A SECOND-ORDER CONFIRMATORY FACTOR ANALYSIS OF MUSIC FESTIVAL ATTRIBUTES IN THAILAND
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Abstract
This research aims to analyze the confirmatory factor structure of music festival attributes in Thailand, which serves as a crucial mechanism of the creative industry aligned with the government's Soft Power and BCG Economy policies. The study employed a quantitative research methodology utilizing second-order confirmatory factor analysis. The sample consisted of 400 music festival participants from six regions of Thailand, selected through multistage random sampling. The research instrument was a questionnaire developed based on Pine and Gilmore's Experience Economy Theory and the FESTPERF scale, comprising 25 items measured on a five-point Likert scale. The questionnaire demonstrated a reliability coefficient (Cronbach's alpha) of 0.914 and content validity index (IOC) of 1.00. Data were analyzed using AMOS software. The findings revealed that music festival attributes in Thailand comprise six components, ranked by importance as follows: 1) Venue and Facilities (i = 0.974, R2 = 0.948), 2) Service and Value (
i = 0.972, R2 = 0.944), 3) Programs and Activities (
i = 0.963, R2 = 0.927), 4) Festival Atmosphere (
i = 0.870, R2 = 0.757), 5) Innovation (
i = 0.765, R2 = 0.585), and 6) Music Quality (
i = 0.740, R2 = 0.548). The model demonstrated high reliability (CR = 0.955, AVE = 0.783) and a good fit with the empirical data (
/df = 2.987, CFI = 0.979, GFI = 0.938, RMSEA = 0.071). A significant finding is that music festival participants in Thailand prioritize venue and facilities over music quality. This study contributes new knowledge by developing a valid and highly reliable measurement instrument for the Thai context, along with recommendations for developing music festivals to support the creative economy and enhance Soft Power capabilities. Organizers should invest in infrastructure and facilities, while the government should play a role in supporting infrastructure development and establishing appropriate event management standards.
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References
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