Pornchanok อิทธิพลของภาพลักษณ์ในฐานะตัวแปรกำกับที่เชื่อมโยงคุณค่าที่รับรู้และ ความตั้งใจท่องเที่ยวเชิงอาหาร
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Abstract
This research article aimed to (1) examine the levels of perceived value, image, and culinary tourism intention, and (2) investigate image as a moderating variable linking perceived value and culinary tourism intention. A questionnaire was used as the research instrument to collect data from a sample of 385 tourists in the lower central region provinces, obtained through non-probability sampling using convenience sampling method. Statistical methods employed for data analysis included frequency, percentage, mean, standard deviation, coefficient of variation, and Structural Equation Modeling (SEM) using Partial Least Squares (PLS) with the ADANCO 2.7 software.
The research findings revealed that (1) tourists perceived value, image, and culinary tourism intention at the highest level, with perceived value having a mean of 4.27 (S.D. = 0.428), image having a mean of 4.26 (S.D. = 0.445), and culinary tourism intention having a mean of 4.26 (S.D. = 0.426); and (2) image played a moderating role in linking the relationship between perceived value and culinary tourism intention. The analysis of total effects showed that perceived value (TE = 0.940) and image (TE = 0.825) had statistically significant total effects on culinary tourism intention (TE = 0.877), reflecting that both perceived value and image are important factors influencing tourists' culinary tourism intention.
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References
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