CHAPTER 3 RESEARCH METHODOLOGY
3.5 Quantitative Research
3.5.3 Research Instrument
The researcher uses a questionnaire as a tool for collecting data. The designed questionnaire will purposefully be designed to associate with the research objectives that will present the data results to find a guideline of the designed questionnaire on a local food festival in Thailand. The benefit of collecting questionnaires from many populations is to convert the data simply by statistic software; moreover, the respondents will answer or give anonymous answers (Ackroyd, 1992). The procedures of the developed tool are as follows:
Figure 3.2 The Process of Questionnaire Development and Validation
According to figure 3.2, the following steps label the questionnaire development process.
Step 1: Identify evaluation objectives and information needs
1
2 Decide on the source of information, the data collection technique, and the procedure 3 Write a draft questionnaire
Determine the structure of the questions 5 Organize the items in the correct order
Determine the word for each question
7 Determine the form and presentation of the questionnaire 8 Filter and testing the questionnaire
9 Eliminate bugs in the pre-test
Identify evaluation objectives and information needs
The initial stage of the questionnaire development process involves identifying the information that needs to be obtained. This process is carried out by considering the hypothetical relationship between the examined concepts. The survey’s demographic questions were also prepared to determine how tourists answered questions according to their demographic profile.
Step 2: Decide on the source of information, the data collection technique, and the procedure.
The first version of the study survey questionnaire was sent to a small sample of 30 professionals who have in-depth knowledge of the topic raised in this study about the local food festival in Thailand to gather general comments. After gathering suggestions, a final version of the survey questionnaire was created, taking all their comments and suggestions into account. The questionnaire was divided into four sections, including (1) General information about visiting local food festivals in Thailand, (2) the independent variable (tourists’ perception), (3) the mediator variables (tourists’ Experience Economy, tourists’ satisfaction), and the dependent variable (tourists’ loyalty and behavioral intention). Responses for all items except questions on profile details were rated on a five-point Likert scale.
Step 3: Write a draft questionnaire
This step helps us determine what to include in the particular question to contribute the necessary information or serve specific purposes. This was done by considering that each question is necessary and has to be presented unambiguously.
All the elements that were constructed to explain this study’s main variables were previously validated in the research sample. The five groups of items, such as tourists’
perception, tourists’ experience economy, tourists’ satisfaction, tourists’ loyalty, and behavioral intention, define the research variables and form the survey structure. All major groups of items corresponding to the measurement scale are described in following tables 3.1-3.2 below:
The items below were measured using a five-point Likert scale ranging from strongly disagree (1) to agree (5) strongly.
Table 3.1 Level of Opinion Indicators
Scale Ranging Influencing
5 strongly agree
4 agree
3 undecided
2 disagree
1 strongly disagree
To measure the level of success of the dependent variable, mean score and standard deviation were used according to the following criteria (Wichit U-on, 2007).
5−1
5 = .80, in which (highest score) – (lowest score)/ number of levels Table 3.2 Level of Criteria
Scale Ranging Influencing
4.21-5.00 highest level
3.41-4.20 high level
2.61-3.40 moderate level
1.81-2.60 low level
1.00-1.80 lowest level
Step 4: Determine the structure of the question
There are two types of survey questionnaires; open-ended and closed-ended.
Open questions do not force respondents to answer from a predetermined set of answers. On the other hand, closed questions mean that the answer must be selected from some options (Wilson et al., 2010). In this study, all of the questions were closed-ended, including the demographic profile section, although there were some open questions to ask for any additional information that the participant thought may be useful for the study to take into account. A five-point Likert scale was used in closed questions to provide broad responses to respondents. Items related to the
participant’s demographic profile were also obtained using multiple-choice and open- ended questions.
Step 5: Determine the word for each question
GENC (2017) suggests that there are general and specific rules to follow to paraphrase questions appropriately. As a general rule, researchers should remember that each question should be relevant to the study’s research question. Current research questions are prepared with this in mind. Additionally, Crosby and Bryson (2018) also show that researchers should follow certain principles when designing words in questions. In this sense, ambiguous terms in the questions were excluded from the investigation in this study. Additionally, very general questions were not included in this study to ensure that all questions were focused and focused. Finally, questions containing negativity were avoided in this study.
Step 6: Organize the items in the correct order
One of the essential steps in designing a questionnaire is to present the items in the correct order (Lampard et al., 2011). Ranking questions in complex ways can produce skewed answers and negatively affect response rates (Rea n.d. 2005). There are other rules that this study took into account when designing questionnaires. Wong and Sohal (2002) suggest that the questions at the start of the survey should be easy to answer and understand so that respondents can get started, build confidence, and make sure they do not leave the process. Questions about similar concepts should fall under the same section and be logically structured (Wilson & Mclean, 2011). Finally, the survey’s most sensitive questions should be placed at the end to prevent respondents from answering them (Fenner et al., 2020; Synodinos, 2003). This survey begins with a section of pretty straightforward questions and presents similar questions under different headings in a similar pattern.
Step 7: Determine the form and presentation of the questionnaire
The questionnaire’s layout and appearance are essential in attracting respondents’ interest and participation in the survey while making it easy to understand (Limpanitgul et al., 2009). The questionnaire used in this study is a paper survey prepared in a table, using features to design the questionnaire professionally.
More specifically, the survey is divided into sections; each is presented in an easily identifiable manner. In addition, each question is numbered to guide the respondent
during the survey. Since the questionnaire’s length is essential as a physical characteristic, this study keeps the questions short and simple.
Step 8: Filter and test the questionnaire
Completing a questionnaire is a fundamental step in the questionnaire development process (Churchill & Iacobucci, 2002). After completing all of the above steps, the researcher checked the entire questionnaire to ensure that no steps were missed and investigated the quality of tools as follows:
1) Investigation of tools can be examined by inquiring draft questionnaire to find content validity. Then, the researcher proposed the questionnaire to professional scholars for consideration and investigation in terms of appropriate language that can be used in the research and item-objective congruence (IOC) in order to verify the reliability of the internal consistency model as follows;
+1 means Consistent question 0 means Uncertain or Not decide -1 means Inconsistent question
Formula IOC = ΣR
N
Where IOC represents Item-objective congruence
ΣR represents Sum of scoring opinion from professionals N represents Number of professionals
The test a conducted with tourism and hospitality management experts. The professionals’ opinions are considered to find item-objective congruence (IOC).
When the analysis is conducted, it is valued between 0-1. The questions that contain IOC from 0.50 – to 1.00 are selected. (See appendix B) However, the questions that gain IOC less than 0.50 are considered for an adjustment or elimination. The discriminant validity is measured for determining each question which should be in the group or not. Moreover, it can be implemented by analyzing the corrected item- total correlation, which must be less than 0.50 (Rovinelli & Hambleton, 1977).
2) Reliability – the researcher conducts a pre-test of the questionnaire to the samples, which are not the selected samples, about 90 questionnaires to conduct 90 food tourists who attend the local food festivals for Try Out. A statistical program tests the reliability of the questionnaire. To find the reliability, Cronbach’s alpha coefficient is implemented, and the criterion of alpha coefficient (Cortina, 1993;
Nunnally, 1978) recommended that it accepts alpha value (α) more than and equal to 0.70 as follows. Considering the Cronbach Alpha Coefficient Values of all observed variables, the values were 0.932, not lower than 0.70, which means the reliability of the questionnaire appropriated as follows in table 3.3 below:
Table 3.3 Output from Initial Questionnaire Questions Factors LoadingReliability Factors of tourists’ perception Emotional Value (A) PERC (A) .963 1) Visiting the local food festival is pleasurablePERC (A1) .885 2) Visiting the local food festival make me feel goodPERC (A2) .885 3) The festival is a delightful tourist destination that you enjoyPERC (A3) .884 Festival Product (B) PERC (B).962 4) The products (souvenirs, food) offer at the local food festival are variousPERC (B1) .885 5) The prices of the festival products are reasonable. PERC (B2) .884 6) The festival products are high quality. PERC (B3) .884 Convenient Facility (C) PERC (C) .966 7) The parking facility is sufficientPERC (C1) .884 8) The rest area is well accessiblyPERC (C2) .885 9) The restroom has universal designPERC (C3) .884 Environment (D) PERC (D).962 10) The festival area has a beautiful scene. PERC (D1) .884 11) The surrounding natural environment is great. PERC (D2) .885 12) The eating area is comfortable. PERC (D3) .884
Questions Factors LoadingReliability Functional Value (E) PERC (E).960 13) Attending the festival is utilitarianPERC (E1) .884 14) The festival has benefits. PERC (E2) .884 15) The festival quality exceeds activitiesPERC (E3) .884 16) The festival offered a better information than did other festivalsPERC (E4) .884 17) The festival offers better quality/more values.PERC (E5).884 Festival Program (F) PERC (F) .960 18) The program is amazing. PERC (F1) .883 19) The program has varieties. PERC (F2) .885 20) The experiential program is superb. PERC (F3) .884 Informational Service (G) PERC (G) .960 21) The signage enhances your understanding of information and directions. PERC (G1) .884 22) The pamphlets are well prepared. PERC (G2) .884 23) The festival staff provides good guide services. PERC (G3) .883 24) The festival information can be search from the internet easilyPERC (G4) .885 Factors of tourists’ experience economy Entertainment phase (H)EXPE (H).959 25) You enjoy the music in the festival.EXPE (H1) .884
Questions Factors LoadingReliability 26) You have a great time to visit the festival EXPE (H2) .884 27) You normally participate in festival activitiesEXPE (H3) .884 28) You enjoy with the performance. EXPE (H4) .884 29) You enjoy shopping in the food festival EXPE (H5) .884 Education phase (I)EXPE (I).961 30) You participate and experience in programs offered by a food festival. EXPE (I1) .884 31) You learn about food traditions of the region. EXPE (I2) .884 32) You learn about the local food-producing processEXPE (I3) .883 Escapist phase (J) EXPE (J).962 33) You escape for relaxationEXPE (J1) .884 34) You want to try something new. EXPE (J2) .885 35) You escape because the festival is uniqueEXPE (J3) .884 36) You want to experience different food cultures from your own environment. EXPE (J4) .884 Esthetical phase (K) EXPE (K).961 37) The festival setting provided pleasure to my sense of foodEXPE (K1) .884 38) You have good feeling emotions to the food activities and attractions. EXPE (K2) .884 39) You think local food reflect traditions. EXPE (K3) .885 40) You enjoy with color of dish. EXPE (K4) .885
Questions Factors LoadingReliability 41) You feel good at food decoration. EXPE (K5) .885 42) The festival setting provided pleasure to my sense of food. EXPE (K6) .884 Factors of tourists’ satisfaction, loyalty, and behavioral intention Program (L) SATI (L).959 43) The program is interesting. SATI (L1) .884 44) The program has diversity for visitors to participate in. SATI (L2) .884 45) The program is well organized. SATI (L3) .884 46) The program offers a unique experience. SATI (L4) .884 47) You can learn a local culture through the program. SATI (L5) .884 Food (M) SATI (M).960 48) Food has a good quality (taste, texture, appearance, etc.).SATI (M1) .884 49) Food is made from local ingredients. (Traditional food) SATI (M2) .884 50) Food is delicious. SATI (M3) .884 51) Food is variousSATI (M4) .884 52) Food price is reasonable. SATI (M5) .883 Convenience (N) SATI (N).960 53) The location of food festival is convenientSATI (N1) .884 54) The traffic flow of local food festival is suitable. SATI (N2) .883
Questions Factors LoadingReliability 55) The local food festival has enough rest area for the tourists SATI (N3) .885 Informational service (O) SATI (O).960 56) The festival has clear signs for tourists to the festival site SATI (O1) .883 57) Festival staff provides good guide services. SATI (O2) .885 58) The signs in the food festival are noticeable. SATI (O3) .884 Staff (P) SATI (P).959 59) Staff has enough knowledge about the festival. SATI (P1) .883 60) Staff is willing to help. SATI (P2) .883 61) There are proper numbers of operating staff SATI (P3) .884 Factors of tourists’ satisfaction, loyalty, and behavioral intention Outcome Quality (Q) SATI (Q).960 62) You always have a good experience when attending local food festival. SATI (Q1) .884 63) You impressed by the care provided by the food festival SATI (Q2) .884 64) You perceived quality of the local food festival SATI (Q3) .884 Loyalty (R) LOYA (R).962 65) You will recommend local food festival to my friends and others. LOYA (R1) .884 66) You have willingness to pay more. LOYA (R2) .884 67) You will keep attending the local festival continuallyLOYA (R3) .885
Questions Factors LoadingReliability 68) You will tell the positive things about local food festival to other people.LOYA (R4) .884 69) You would like to visit the local food festival againLOYA (R5) .884 Behavioral intention (S) BEHA (S).931 70) I intend to experience the local food festival during my next attending. BEHA (S1) .891 71) I will plan to experience the local food festival during my next attending. BEHA (S2) .889 72) I am willing to experience the local food festival during my next attending. BEHA (S3) .697 Total Reliability of Questionnaire.887.932
Step 9: Eliminate bugs in the pre-test
Pilot studies help better target areas of interest and refine initial ideas on the implementation process concept and analyze them. The pilot study process also serves as a preliminary test for the questionnaire and is designed to reduce response errors by dispelling ambiguity and keeping questions precise. A pilot version of the survey questionnaire was sent to conduct 90 food tourists who attend the local food festivals for a pre-test. Based on the pilot process’s responses, a revised and modified survey version was created. The questionnaire’s number was also increased from 69 questions to 72 questions. According to the calculations, the Kaiser-Meyer-Olkin Measure of the sampling adequacy (KMO) of questionnaires was .957, more than .60 and above, including Barlett’s Test of Sphericity, significant at .05 (Pallant, 2005).