The Influence of Image and Perceived Value on Thai Tourists’ Loyalty of Gastronomy Tourism in Phra Nakhon Si Ayutthaya Province
Keywords:
Gastronomy Tourism, Image, Perceived Value, LoyaltyAbstract
The purpose of this research is to study the influence of image and perceived value on Thai tourists’ loyalty to Gastronomy tourism in Phra Nakhon Si Ayutthaya Province. The sample group comprised 200 Thai tourists who visited and dined at restaurants awarded by the Michelin Guide 2024 in Phra Nakhon Si Ayutthaya Province. G*Power 3.1.9.2 software and multistage sampling were utilized for data collection. Data were gathered through questionnaires and analyzed statistically using descriptive statistics, including frequency, percentage, mean, standard deviation, and multiple regression analysis for hypothesis testing. The results found that the majority of respondents were female, aged 31-40, holding a bachelor's degree, employed in government or state enterprises, with a monthly income of 10,001-20,000 baht. Their average travel expenditure per trip was 1,001-2,000 baht, they used private vehicles for travel and were domiciled in Phra Nakhon Si Ayutthaya Province. Overall, respondents held a positive perception of image, perceived value, and satisfaction with culinary tourism. Regarding hypothesis testing, statistically significant influences were found between tourism activity image, social value perception, cost perception, and Thai tourists' satisfaction with culinary tourism at a significance level of 0.05.
References
Agapito, D. (2020, July). The senses in tourism design: A bibliometric review. Annals of Tourism Research, 83, 102934.
Ben-Artiz, E., & Mikulincer, M. (1995). Lay theories of emotion conceptualization and measurement. Imagination. Cognition, and Personality, 15(3), 249-271.
Björk, P., & Kauppinen-Räisänen, H. (2016). Local food: A source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177–194.
Bourdeau, L. B. (2005). A new examination of service loyalty: identification of the antecedents and outcomes of additional loyalty framework. Doctoral thesis. Florida University. Journal of International and Thai Tourism, 15(1), 22-46.
Çanakçı, S. D., & Birdir, K. (2020, April). The relation among food involvement, food variety seeking and food neophobia: A study on foreign tourists visiting Turkey," Current Issues in Tourism. Taylor & Francis Journals, 23(8), 917-928.
Chen, Q., & Huang, R. (2018). Local food in China: A viable destination attraction. British Food Journal, 120(1), 146–157.
Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and Impediment. Annals of Tourism Research, 31(4), 755-778.
Culiberg, B. (2010). Identifying service quality dimensions as antecedents to customer satisfaction in retail banking. Economic and Business Review, 12(3), 151-166.
Department of Tourism. (2023). Types of tourist attractions. http://osthailand.nic.go.th/masterplan_area/userfiles/files/Tourism.pdf.
Do Vale, R. C., Matos, P. V., & Caiado, J., (2016). The impact of private labels on consumer store loyalty: An integrative perspective. Journal of Retailing and Consumer Services, 28, 179-188.
Faul, F., Erdfelder, E., Lang, A.-G. & Buchner, A. (2007). G*Power 3: A Flexible Statistical Power Analysis Program for the Social and Behavioral sciences. Behavior Research Methods, 39(1), 175-191.
Flom, J. (2011). The Value of Customer Journey Maps: A UX Designer’s Personal Journey. Retrieved March 9, 2013, from https://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php.
Gronroos, C. (1990). Service Management and Marketing. Lexington, MA: Lexington Books.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis (7 th ed.).
New York: Pearson
Han, H., & Hyun, S.S. (2015). Customer Retention in the Medical Tourism Industry: Impact of Quality, Satisfaction, Trust, and Price Reasonableness. Tourism Management, 46, 20-29.
Husainee, N. (2018). Customer Service Experience and Perceived Value towards satisfaction in Boutique Hotel settings. [Master’s thesis]. Thammasat University.
Institute of Food Industry Development Foundation for the Institute of Food. (2022). Thai food industry in the fourth quarter, overview of 2022and trends in 2023. The National Food Institute Publication.
Jeaheng, Y., Al-Ansi, A., & Han, H. (2019). Halal-friendly Hotels: Impact of Halal-friendly
Attributes on Guest Purchase Behaviors in the Thailand Hotel Industry. Journal of Travel and Tourism Marketing, 36(6), 729-746.
Kim, J.M., Chung, Y.S., Jo, H.J., Lee, N.J., Kim, M.S., Woo, S.H., Park, S., Kim, J.W., Kim, H.M., & Han., M.G. (2020). Identification of Coronavirus Isolated from a Patient in Korea with COVID-19. Osong Public Health, 11, 3-7.
Jullasilp, K. (2018). Marketing Management Strategy for Food tourism Promotion of Thai tourist in Phra Nakhon si Ayutthaya Province. [Master’s thesis]. National Institute of Development Administration.
Kim, B.F., Santo, R.E., Scatterday, A.P., Fry, J.P., ynk, C.M., Cebron, S.R., Mekonnen, M.M., Hoekstra, A.Y., de Pee, S., Bloem, M.W., Nef, R.A., & Nachman, K. E. (2020). Country-specifc dietary shifts to mitigate climate and water crises. Global Environ Change, 62,101926.
Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2017). Food and cuisine image in destination branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2), 238-251.
Lin, L. P., & Huang, S. C. (2018). Modeling Chinese post-90'2 tourism loyalty to the ex-rival state using the perceived value approach. Tourism and hospitality management, 24(1), 23-40.
Mcintosh, R., Goeldner, C. R., & Ritchie, B. J. (2007). Tourism: Principles, practice and philosophies (7th ed.). New York: John Wiley & Sons.
Michelin Guide. (2022). https://guide.michelin.com/th/th/article/news-and-views/the-michelin-guide-thailand-unveils-its-list-of-133-bib-gourmand-restaurants-in-2022.
Ministry of Tourism and Sport. (2015). Tourism Statistics 2015. https://www.mots.go.th/download/AnnualReport/AnnualReport2015compressed.pdf
______. (2017). Tourism Statistics 2017. https://www.mots.go.th/download/AnnualReport/AnnualReport2017compressed.pdf
______. (2021). Tourism Statistics 2021. https://www.mots.go.th/download/AnnualReport/AnnualReport2021compressed.pdf
______. (2023). Tourism Statistics 2023. https://www.mots.go.th/download/AnnualReport/AnnualReport2023compressed.pdf
Moon, H., & Han, H. (2019). Tourist Experience Quality and Loyalty to an Island Destination: The Moderating Impact of Destination Image. Journal of Travel and Tourism Marketing, 36(1), 43-59.
Nurittamont, W. (2019). Enhancing e-service quality of airline industry: An empirical study in customers of low cost Airline. International Journal of the Computer, the Internet and Management, 27(1), 91-95.
Nurittamont, W. (2021). Enhancing the factors influence on purchasing decision of endowment insurance: Case of testing mediate and moderate variables. International of Management Information and Decision Sciences, 24 (2S), 1-11.
Nurittamont, W. (2022). The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming. International Journal of Innovation, Creativity and Change, 13(12), 661-673.
Prasiasa, D. A. D. S. W., Kurniady, D. A., & Sutono, A. (2020). Interpreting Local Cuisine as a Tourist Attraction Klungkung City. Journal of Talent Development and Excellence, 12(1), 56-64.
Scarpato, R. (2002). The perspective of gastronomy studies. Routledge.
Schechter, L. (1984). A Normative Conception of Value. Progressive Grocer, Executive Report, 12–14.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Smith, S. L. J., & Honggen, X. (2008). Culinary tourism supply chains: A preliminary examination. Journal of Travel Research, 46(3), 289–299.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Tasci, A. D., & Gartner, W. C. (2007, May). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Tefera, O. (2017). Service quality, customer satisfaction and loyalty: The perceptions of Ethiopian hotel guests. Journal of Hospitality, Tourism and Leisure, 6(2), 1-22.
The Office of the National Economic and Social Development Council. (2023). Thai Economic Outlook for 2023. https://www.nesdc.go.th/download/document/Yearend/2021/plan13.pdf /. 15 January 2565.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means end model and synthesis of evidence. The Journal of marketing, 2(2).
