A Cluster Analysis of Tourist based on Gastronomic Experiences on the Value Perceived in Phetchaburi Province

Abstract

The objectives of this study were to examine the behavior of gastronomy tourists in Phetchaburi Province and to categorize tourists based on the perceived value of their gastronomic experiences in Phetchaburi Province. The sample consisted of 402 individuals who had gastronomic experiences in Phetchaburi Province and perceived its value. Checklists were used in a questionnaire, and the data analysis statistics included frequency, percentage, mean, standard deviation, and K-Mean cluster analysis.

This study found: 1) Most gastronomy tourists joined activities as a way of life and culture of eating in markets, communities, and religious ceremonies with the purpose of traveling to support local products and made the decision to travel as a one-day trip by themselves. Gastronomic experiences in Phetchaburi Province were 4.23, 4.17, 4.16, 4.15, and 4.04 for city food brand image, consumer return on investment, playfulness, aesthetics, and service excellence, respectively. 2) A three-group of K-Mean clustering analysis was performed. First, 90 people (22.39%), mostly between the ages of 31-50 years old, had poor gastronomic experiences. Second, high gastronomic experiences on the value perceived comprised 108 people (26.87%), mostly between the ages of 21-30 years old, and third, medium gastronomic experiences on the value perceived comprised 204 people (50.74%), mostly between the ages of 31-50 years old.