Exploratory Factor Analysis and Evaluation of Beach Efficiency Management. A Case Study of Patong Beach, Phuket Province
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Abstract
The research article consisted of the following objectives: (1) to conduct the exploratory factor analysis of Patong beach management; and 2) to evaluate the efficiency of Patong beach management. The study used a mixed-methods approach. The qualitative approach included 30 Thai and foreign tourists who were chosen using purposive sampling, i.e. tourists who visited Patong Beach while the data were being collected. The research instrument was an interview form. The qualitative data were analyzed by content analysis. The quantitative approach included 200 Thai tourists and 300 foreign tourists who were selected using quota sampling. The research instrument was a questionnaire. The obtained data were analyzed by using descriptive statistics while the exploratory factor analysis used principal component analysis and Varimax rotation technique.
From the study, the following results are found: (1) The exploratory factor analysis of Patong beach management consists of 6 components from 39 variables which are physical beach, zoning, entrepreneurs, safety and conditions contributing to tourism, environment, and hygiene; (2) From the evaluation of management efficiency, the following components found to have the highest level of management efficiency: beach width, the suitability of the service provided by nightclubs, the amount of restaurants, the suitability of water activities, the water visibility (at sea), the sufficiency and preparedness of bathrooms and public toilets. The components with the lowest level of management efficiency are: hygiene, road safety, suitable pricing, the amount of public parking, traffic, and the cleanliness of public bathrooms. The research results can be used to plan tourism management in the future.
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