Casual Factors Influencing Tourist Loyalty to the Consumption of Local Food in the Eastern Economic Corridor
Article Sidebar
Main Article Content
Abstract
The research article consisted of the following objectives: 1) to study the level of factors enhancing tourist loyalty in the consumption of local food in the Eastern Economic Corridor; and 2) to study the influences of factors enhancing tourist loyalty in the consumption of local food in the Eastern Economic Corridor. The study applied a quantitative research method. A sample group were Thai tourists who used to consume local food in the Eastern Economic Corridor in 3 pilot provinces, namely, Chachoengsao, Chonburi, and Rayong. The sample size was determined by estimating the observed variables in the ratio of 1 to 20, in a total of 380 people. The random sampling employed multi-state sampling. The obtained data were analyzed by structural equations. From the study, the following results are found: 1) From studying the level of factors enhancing tourist loyalty in the consumption of local food in the Eastern Economic Corridor, it is found that innovation management (INOMAN), food image (FOIMA), food quality (FOQUA), and attitude (ATTIT) are at a high level. 2 ) The study found that factors on food image, food quality, attitude, and innovation management have a direct influence on tourist loyalty in consuming local food with a statistical significance at 0.05 level. All variables are able to predict the tourist loyalty at a percentage of 90. The study results can be a model for relevant organizations, especially communities and local food entrepreneurs to adopt and determine the direction for developing local food as the main products for tourism, which will lead to the sustainability of foundational economy, communities, and entrepreneurs to have more revenue share from tourism, resulting in a good quality of life.
Article Details
Views and opinions expressed in the articles published by The Journal of MCU Peace Studies, are of responsibility by such authors but not the editors and do not necessarily reflect those of the editors.
References
Alderighi, M., Bianchi, C., & Lorenzini, E. (2016). The impact of local food specialties on the decision to (re)visit a tourist destination: Market-expanding or business-stealing?. Tourism Management, 57(C), 323-333.
Ariffin, S., Jamaliah, M. Y., Lennora, P., & Shah, I. A. M. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391–396.
Bianchi, C., & Mortimer, G. (2015). Drivers of local food consumption: a comparative study. British Food Journal, 117 (9), 2282-2299.
Boonkam, S. (2018). Local Alike, a social model that makes money. Retrieved February 3, 2019, from https://marketeeronline.co/archives/60992
Chavarria, T., Carlos, L., & Phakdee-auksorn, P. (2017). Understanding International Tourists’ Attitudes towards Street Food in Phuket, Thailand. Tourism Management Perspectives, 21, 66–73.
Chongrak, P., & Eakmapaisan, C. (2018). A Causal Relationship of Street Food Image, Attitude, Subjective Norms, and Intention to Return. Case study: Yaowarat area. Economics and Public Policy Journal, 9(17), 1-20.
Designated Areas for Sustainable Tourism. (2016). Food tourism. Bangkok: Cocoon and Co.
Hair, J.F. et al. (2010). Multivariate data analysis. (7th ed.). New York: Pearson.
Ja Young, C., & Kim, S. (2018). Effects of Tourists’ Local Food Consumption Value on Attitude, Food Destination Image, and Behavioral Intention. International Journal of Hospitality Management, 71, 1-10.
Ja Young, C., & Kim, S. (2019). Development and Validation of a Multidimensional Tourist’s Local Food Consumption Value (TLFCV) Scale. International Journal of Hospitality Management, 77, 245–59.
Kim, S. (2013). Testing an Attribute-Benefit-Value-Intention (ABVI) Model of Local Food Consumption as Perceived by Foreign Tourists. International Journal of Contemporary Hospitality Management, 31(1), 123–140.
Kim, Y. G., & Eves, A. (2 0 1 2). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33, 1458-1467.
Lai, Mun Y., Khoo-Lattimore, C., & Wang, Y. (2019). “Food and Cuisine Image in Destination Branding: Toward a Conceptual Model.” Tourism and Hospitality Research, 19(2), 238–251.
Nakandala, D., & Lau, H.C.W. (2019). Innovative adoption of hybrid supply chain strategies in urban local fresh food supply chain. Supply Chain Management, 24(2), 241-255.
National Economic and Social Office. (2017). Summary of the National Economic and Social Plan No. 12 2017-2021. Retrieved February 3, 2019, from https://www.nesdb.go.th/download/plan12/
Office of the National Economic and Social Development Board. ( 2018) . Action Plan for Tourism Development and Promotion in the Eastern Economic Corridor 2017-2021. Retrieved February 3, 2019, from https://www.eeco.or.th/file/868/download?token=h4qnALrk.
Omar, S. R., Shahrim, M., & Karim, Ab. (2013). Knowledge, Attitude, and Perception Towards Heritage Food as Antecedents for Revisit Intention to Malaysia Among. Terengganu International Tourism Conference 2013, (August), 23–25.
Park, S. H., Hsieh, C. M., & Lee, K. C. (2017). Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints. Journal of Travel and Tourism Marketing, 34(1), 113–131.
Rahman, S. M., Zaman, H. M., Hasliza, H., & Wei, C. C. (2018). Tourist’s Preferences in Selection of Local Food: Perception and Behavior Embedded Model. Tourism Review, 7 3 (1), 111–132.
Rodroongsad, P. (2018). Developing Local Food Image Management Model to Increase Tourist Loyalty: Case study of Phetchaburi. Journal of International and Thai Tourism, 14(1), 152-167.
Rousta, A., & Jamshidi, D. (2020). Food Tourism Value: Investigating the Factors That Influence Tourists to Revisit. Journal of Vacation Marketing, 26(1), 73–95.
Seo, Sunhee, and Nara Yun. (2015). “Multi-Dimensional Scale to Measure Destination Food Image: Case of Korean Food.” British Food Journal, 117 (12), 2914–2929.
Sinjaru. T. (2017). Research and Statistical Analysis with SPSS and AMOS. (17th ed.). Bangkok: S.R. Printing Mass Products Co., Ltd.
Ting, H. et al. (2019). Ethnic Food Consumption Intention at the Touring Destination: The National and Regional Perspectives Using Multi-Group Analysis. Tourism Management, 71, 518–229.
Tourism Authority of Thailand. (2017). Foodie Experience Food will keep us alive. TAT Review Magazine, 3(1), 1-2.
World Tourism Organization. (2012). Global report on food tourism: AM report volume four. Madrid, Spain: Author.
Zhang, H., Li, L., Yang, Y., & Zhang, J. (2018). Why Do Domestic Tourists Choose to Consume Local Food? The Differential and Non-Monotonic Moderating Effects of Subjective Knowledge. Journal of Destination Marketing and Management, 10, 68–77.
