TOURISM EXPERIENCE NEED FOR LOCAL FOOD TOURISM ACTIVITIES OF TRANG PROVINCE, THAILAND

This research article aims to analyze tourism experience for local food tourism activities in Trang.Province, Thailand This action research was used quantitative research with a research tool as questionnaires The sample group in this research, who are 400 Thai consumers that had eaten in local restaurants. Data was analyzed by using descriptive exploratory and confirmatory factor analysis. Standardized factor loading was found greater than 0.5 for all components. The samples are suitable for acceptable empirical data. The Research found that the result of exploratory and confirmatory factor analysis of the need for tourism experience for local food tourism activities in Trang Province had different factors. Data from confirmatory factor analysis: CFA had gotten 3 components 1) Edutainment is consist of 6 indicators, 2) Esthetics consist of indicators and 3) Escape consist of 4 indicators. The most influential factor of tourist experience needed for local food tourism activity in Trang Province, Thailand was esthetics that factor loading was 0.94. The esthetics component was consisting of 1) living with the Muslim lifestyle on the island and joining cook local seafood, 2) Living with the old town community and joining cook Thai-Chinese food, and 3) Taking a tuk-tuk for sightseeing and dining. The article can be used to define, develop or modify the elements of food tourism activities according to the context of the area.