แนวทางการสร้างความจงรักภักดีต่อการท่องเที่ยวเชิงอาหารของประเทศไทยผ่านคุณค่าเชิงประสบการณ์

Authors

ผศ.ดร.เกศรา สุกเพชร

Published

Thai Journal of Science and Technology

Abstract

The objectives of this study are 1) to study the factors related to Experiential Value for culinary tourism in Thailand 2) to study the factors that influence the loyalty of culinary tourists in Thailand 3) to propose ways to create loyalty guidelines for culinary tourism in Thailand through Experiential Value. This research is a quantitative research by collecting data from the sample group, Europeans tourists traveling to Thailand and interested in Thai food or participating in activities related to Thai food at least 1 time per trip. A total of sample group is 400 people using questionnaires to collect data. The statistics used in data analysis are descriptive statistics including percentage, mean and standard deviation and inferential statistics using simple regression analysis and multiple regression analysis to predict the influence of independent variables on dependent variables and analysis of Confirmatory Factor Analysis (CFA). The results of the study showed that the Confirmatory Factor Analysis (CFA) of factors related to Experiential value for culinary tourism in Thailand consists of Aesthetic factors, Playfulness factors, Consumer return on investment (CROI) factors and Service excellence factors and results of simple and multiple regression analysis showed that Experiential value influences the loyalty of culinary tourists in Thailand. The consumer return on investment (CROI) has the highest positive influence. Therefore, the guidelines for creating loyalty to culinary tourism in Thailand through Experiential value ​​are aimed at creating the most effective of consumer return on investment (CROI) factors. Suggestions from this research study are 4 items including 1) Government agencies or agencies in the tourism industry of Thailand should make standards to control the price of Thai food sold to foreign tourists fairly for creating a positive image of Thai food that foreign tourists see as having value for money and should organize the all kind of Thai restaurants to be orderly 2) Agencies related to tourism promotion should aim to promote the image of Thai food that Thai food is creative and feel that eating Thai food is a memorable thing 3) Private sector, restaurant operators should develop cleanliness including the neatness of restaurants and employees to create a good image for tourists 4) Thai education sector can apply the guidelines to create Experiential values ​​to be applied to future studies in order to find ways to create loyalty to culinary tourism by finding ways to create every factor of Experiential value to create the loyalty especially the customer return on investment (CROI) factors creating

(2562). แนวทางการสร้างความจงรักภักดีต่อการท่องเที่ยวเชิงอาหารของประเทศไทยผ่านคุณค่าเชิงประสบการณ์ . Thai Journal of Science and Technology, 8(6), 584-595.