An Exploratory Factor Analysis of International Food Tourist’s Motivation to Phuket, Thailand
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Abstract
The primary objective of this research is to examine the internal motives of international tourists for food tourism in Phuket. Prerequisite data were collected by questionnaires using convenient sampling techniques from 414 tourists. Descriptive statistics were used to summarize the demographic profile and travelling behavior. An exploratory factor analysis was employed to analyze the motivation of tourists towards food tourism in Phuket. The findings revealed that most of the tourists were the westerners, male, whose age between 21-30 years, and graduated with a bachelor's degree. The majority visited Phuket for the first time, arranged their trip by themselves, and spent their vacation in Phuket around 1-2 weeks. The results of exploratory factor analysis on motivation indicated five principal factor dimensions in the order of importance: 1) local food experience, 2) food activities and events, 3) gaining and sharing food knowledge, 4) socialization and relaxation, and 5) cultural knowledge and satisfaction. Based on the study’s findings, practical implications for food tourism market development are suggested.
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