THE CAUSAL MODEL AFFECTING TOURISTS’ PERCEIVED VALUE OF GASTRONOMIC TOURISM IN NAKHON PATHOM PROVINCE
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Abstract
This research aimed to study the causal factors affecting the perceived value of gastronomic tourism in Nakhon Pathom Province. A quantitative research method was employed, using a sample of 400 tourists selected through stratified random sampling, classified by gastronomic tourism destinations. The research instrument was a questionnaire. Quantitative data analysis was conducted using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as structural equation modeling analysis using the Partial Least Squares (PLS) method. The research findings revealed that 1) image, 2) brand awareness, and 3) quality of tourism destinations had direct and indirect effects on perceived gastronomic tourism value, with statistical significance at the .001 level. The quality of gastronomic tourism destinations serves as a mediating variable. According to the result analysis, guidelines for creating perceived value can be proposed as follows: 1) developing food identity and quality services, 2) creating local image and brand through digital channels, and 3) promoting community participation through experiential activities. The study revealed that the quality of gastronomic tourism destinations was the variable with the highest influence on tourists’ evaluation of gastronomic tourism value. However, destination image and brand awareness had both direct and indirect effects through the destination quality. This study reflects the important role of gastronomic tourism destination quality as a mediating variable in creating perceived value of gastronomic tourism at the provincial level.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏนครปฐม
เนื้อหาของแต่ละบทความเป็นทัศนะของผู้เขียน ซึ่งที่ปรึกษา บรรณาธิการ กองบรรณาธิการ และคณะกรรมการบริหารวารสารไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
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