Strategic marketing promotion for the experiential Thai local food festival development: a case study of Phuket, Thailand

dc.contributor.advisorWatsida Boonyanmethapornth
dc.contributor.authorKittiya Keadplangth
dc.date.accessioned2022-11-15T04:53:51Z
dc.date.available2022-11-15T04:53:51Z
dc.date.issued2021th
dc.date.issuedBE2564th
dc.descriptionThesis (Ph.D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2021th
dc.description.abstractThis research has the purpose to 1) examine local food festival market segmentation of tourists to local food festival in Phuket, Thailand, 2) investigate the underlying factors of perceived value and experience economy of tourists in a local food festival in Phuket, Thailand, and 3) 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. This research uses mixed-methods research. First, the research used a quantitative research blend model using survey research to examine opinions with market segmentation, experience economy, tourist satisfaction, and loyalty to local food festivals in Phuket, Thailand. The research used 550 samples. Second, the qualitative research used in-depth interviews and small group meetings to corroborate the findings quantitatively and promote suggestions. Moreover, the research analyzed the structural equation model according to the hypothesis; this research aimed to examine the structural equation model (SEM). The research findings reveal that the structural equation model (Modified Model) was congruent with the empirical data after the adjustment. It implied that it could accept the main hypothesis that the theoretical model was congruent with the empirical data. Considered the chi-square statistic (c2) = 175.204, degrees of freedom (df) = 93, P-value = 0.068 which could meet the criteria as it was greater than 0.05. The ratio between the chi-square statistic and the number of degrees of freedom or the relative chi-square (c2/df) = 1.884 could meet the criteria as it was less than 2 and lower than the determined criteria that were equal to 2. Therefore, the model was congruent with the empirical data. The congruence from the goodness of fit index (GFI) = 0.968, AGFI = 0.934 which could meet the criteria as it was higher or equal to 0.90, NFI = 0.977, RFI = 0.959, TLI = 0.980, and CFI = 0.989, which could meet the criteria as they were greater than 0.90, PNFI = 0.532 which could meet the criteria as it was greater than  0.50 and  RMSEA = 0.040 and RMR = 0.024 which could meet the criteria as they were lower than 0.05 and Hoelter value = 400 which could meet the criteria as it was higher than 200. The congruence analysis of the hypothesis model and the empirical data of the structural equation model of promoting the food tourism experience economy in Phuket, Thailand, indicated that the analysis meets the standardized measurement model with congruence and goodness of fit. The results of the structural equation model of promoting the food tourism experience economy in Phuket can be concluded that tourists’ perception values (PERC) between emotional and functional factors had a positive direct effect on tourists’ experience economy (EXPE), tourists’ behavioral intention (BRHA), and tourist’s loyalty (LOYA). Besides tourists’ experience economy (EXPE) factors had a positive direction on tourists’ behavioral intention (BRHA), and tourist’s loyalty (LOYA). Moreover, tourists’ experience economy (EXPE) factors had a positive mediating between perceived value and behavioral intention (BRHA), and tourist’s loyalty (LOYA). Thus, the factors revealed that the most critical causal variables are tourists’ perception values (PERC) between emotional and functional, and was the mediator variable is tourists’ experience economy (EXPE).th
dc.format.extent335 leavesth
dc.format.mimetypeapplication/pdfth
dc.identifier.otherb214335th
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6072th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subjectThai local food festivalth
dc.subjecte-Thesisth
dc.subject.otherFestivals -- Thailandth
dc.subject.otherFoodth
dc.subject.otherLocal foodsth
dc.titleStrategic marketing promotion for the experiential Thai local food festival development: a case study of Phuket, Thailandth
dc.title.alternativeการส่งเสริมการตลาดเชิงกลยุทธ์เพื่อการพัฒนาประสบการณ์เทศกาลอาหารไทยพื้นบ้าน: กรณีศึกษาจังหวัดภูเก็ต ประเทศไทยth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.departmentThe Graduate School of Tourism Managementth
thesis.degree.disciplineIntegrated Tourism and Hospitality Managementth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
thesis.degree.nameDoctor of Philosophyth
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