A CASE STUDY OF PHUKET, THAILAND Kittiy

INTRODUCTION

Background and Significance of the Study

(3) Food marketing includes providing essential information to tourists about the hygiene and availability of food (such as the availability of halal food) and the uniqueness of the local food dimension in the destination; and (4) hospitality tourism can be the key to a destination. and the development of tourism in general through strategies. Phuket local food” is the product and culture of Phuket, which tells stories about history, culture and lifestyle through food.

Problem Statement

Because of the unique Phuket local food and secret recipes passed down through family members. it cannot find food elsewhere. Therefore, the previous explanations are that food festivals have become a crucial element in the food tourism industry, compared to weather, accommodation and attractions (Corigliano, 2003).

Research Gap

Therefore, the researchers will investigate local food festivals using an experience economy approach, focusing on local food festivals in Phuket province to promote economic community. Therefore, event organizers need to understand travelers' behavioral intentions and loyalty in order to improve the economic experience and segmentation - market share to effectively increase the revenue and value of local food festivals in Phuket Province.

Research Questions

Research Objectives

Research Outputs

Research Outcomes

Scope of the Study

Scope of Content
Scope of Area
Scope of Demography
Scope of Time

The scope area in this research studies a specific area of local food festivals related to food tourism organized in Phuket province, Thailand. The populations in this study are divided into two groups, there are 1) food tourists who like to attend, enjoy and consume local food that deviates from daily eating habits and routines, taste or dine. 2) event managers or organizers (both public and private sectors) who operate, manage and are directly involved in the local food festival or event.

Definitions of Terminology

Moreover, it can be applied by analyzing the corrected item-total correlation, which should be less than 0.50 (Rovinelli & Hambleton Reliability - the researcher conducts a pretest of the questionnaire on the samples, which are not the selected samples , about 90 questionnaires to conduct 90 food tourists participating in local food festivals to Try Out The results of the local food festival market segmentation of tourists in a local food festival in Phuket., and (4.2.2) The results of local food festival market segmentation of tourists at a local food festival in Phuket using the cluster analysis method.

LITERATURE REVIEW

Background of Phuket

Location and Territory
Economic
Social
Tourism Potential of Phuket
Phuket City of Gastronomy

The Indian Ocean has 32 satellite islands; the widest part of Phuket Island is 21.3 kilometers, and the longest part of the island. It can be seen that the number of tourists and the amount of tourism revenue compared to the provinces in the southern provinces of the Andaman Coast and the provinces in the south from 2015 to 2017.

Theories and Concept about Events Tourism

Types of Events

The mega-events are significant in terms of a high level of tourism, prestige, media coverage or especially the economic impact of the place, the organization and the host community (Getz, 2008). For the mentioned events, the local organization or governments encourage and support the festival as part of community and traditional development strategies (Johnny Allen et al., 2008), such as the Highland Games in Scotland (Brewster, Connell, & Page, 2009), and Margaret River Wine Festival.

Theories and Concept about Food Tourism

Food Tourists

Therefore, the significant perception of food tourists has increased in terms of food involvement, or intention to consume, in local cuisine. Especially the consumption of food tourists in the 'experience economy' (Pine & Gilmore, 1999), people will value experiences more than objects and everyday consumables.

Theories and Concept about Festivals

Definition and Concepts
Organizing Festivals
Food Festivals
Local Food Festivals

At most food festivals, raw materials and ingredients are the central theme of the food festival. However, food festivals are not public events (specific time and location) where food is available; on the other hand, an event may promote local food characteristics or special food themes or programs and activities to attract food tourists (Everett & Aitchison, 2007).

Table 2.1 The Frequencies of Local Food Festival in Thailand Since 2013

Theories and Concept about Experiences

The Significance of Remembrance in the Tourism Experience

While the concept of experience in the field of a verb is defined as emotions, feelings, something that people face, suffer, live, undergo, what people come in contact with and encounter or undergo (Gelter, 2006). As a result, most tourists in the field of tourism will recall previous or past experiences based on biased or positive choices.

Theories and Concept about Experience Economy (EE)

The Concept of Experience Economy (EE)
Entertainment Phase
Education Phase
Escapist Phase
Esthetics Phase

There are four areas of experience economy based on Pine and Gilmore (1999). Example: entertainment, education, escapist and aesthetics (4Es) will be described in the following figure 2.2. The number of food tourism studies within activities offered in different places, the superior potential of tourists to fully recognize the escapist element in the activities both time and place in the immersive quadrant, and the active absorption based on experience economy model. The aesthetic element of the food tourism concept may involve an entertainment experience that reflects movement.

Figure 2.2 The 4Es of Experience Economy Source: Pine and Gilmore (1998, pp. 102).

Theories and Concept about Perceived Value (PV)

Perceived Value Factors
The Relationship Between Perceived Value and Experience Economy
The Relationship Between Perceived Value and Behavioral
Conclusion of Perceived Value
The Conclusion of the Experience Economy
Conclusion of the 4Es’Factors of Experience Economy (EE)

The relationship between perceived value and experience economy factors from the reviewed literature revealed that there are two aspects 1) emotional value and 2) functional value. Another important factor, functional perceived value (utilitarian; money, benefits, programs or activities), consists of the festival program and the information service, which also influences the positive experience (Zeithaml, 1988). In addition, the relationship between perceived value and future behavioral intentions has been examined in the product or service marketing literature.

Table 2.6 The Development of Perceive Value Studies

Theories and Concepts about Behavioural Intention (BI)

The Relationship of Experience Economy Factor and Behavior

The behavioral intentions are the tourist's judgments that involve the preference to revisit or repurchase the similar sites and recommend the perceived experience to others (Chen & Tsai, 2007). To understand and emphasize the developed concepts of behavioral intention that various theorists have defined differently in table 2.10. Therefore, behavioral intention is a measurement that encourages and influences visitors to make decisions.

Table 2.10 The Developed Concepts of Behavioural Intention

Theories and Concept about Tourists ’ Satisfaction towards Festivals

The festival's satisfaction is arranged and organized for an overall tourist satisfaction due to the festival quality and program, including activities (Wong et al., 2015). 2014) examines the relationship between satisfaction and six festival quality dimensions (programme, physical environment, interaction, access, festival image and outcome). The study discovered an excellent relationship between festival quality and satisfaction in the food festival.

Table 2.11 The Example of Food and Beverage Festival Studies Analysing Festival Satisfaction

Theories and Concept about Tourists ’ Loyalty (TL)

Types of Loyalty
Types of Loyalty

The results revealed three dimensions related to environmental dimensions: products or foods, accessibility and capacity of the festival. Brand loyal customers will continue to use the product and empower their customers. The emotional value of perceived value responds to the admiration customers associate with products and services.

Related Researches

The study shows that factors (time and magnitude) influence tourists' loyalty, including perceived value, tourist satisfaction, tourist behavior and destination image. aim to persuade visitors to the destinations. In the same way, Horng et al. 2013) Researched the theory of planned behavior; the study developed a model of the behavior of food tourists. This is consistent with the study of Lee et al. 2011) investigated the emotional and functional values (perceived value) role in the festival evaluation.

Chapter Summary

Next, primary data should be examined by gathering information on the perceived value of the local food festival and the experience economy (EE). According to the review research, the structural equation modeling hypothesis of factors influence tourists' perceived value of local food festival in Thailand, which will be synthesized as follows. This section indicated the level of tourists' opinions on the market segmentation of the local food festival in Phuket, Thailand.

RESEARCH METHODOLOGY

Conceptual Framework for the Research

To analyze the data, the researcher conducts a statistical analysis model to test the structural equation model among the factors influencing the perceived value of the local food festival, experience economy (EE), behavioral intention (BI) and tourist loyalty (TL) for the Thai Local Food Festival in Phuket in Thailand. To find the gap and apply for an in-depth interview, propose a model towards guidelines promoting a gastronomic tourism experience using experience economy concepts for a local Thai food festival: a case study of Phuket, Thailand. Next, the researcher conducted a critical analysis to obtain guidelines for promoting the gastronomic tourism experience using experience economy concepts for a Thai local food festival: a case study of Phuket, Thailand.

Research Hypothesis

Research Methodology

Research Design

Finally, cross-sectional research designs have become the most frequently used research model, which increases generalizability (Becker et al., 2012). There are four types of data collection approaches: (1) questionnaires (self-administered), (2) structured interviews, (3) structured observation, and (4) document content analysis (Mosca et al., 2011). In addition, it allows us to calculate the survey participants' attitudes and perceptions of the question, which raises the survey to be analyzed (Baruch & Holtom, 2008).

Quantitative Research

Population and Samples
Sample Size
Research Instrument
Data Collection
Data Analysis

The initial stage of the questionnaire development process involves identifying the information to be obtained. One of the essential steps in designing a questionnaire is to present the items in the correct order (Lampard et al., 2011). A pilot version of the survey questionnaire was sent to 90 food tourists attending the local food festivals for a pre-test.

Figure 3.2 The Process of Questionnaire Development and Validation

Qualitative Research

Population and Samples
Research Instrument
Data Collection
Data Analysis
Ethical Consideration

In-depth interviewing will be used in this phase because the researcher relaxes the interviewees to make them feel more comfortable or free (Marshall, 1996). The researcher was concerned about research ethics before distributing the questioning to respondents by avoiding personal information. The researcher will treat all information received from any individual privately without revealing the identity of the respondent.

Chapter Summary

The authors used an online method for collecting questionnaire data; respondents attended a local food festival in Phuket. The average results were then used to rank each group of tourists who had attended local food festivals in Phuket. This section presents opinions on the fundamental factors of tourists' value perception and economic experience of local food festivals in Phuket, Thailand.

RESEARCH RESULTS

The Characteristics of Sample were Described by Descriptive Statistics

This route presents the characteristics of tourists visiting the local food festival in Phuket, Thailand with a population of 550 samples from the questionnaire to develop and reliability test. The population characteristics were gender, age, marital status, education, occupation, province, number of local food festival visits, time of visit, purpose of travel to attend local food festival, and type of travel. Purpose of travel to attend local food festival 44.5% to enjoy new foods in Phuket, 40.4% for entertainment and 10.4% to learn a new culture, and the types of travel or attending a local food festival with friends is 42.0% and 40.7% family, respectively.

The Results of Objective 1: Analysis Local Food Festival Market Segmentation

The Results of Local Food Festival Market Segmentation of Tourists to a
Summary

Using K-Mean Cluster analysis, tourists visiting local food festivals in Phuket were clustered from 550 samples. Nevertheless, if the average is positive, the factor is significant for the group of tourists visiting Phuket's local food festivals. At the level of strongly agree or at the highest level of local food festival market segmentation of tourists to a local food festival in Phuket by cluster analysis method.

Table 4.4 Shows the Factor Loading Weight Values

The Results of Objective 2: Investigate the Underlying Factors of Perceived

Level of Opinion on the Fundamental Factors of Tourists’ Perception of
Result of Exploratory Factor Analysis: EFA

In addition, the distribution of scores showed that the skewness value of -.216 and the Kurtosis values of -1.029 respectively. were in the range between indicating a normal distribution of cases (Doane & Seward, 2001). The standard deviation (SD) of the variables related to factors affecting tourists' perception of the value of local food festivals in Phuket ranged from 0.528 to 0.845, lower than 1, which was considered an appropriate criterion. Based on the distribution of variables related to factors affecting good experiences for participants of local food festivals in Phuket, it was found that most of the variables had skewness value and kurtosis values close to 0, with a skewness between -1.091.

Table 4.8 indicated that tourists had their opinions on factors influencing tourists’ perceptions of the value of local food festivals in Phuket

The Results of Objective 3: The Results Examine the Positive Influences of

Checking Congruence of a Model
Analysis of the Construct Validity of Each Measurement Model
The Observed Variation Relationship Analysis of Measurement
Results of Hypothesis Testing
Results of the Proposed Model Testing
Results of the Research Hypothesis Testing
Results Summary

Table 4.14 shows that a causal variable of tourist perception (PERC) consists of seven factors where the standardized solution was statistically significant at the .05 level. Table 4.15 shows that a causal variable of tourist experience (EXPE) consists of four factors where the standardized solution was statistically significant at the .05 level. Table 4.16 shows that a causal variable of tourist satisfaction (SATI) consists of six factors where the standardized solution was statistically significant at the .05 level.