Exploratory Factor Analysis through Phetchaburi Food Storytelling: a City of 3 Flavors
Keywords:
Storytelling, Food Storytelling, Phetchaburi, City of Three Flavors, Analyzing Exploratory Factor AnalysisAbstract
This research aimed to examine the culinary tourism behaviors in Phetchaburi province and analyze the storytelling components of Phetchaburi city's culinary stories as the city of three flavors. The sample consisted of 320 Thai tourists who had previously engaged in culinary tourism activities in Phetchaburi province. Data were collected using questionnaires and analyzed using frequency, mean, percentage, and exploratory factor analysis. The research findings revealed the recent culinary tourism behaviors of the tourists involved in activities related to Phetchaburi's culinary tourism within the past year. Their travels were primarily motivated by exploring local cuisine, with an average expenditure of less than 5,000 baht per purchase of food products or souvenirs. Additionally, the tourists had memorable experiences related to Phetchaburi's cuisine, particularly concerning the taste of local food. Regarding the analysis of storytelling components of Phetchaburi city's culinary stories, five storytelling components were identified: 1) Origins of Culinary Knowledge, consisting of 9 variables, 2) Ingredients of Culinary Creations, consisting of 9 variables, 3) Culinary Heritage storytelling, consisting of 8 variables, 4) Local Culinary Techniques storytelling, consisting of 3 variables, and 5) Culinary Wisdom and Food Safety storytelling, consisting of 3 variables.
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