, B., & Seyito ˘glu, F. (2017). A conceptual study of gastronomical quests of tourists: Authenticity or safety and comfort? Tourism Management Perspectives, 23(1), 1–7.
Pine, B.J., & Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 96-105.
Pine, B.J., & Gilmore, J.H. (1999). The experience economy. Boston: Harvard Business School Press.
Pine, B.J., & Gilmore, J.H. (2002). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
Pine, B.J., & Gilmore, J.H. (2011). The experience economy, updated edition. Boston: Harvard Business Review Press.
Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: A revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2–35.
Posudin, Y.I., Peiris, K.S., & Kays, S.J. (2015). Non-destructive detection of food adulteration to guarantee human health and safety. Ukrainian Food Journal, 4(2), 207–260.
Pratt, J. (2007). Food values: The local and the authentic. Critique of Anthropology, 27(3), 285-300.
Quan, S.Y., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297-305.
Rahman, M.K., Gazi, M., Bhuiyan, M.A., & Rahaman, M.A. (2021) Effect of Covid-19 pandemic on tourist travel risk and management perceptions. PLoS ONE, 16(9), 1-18.
Ramkissoon, H., & Uysal, M.S. (2011). The effects of perceived authenticity, information search behaviour, motivation and destination imagery on cultural behavioural intentions of tourists. Curr. Issues Tour, 14, 537–562.
Richards, G., & Raymond, C. (2000). Creative Tourism. ATLAS News, 23(1), 16-20.
Robinson, R.N.S., & Getz, D. (2014). Profiling potential food tourists: An Australian study. British Food Journal, 116, 690-706.
Ryu, K., & Jang, S.C. (2006). Intention to experience local cuisine in a travel destination: The modified theory of a reasoned action. Journal of Hospitality and Tourism Research, 30(4), 507-516.
Salegna, G.J., & Goodwin, S.A. (2005). Consumer Loyalty to Service Providers: An Integrated Conceptual Model. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18, 51-67.
Sánchez-Cañizares, S.M., & López-Guzmán, T. (2012). Gastronomy as a tourism resource: Profile of the culinary tourist. Current Issues in Tourism, 15(3), 229-245.
Seo, S., Yun, N., & Kim, O.Y. (2017). Destination food image and intention to eat destination foods: A view from Korea. Current Issues in Tourism, 20(2), 135–156.
Soonsan, N., & Somkai, U. (2021). Gastronomic travel experience affecting on sharing-experience: A mediated-moderation study. Creative Business and Sustainability Journal, 43(3), 40–63.
Stylos, N., Bellou, V. , Andronikidis, A., & Vassiliadis, C.A. (2017). Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists. Tourism Management, 60(1), 15–29.
Stylos, N., Vassiliadis, C.A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53(1), 40–60.
Tourism Authority of Thailand (TAT). (2020). Go local. Retrived August 29, 2022, from http://golocal.tourismthailand.org/#sevenmethod
Tourism Authority of Thailand (TAT). (2023). Trang. Retrieved August 29, 2022, from https://tourismthailand.sg/trang/
Thayarnsin, S.L. (2020). The impacts of international guests' experience on loyalty in hostels. Journal of Tourism Hospitality and Environment Management, 5(21), 224-241.
Thayarnsin, S.L. (2021). Impact of risk and image on destination loyalty of international medical tourists in Phuket Province, Thailand. Journal of Tourism & Sports Management, 4(2), 864-894.
Thayarnsin, S., Laohaviraphap, T., & Wetchasart, P. (2021). The effect of effect of risk and image on repurchase intention of street food in the COVID-19 era. International Journal of Social Science Research, 3(2), 34-43.
Tasci, A.D., & Gartner, W.C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Trang Provincial Tourism and Sports Office. (2020). Trang. Retreived August 29, 2022, from https://ww2.trang.go.th/news/detail/1978/data.html
Tsai, C-TS & Wang, Y-C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing and Management, 6(1), 56-65.
Unchaprasith, T., & Macleod, D. (2018). Food tourism and the Use of authenticity in Thailand. Tourism Culture & Communication, 18(2), 101-116.
World Tourism Organization. (2012). Global report on food tourism. Madrid: World Tourism Organization.
Worrachaddejchai, D. (2020, November 20). High season to push domestic trips to 70m. Retrieved August 29, 2022, from https://www.bangkokpost.com/business/2022723/high-season-topush-domestic-trips-to-70m
Yamashita, S. (2015). Tourism in international encyclopedia of the social & behavioral sciences (2nd ed.). Orlando: University of Central Florida.
Yeoman, I., & McMahon-Beatte, U. (2016). The future of food tourism. Journal of Tourism Futures, 2(1), 95-98.
Youn, H., & Kim, J.-H. (2017). Effects of ingredients, names and stories about food origins on perceived authenticity and purchase intentions. International Journal of Hospitality Management, 6(1), 11-21.
Yu, H., & Littrell, M.A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(2), 140-150.
Yurtseven, H.R., & Kaya, O. (2011). Local food in local menus: The case of Gokceada. Tourismos
An International Multidisciplinary Journal of Tourism, 6(2), 263-275.
Yurtseven, H.R., & Necati, K. (2013). Creating a sustainable gastronomic destination: The case of cittaslow Gökçeada-Turkey. American International Journal of Contemporary Research, 3(3), 91-100.
Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(3), 1-18.
Zhang, H., Fu, X., Cai, L.A., & Lu, L. (2014). Destination image and tourist loyalty: A meta- analysis. Tourism Management, 40(1), 213-223.
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(1), 326–336.
Zhao, H. (2018). How can It be more real? A case study to present the authenticity of a local heritage district from the perspective of regional spatial morphology. Sustainability, MDPI, Open Access Journal, 10(6), 1-14.
