CHAPTER 3 RESEARCH METHODOLOGY
3.7 Chapter Summary
This chapter explains the research methodology; this research uses mixed methods. The related data comes from both primary and secondary sources. The data analysis will be done using the software to systematically analyze the results as descriptive data from the questionnaires, including cluster analysis, factor analysis, confirmatory factor analysis (CFA), and path analysis (SEM) with reliability and validity. The sampling is non-probably an accidental technique. Moreover, the qualitative method is gathered from structured interviews.
RESEARCH RESULTS
The research “Strategic Marketing Promotion for the Experiential Thai Local Food Festival Development: A Case Study of Phuket, Thailand” has the purpose to 1) To analyze local food festival market segmentation of tourists to local food festival in Phuket, Thailand, 2) To investigate the underlying factors of perceived value and experience economy of tourists in a local food festival in Phuket, Thailand, and 3) To examine the positive influences of perceived value, experience economy on behavior intention and tourist’s loyalty for the tourists in local food festival in Phuket, Thailand.
In this chapter, the analytical results are presented in five parts:
1) The characteristics of sample were described by descriptive statistics
2) The results of objective 1: Analysis local food festival market segmentation of tourists to local food festival in Phuket, Thailand
3) The results of objective 2: Investigate the underlying factors of perceived value and experience economy of tourists in a local food festival in Phuket, Thailand
4) The results of objective 3: The results examine the positive influences of perceived value, experience economy on behavior intention and tourist’s loyalty for the tourists in local food festival in Phuket, Thailand, the proposed model testing, the results of hypotheses testing
5) The results of qualitative analysis that confirmed the results of quantitative analysis.
This section to in order to conveniently present and make more understanding about the results of data analysis, the researcher then determines symbols that represent statistics and variables for data presentation as follows:
Symbols used in statistics
Arithmetic Mean
S.D. Standard Deviation
SK Skewness
KU Kurtosis
r Pearson’s correlation coefficient
R Correlation Coefficient
R2 Coefficient of Determination or reliability
B Regression coefficient
Beta Standardized regression coefficient SE Standard error of regression
Tolerance The permissible limit or limits or variations that cannot be explained
VIF Variance inflation factor shows how much the variance of the coefficient estimate is being inflated by multicollinearity. It is defined as the reciprocal of tolerance
t-value The size of the difference relative to the variation in sample data when performing a t-test or C.R. (Critical Ratios) in AMOS software
F The test statistic for F-test
SE Standard error
2 Chi-Square; in AMOS, the chi-square value is called CMIN
df Degree of Freedom
2/ df Relative Chi-Square or CMIN/DF the minimum discrepancy divided by its degrees of freedom in AMOS software
P Statistical significance or probability level
AVE Average Variance Extracted
CR Composite Reliability orConstruct Reliability
GFI Goodness of Fit Index
AGFI Adjusted Goodness of Fit Index
RMR Root Mean Square Residual
RMSEA Root Mean Squared Error of Approximation
CFI Comparative Fit Index
NFI Normed Fit Index
IFI Incremental Fit Index
RFI Relative Fit Index
TLI Tucker-Lewis Index
PRATIO Parsimonious Ratio
PNFI Parsimonious Normed Fit Index
PCFI Parsimony Comparative Fit Index Hoelter Hoelter’s Critical N (CN)
Symbols used to represent variables
PERC Tourists’ perception values EXPE Tourists’ experience economy SATI Tourists’ satisfaction
BRHA Tourists’ behavioral intention
LOYA Tourist’s loyalty
4.1 The Characteristics of Sample were Described by Descriptive Statistics
This path present to the characteristics of tourist visiting local food festival in Phuket, Thailand with population were 550 samples by the questionnaire to develop and reliability test. The characteristics of the population were gender, age, marital status, education, occupation, province, number of visited local food festival, time of visit, purpose of travelling to attend local food festival, and type of travelling. The statistics results are shown in table 4.1
Table 4.1 The Characteristics of Sample
(n = 550)
Characteristics Frequency Percent
Gender Male Female LGBT
106 369 75
19.3 67.1 13.6
Total 550 100.0
Age meant of tourist respondent were 31 years Marital status
Single Married Widowed
458 84 8
83.3 15.3 1.5
Total 550 100.0
Education
Vocational degree Bachelor’s degree Master’s degree Doctorate degree
54 353 111 32
9.8 64.2 20.2 5.8
Total 550 100.0
Occupation Student
Government Official /State Enterprise Officer
Business Owner
Househusband/Housewife Teacher/Lecturer
Employee Others
228 66 42 12 49 111 42
41.5 12.0 7.6 2.2 8.9 20.2 7.6
Total 550 100.0
Table 4.1 that among the majority of the respondents, 67.1% were female, 19.3% were male, and LGBT more than 13.6% respondents. This research is open to gender rights to express their opinions not to be constrained by society. Most of the respondents had an average age of 31 years, with the youngest being 19 years, 13.9%, and the oldest 67 years, 0.4%. The majority of tourists were single, 83.3%, and married 15.3%, most educational the bachelor’s degree 64.2%, followed by master’s degree at 20.2%, most of them were students at 41.5%, private employees at 20.2%, and government or state enterprise officer 12.0%.
Table 4.2 The Characteristics of Sample
(n = 550)
Characteristics Frequency Percent
Province
Bangkok Nonthaburi Phuket
136 128 100
24.7 23.3 18.2 The visited local food festival
ever 550 100.0
Time of visited local food festival 1 time
2-3 times 3-4 times
More than 4 times
133 260 34 123
24.2 47.3 6.2 22.4
Total 550 100.0
The purpose of travelling to attend local food festival
Education Entertainment Learn new culture Escaping
Doing Business
6 222 57 4 2 245
1.1 40.4 10.4 0.7 0.4 44.5
Characteristics Frequency Percent Tasting new food
Esthetical
Food therapy/health recovery
10 4
1.8 0.7
Total 550 100.0
Type of travelling Solo Family Friends
Group (with Tour Operator) Colleagues
Corporate visit/travel
66 224 231 7 12 10
12.0 40.7 42.0 1.3 2.2 1.8
Total 550 100.0
The majority of the respondents accounting in Bangkok 24.7%, followed by Nonthaburi 23.3%, and Phuket 18.2%, respectively. The authors used an online questionnaire data collection method; the respondents visited a local food festival in Phuket. Most of them visited local food festivals 2-3 times is 47.3%, followed by one time at 24.2% and more than four times at 22.4%. The purpose of traveling to attend local food festival 44.5 % to tasting new food in Phuket, 40.4 % for entertainment and 10.4% for learning a new culture, and the types of traveled or attended a local food festival with friends is 42.0% and 40.7% family, respectively.
The results of a characteristics analysis of tourist, consistent with the results of studies by TAMS (2001) and TIAA (2006), found that the majority of festival-goers were middle-aged with a higher income and education. The average were female most likely this finding, further supported by Ignatov and Smith (2006), found that experience and participation in food festivals affect visitors’ culinary influenced by various factors, including culture, age, national, length of stay, and repeated visits (Robinson & Getz, 2014; Sparks et al., 2005; Tse & Crotts, 2005).
4.2 The Results of Objective 1:Analysis Local Food Festival Market Segmentation of Tourists to Local Food Festival in Phuket, Thailand
This section indicated the level of the tourist’s opinions on local food festival market segmentation in Phuket, Thailand. It the presented in two parts; (4.2.1) The results of the local food festival market segmentation of tourists to a local food festival in Phuket., and (4.2.2) The results of local food festival market segmentation of tourists to a local food festival in Phuket with cluster analysis method. Are shown as follows:
4.2.1 The Results of the Local Food Festival Market Segmentation of Tourists to a Local Food Festival in Phuket
This section explains the level results of local food festival market segmentation of tourists ever to a local food festival in Phuket, consisting of festival products, convenient facilities, environment, festival program, and information service details as in table 4.3 below.
Table 4.3 Levels of Local Food Festival Market Segmentation
(n = 550)
Description S.D. Interpret
Festival product
1) The products (souvenirs, food) offer at the local food festival are various.
4.329 .671 Strongly Agree 2) The prices of the festival products are
reasonable.
4.138 .791 Agree
3) The festival products are high quality. 4.240 .732 Strongly Agree
Total 4.450 .572 Strongly Agree
Convenient facility
4) The parking facility is sufficient. 4.198 .826 Agree 5) The rest area is well accessibly. 4.187 .784 Agree
x
Description S.D. Interpret 6) The restroom has universal design. 4.200 .845 Agree
Total 4.345 .732 Strongly Agree
Environment
7) The festival area has a beautiful scene.
4.327 .670 Strongly Agree
8) The surrounding natural environment is great.
4.367 .679 Strongly Agree 9) The eating area is comfortable. 4.178 .814 Agree
Total 4.472 .577 Strongly Agree
Festival Program
10) The program is amazing. 3.990 .785 Agree
11) The program has varieties. 4.332 .653 Strongly Agree 12) The experiential program is superb. 4.152 .730
Agree
Total 4.369 .597 Strongly Agree
Informational Service
13) The signage enhances your understanding of information and directions.
4.203 .681 Agree
14) The pamphlets are well prepared. 4.221 .752 Strongly Agree 15) The festival staff provides good
guide services.
4.167 .778 Agree
16) The festival information can be search from the internet easily.
4.285 .724 Strongly Agree
Total 4.450 .576 Strongly Agree
According to table 4.3 to conclude, it was found that tourists’ opinions on the market segmentation of local food festivals in Phuket Thailand the variable were at the strongly agree level with the composition of the market segmentation in local food festivals ( = 4.417; S.D. = .490). This finding implied that tourists experienced
x
x
outside contact at a strongly agreed level. Furthermore, they indicated that, basically, environmental factors seem to have much influence on the market segmentation in tourists’ opinions, which showed the highest mean score ( = 4.472; S.D. = .577)—
followed by festival product ( = 4.450; S.D. = .572), informational service ( = 4.450; S.D. = .576), festival program ( = 4.369; S.D. = .597), and convenient facility ( = 4.345; S.D. = .732), implying that the local food festivals environments are favorable, which signals effective local food festivals in Phuket Thailand management to some extent.
Considering each issue in the environment overall found that tourists strongly agreed ( = 4.472; S.D. = .577), where they strongly agreed on the surrounding natural environment is great. ( = 4.367; S.D. = .679), followed by the festival area has a beautiful scene. ( = 4.327; S.D. = .670) and the last point is the eating area is comfortable. ( = 4.178; S.D. = .814) that they have their opinions at the strongly agreed level or very high respectively.
In terms of festival products, the overall was at a strongly agreed level, ( = 4.450; S.D. = .572). The point that was most strongly agreed was that the products (souvenirs, food) offer at the local food festival is various, ( = 4.329; S.D. = .671), followed by the festival products are high quality, ( = 4.240; S.D. = .732). The final point is the prices of the festival products are reasonable, ( = 4.138; S.D. = .791) respectively.
Informational service overall found that, tourists strongly agree ( = 4.450;
S.D. = .576) on the point the festival information can be searched from the internet easily, ( = 4.285; S.D. = .724), and the pamphlets are well prepared, ( = 4.221;
S.D. = .752). Which the point that they strongly agree followed by the signage enhances your understanding of information and directions, ( = 4.203; S.D. = .681), and the festival staff provides good guide services, ( = 4.167; S.D. = .778) that agree or at a high level respectively.
Moreover, the festival program found that tourists strongly agreed ( = 4.369; S.D. = .597) the considering the sub-issues the program has varieties, ( = 4.332; S.D. = .653) as the issues they strongly, followed by the experiential program is
x
x x
x x
x
x x
x
x
x x
x
x
x x
x x
x x
superb ( = 4.152; S.D. = .730), and the program is amazing ( = 3.990; S.D. = .785) at the level agree for program management in respective festivals.
Finally, the convenience facility found that tourist’s opinions were at either the strongly agreed (= 4.345; S.D. = .732), with the sub-point that they strongly agreed with was the restroom has a universal design. (= 4.200; S.D. = .845), followed by the parking facility is sufficient. (= 4.198; S.D. = .826), which is the point they agree on as the rest area is well accessibly (= 4.187; S.D. = .784), respectively.
4.2.2 The Results of Local Food Festival Market Segmentation of Tourists to a Local Food Festival in Phuket with Cluster Analysis Method………
Before the cluster analysis, the local food festival market segmentation of tourists ever to a local food festival in Phuket was used to calculate the weight of the variables by using the Factor Analysis to correlate the related factors. As a result, the positive values are related in the same direction, and the negative values are related in opposite directions. Details as in table 4.4.
Table 4.4 Shows the Factor Loading Weight Values
Factor Component
1 2 3 4 5 6 7 8 9
Local food festival .601 Prices of products .707
High quality .737
Parking facility .762
Rest area .765
Restroom .775
Festival area .756
Great environment .757
Eating area .737
Attending festival .677
Festival benefits .589
Festival quality .764
x x
Factor Component
1 2 3 4 5 6 7 8 9
Better information .555
Better quality .470
Amazing program .575
Varieties program .748
Superb program .571
Better information .495
Better quality .665
Amazing program .609
Attending festival .492
Festival benefits .626
Festival area -.484
Great environment -.462
Local food festival .570
Superb program -.456
Table 4.4, the correlation results of the variables were separated into all nine components by weight factor loading, where components 1 to 7 were related in the same direction and components 8 to 9, the variables are related in opposite directions.
Then, using K-Mean Cluster analysis, tourists who visited local food festivals in Phuket were grouped from 550 samples. By using market segmentation analysis, such as festival product, convenience facility, environment, festival program, and information service as a group variable was found to be classified into six groups of tourists who had visited a local food festival. The ANOVA test results showed that each factor was significantly different at the 0.01 level, as in table 4.5.
Table 4.5 Shows the Number of Tourists who have Visited Local Food Festivals in each of the 6 Groups
Group Number Percentage
1 89 16.18%
2 98 17.82%
3 93 16.91%
4 109 19.82%
5 79 14.36%
6 82 14.91%
Total 550 100.00
In table 4.5, the distribution of the frequency division of the sample groups, it was found that on the gender side, there were more females than males and LGBT.
When comparing within the 6 groups, there were the most samples, namely group 4, representing 75.2%. By Ages, between 21-40 years were more than other age groups.
Compared to the groups in group 3, there were samples of 41-60 years, representing 35.5%. As for the status, it was found that all 6 groups had several samples with the status of a single more than other statuses, accounting for 88.1%. In group 3, followed by group 4, 84.0%. All six groups had more bachelor’s degree studies than the other groups in education; group 4 showed the highest score representing 78.2%, followed by group 1, representing 76.3%, with group 2 having a master’s degree, accounting for 22.6%. In occupation, all 6 groups were students more than in other occupations.
In group 3, there was an increase in the occupation of private employees compared to other groups, representing 26.1%. As for the domicile, it was found that all 6 groups lived in Phuket more than in other provinces, and Bangkok added 35.7% compared to other groups.
According to the grouping and distribution of frequency of visits to local food festivals in Phuket of 6 groups of tourists, it was found that group 4 visited Phuket local food festivals 2-3 times more than the most, accounting for 66.8%, followed by the group 2, accounting for 66.8%. Group 1, visited the Phuket local food festival 1 time compared to other groups, accounting for 39.0%. The visits to the local
food festival in group 4 for entertainment. 32.8%, in group 2, 21.2% of the group visited Phuket local food festival to taste new food. Most of the trip to Phuket’s local food festival in group 3 was traveling with family accounting for 44.1%, followed by group 4, accounting for 42.5%. Group 1 visited Phuket’s local food festivals with more friends than other groups, representing 22.1%, as shown below in table 4.6.
Table 4.6 Distribution of Frequency and Percentage of General Information of Tourists who Visited Local Food Festivals in each of the 6 Groups
Factor Group 1
(n=89)
Group 2 (n=98)
Group 3 (n=93)
Group 4 (n=109)
Group 5 (n=79)
Group 6 (n=82) Gender
- Male - Female - LGBT
26 (23.1) 57 (50.7) 6 (5.3)
32 (31.3) 60 (58.8) 6 (5.88)
28 (26.0) 57 (53.0) 8 (7.4)
32 (34.8) 69 (75.2) 8 (8.7)
23 (18.1) 49 (38.7) 7 (5.5)
25 (20.5) 49 (40.1) 8 (6.5) Age
-Low 20 Year - 21 – 40 Y - 41 – 60 Y - More than 61 Y
24 (27.1) 48.2 (54.2)
11 (11.9) 6 (6.8)
26 (26.7) 42 (43.0) 19 (20.0) 10 (10.3)
33 (35.5) 43 (46.2) 11 (11.3) 7 (8.0)
24 (22.2) 67 (62.0) 9 (8.6) 8 (7.2)
21 (26.8) 44 (56.0) 8 (10.0)
6 (7.2)
20 (24.6) 49 (60.0) 8 (9.8) 5 (5.6) Marital status
- Single - Married - Widowed
78 (88.1) 11 (11.9)
-
74 (75.3) 24 (24.7)
-
67 (72.0) 26 (28.0)
-
92 (84.0) 16 (15.1) 1(0.9)
64 (80.8) 15 (12.2)
-
65 (79.5) 17 (20.5)
- Education
- Vocational degree - Bachelor’s degree - Master’s degree - Doctorate degree
4 (4.8) 68 (76.3) 15 (16.9) 2 (2.0)
7 (6.8) 66 (67.7) 22 (22.6) 3 (2.9)
9 (9.7) 69 (74.0) 11 (12.0) 4 (4.3)
2 (2.0) 85 (78.2) 20 (18.5) 1 (1.3)
6 (7.4) 58 (72.8) 14 (17.8) 2 (2.0)
1 (1.7) 62 (76.2) 17 (20.8) 1 (1.3) Occupation
- Student - Government Official
- Business Owner - Househusband/
Housewife
35 (39.0)
11 (11.9) 8 (8.6)
4 (4.6)
45 (46.0)
10 (10.5) 8 (7.9)
5 (5.6)
50 (54.0)
12 (13.2) 7 (7.2)
4 (3.8)
72 (66.4)
11 (10.2) 7 (6.8)
5 (4.3)
41 (52.5)
10 (12.8) 7 (9.3)
3 (3.8)
48 (58.8)
12 (14.2) 7 (9.0)
4 (4.8)
Factor Group 1 (n=89)
Group 2 (n=98)
Group 3 (n=93)
Group 4 (n=109)
Group 5 (n=79)
Group 6 (n=82) - Teacher/Lecturer
- Employee - Others
10 (10.8) 21 (23.7) 3 (3.4)
11 (11.7) 24 (24.7) 3 (2.8)
7 (8.0) 24 (26.1)
1 (1.6)
8 (7.2) 26 (24.0)
3 (3.0)
6 (7.5) 17 (22.0)
2 (2.1)
8 (10.3) 19 (23.5)
2 (2.4) Province
- Bangkok - Nonthaburi - Phuket
29 (32.4) 7 (8.3) 53 (59.3)
31 (31.7) 9 (9.5) 58 (58.8)
29 (30.9) 8 (8.9) 56 (60.2)
37 (34.2) 3 (2.4) 69 (63.4)
28 (35.7) 3 (3.3) 48 (61.0)
25 (29.9) 10 (12.3) 47 (57.8) Time of visited
local food festival - 1 time
- 2-3 times - 3-4 times
- More than 4 times
35 (39.0) 47 (52.5) 6 (6.5) 2 (2.0)
15 (15.1) 63 (64.2) 15 (15.8) 5 (4.9)
22 (24.0) 50 (54.0) 17 (18.4) 3 (3.6)
30 (27.7) 73 (66.8) 5 (4.8) 1 (0.7)
19 (23.6) 41 (52.3) 16 (20.3) 3 (3.8)
17 (21.2) 50 (60.8) 12 (14.8) 3 (3.2) The purpose of
travelling to attend local food festival - Education - Entertainment - Learn new culture - Escaping
- Doing Business - Tasting new food - Esthetical - Food therapy/health recovery
10 (11.0) 22 (24.5) 6 (6.8) 7 (8.2) 15 (16.9) 18 (20.4) 5 (5.1) 6 (7.1)
13 (13.4) 24 (24.5) 7 (7.2) 6 (6.3) 14 (14.6) 21 (21.2) 8 (8.0) 5 (4.8)
12 (12.8) 27 (29.0) 6 (6.9) 9 (10.0) 12 (12.7) 19 (20.5) 3 (3.5) 4 (4.6)
14 (12.6) 36 (32.8) 9 (7.8) 10 (9.5) 10 (9.2) 20 (18.6)
3 (2.8) 7 (6.7)
8 (10.3) 23 (28.9)
6 (7.7) 10 (12.5) 10 (12.8) 13 (16.4) 4 (5.6) 5 (5.8)
12 (14.2) 19 (22.7) 5 (5.9) 13 (15.4) 10 (11.8) 16 (19.1) 5 (6.2) 4 (4.7)
Type of travelling - Solo
- Family - Friends
- Group (with Tour Operator)
- Colleagues - Corporate visit/travel
13 (14.1) 37 (41.2) 20 (22.1)
3 (3.0) 10 (11.3)
7 (8.3)
16 (16.2) 37 (37.3) 21 (21.7)
4 (4.2) 12 (12.2)
8 (8.4)
14 (15.3) 41 (44.1) 15 (16.6)
3 (3.2) 12 (13.4)
7 (7.4)
19 (17.0) 46 (42.5) 17 (15.5)
6 (5.4) 14 (12.8)
7 (6.8)
15 (19.0) 32 (40.3) 14 (17.3)
3 (3.4) 9 (10.9)
7 (9.1)
12 (14.2) 32 (39.1) 16 (19.2)
3 (4.0) 13 (15.6)
6 (7.9)
The mean results were then taken to rank each group of tourists who had visited local food festivals in Phuket. by looking at the standard average. If the average is opposing, that factor is unimportant to most tourists visiting Phuket’s local food festivals. Nevertheless, if the average is positive, the factor is significant to the group of tourists visiting Phuket’s local food festivals. Details are shown in table 4.7.
Table 4.7 Shows the Standardized Variables in each of the 6 Groups DataCluster 123456 Data set: 1 - The products (souvenirs, food) offer at thelocal food festival are various - Theprices of the festival products are reasonable - The festival products arehigh quality
.36548.22474.00879.35315.28534.32354 Data set: 2 - Theparking facility is sufficient - Therest area is well accessibly - Therestroom has universal design
-.22579-.34527-.22971.47830.37823.30256 Data set: 3 - Thefestival area has a beautiful scene - The surrounding natural environment is great - Theeating area is comfortable
.60229.16704-.70608-.13249.28634.21487 Data set: 4 - Attending the festival is utilitarian - Thefestivalhas benefits
1.16262-.31098.22283-.42701.16753.40532
DataCluster 123456 - Thefestival quality exceeds activities - The festival offered abetter information than did other festivals - The festival offersbetter quality/more values Data set: 5 - Theprogram isamazing - Theprogram has varieties - The experientialprogram issuperb
-.18502-.01391-.31580.23529.24354.22458 Data set: 6 - Attending the festival is utilitarian - Thefestivalhas benefits - The experientialprogram issuperb
.23239-.801591.27734-.02547.24550.20235 Data set: 7 - The products (souvenirs, food) offer at thelocal food festival are various - The experientialprogram issuperb
.12332-.36377.21857.13131-.24730.19372
DataCluster 123456 Data set: 8 - The products (souvenirs, food) offer at thelocal food festival are various - Theprices of the festival products are reasonable
-.30099.71965.54163-.64076.62078.38504 Data set: 9 - Thefestival area has a beautiful scene - The surrounding natural environment is great
-.51014.06011.93200-.18565.19807.48012
According to table 4.7, the results of the K-Mean Cluster analysis, the groups of tourists who have visited local food festivals in Phuket are as follows:
Group 1, a group that focuses on food products, with 89 members, accounting 16.18% found that this group will focus on food products that are both high quality, variety, and of good taste. Tourists in this group are between 21-40 years old and are students who will travel with friends. Therefore, it can be said that the first group is a group of teenagers and working people who like local food festivals in Phuket for Entertainment and Tasting new food.
Group 2, the convenience facility group, with 98 members, representing 17.85%, found that the group would prioritize rest areas that are easily accessible.
There are enough parking spaces and clean and cosmopolitan bathrooms. Most of the members are between 21-40 years old. Come to visit the local food festival in Phuket 2-3 times by traveling with family. To entertain and taste new food, the festival facilities must be responsive.
Group 3, the group that focuses on the environment with 93 members representing 16.90%, found that this group will focus on the environment around the event area that is beautiful. Nature is in good condition, And there is a comfortable dining area that is both airy and open. Most of the members are between 21-40 years and under 20 years. Come to visit the local food festival in Phuket 2-3 times and 3-4 times. Most of the students will come with friends for entertainment and taste new food.
Group 4, a group focusing on the functional, with 109 members representing 19.81%, found that this group would focus on the benefits gained from participating in food festivals. The quality of the festival is more than the event. Furthermore, the festival provides valuable information and is better than other food festivals. Most of the group members are students, followed by private employees aged between 21-40 years. Who has been to the Phuket Local Food Festival 2 -3 times; this group reflects the practical perspective of the Phuket local food festival; knowledge of Phuket’s unique local food culture should be promoted and not just sold at the festival.
Group 5, the festival program group, with 79 members representing 14.36 percent, found that this group focused on the diversity of programs and activities within the Phuket local food festival and was the program that promoted activities
between communities and tourists. Most of the members in this group are students, followed by private employees aged between 21-40 years, who used to come to the Phuket local food festival 2-3 times to entertain and taste new food.
Group 6, The group that focuses on information services 82 members, representing 14.90%, found that this group would focus on information that helps understand local food festivals in Phuket, such as signposts, leaflets, and staff introducing details about the event and facilities, along with other information. In addition, the festival information should be publicized and easily searchable from various social media formats.
4.2.3 Summary………..
According to Objective 1, the opinions of the tourists who responded to the survey. Those exposed to the perceptions of the local food festival market segmentation of tourists to a local food festival in Phuket and their exposure to changes in conditions direct contexts include food products, convenience facility, environment, festival program, and information service. At the level of strongly agree or at the highest level by local food festival market segmentation of tourists to a local food festival in Phuket by cluster analysis method. They can be divided into 6 groups, each of which reflects empirical data on the demand and supply of tourists. Namely, the group that focuses on festival products, a group that focuses on the convenient facility, a group that focuses on the environment, a group that focuses on the functional, that focuses on festival programs, and that focuses on information services. Hence, determining the area’s specific characteristics in response to the market share of local food festivals in Phuket for tourists in each group will lead. In addition, to the development of formats and types of festivals, classification to be able to achieve success and incentives for a festival product, environmental, convenience facility, environment, festival program, and information service because of the pattern of food tourism perceptions and experiences influences expectations on the patterns of local culinary lifestyles. Therefore, tourism reflects the attitudes and preferences of tourists towards food. In addition, the findings of Robinson and Clifford (2012) further confirm that food festivals are not only attractive to foodies. Nevertheless, the food