Confirmatory Factor Analysis of Phuket’s Local Food Destination Image
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Abstract
The purpose of this research was to analyze the confirmatory factors of Phuket’s Local Food Destination Image by quantitative research. Samples group were 370 Thai tourists who had an experience with local food tourism in Phuket. The sample size was decided from estimating the observed variables in the ration 1 to 10. Random sampling used purposive sampling method, total final responded 643 people. Data were collected by Exploratory Factor Analysis Confirmatory Factor Analysis.
The result from the Confirmatory Factor Analysis showed the Phuket’s Local Food Destination Image model fit with the empirical data (χ2= 439.305, P-value = 0.63, χ2/df = 0.98, GFI = 0.97, AGFI = 0.96, RMR = 0.02, RMSEA = 0.00, CFI = 1.000 and NFI = 0.98). Phuket’s Local Food Destination Image model consists of five dimensions, included authenticity of local food and community: ALC (.951), learning value by service excellence: LVS (.909), local food tourism activities: LTA (.899), quality & food safety: QFS (.826) and place and environment: PE (.799).
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