The Effects of Experiential Value and Customer Experience Quality on Local Gastronomy Perception and e-WOM Intention among Customers of MICHELIN Guide-Listed Restaurants in Thailand
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This study examines the effects of experiential value and customer experience quality on local gastronomy perception and e-WOM intention among customers of MICHELIN Guide-listed restaurants in Thailand. Using purposive sampling, data were collected through a structured questionnaire from 280 respondents who had dined at MICHELIN Guide-listed restaurants in Thailand within the previous 12 months. The data were analyzed using descriptive statistics and multiple regression analysis. The findings indicate that both experiential value and customer experience quality exert significant positive effects on local gastronomy perception and e-WOM intention (p < .01). Customer experience quality showed a stronger effect on local gastronomy perception (β = .60) than experiential value (β = .34), and a stronger effect on e-WOM intention (β = .74) than experiential value (β = .16). The two predictors explained 82.75% of the variance in local gastronomy perception and 77.90% of the variance in e-WOM intention. These findings suggest that both experiential and quality-based evaluations are important in shaping customers’ perceptions of local gastronomy and their intentions to share dining experiences online in the context of MICHELIN Guide-listed restaurants in Thailand.
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1. ทัศนะและข้อคิดเห็นใดๆ ในวารสารนวัตกรรมสังคมและการเรียนรู้ตลอดชีวิตเป็นทัศนะของผู้เขียน กองบรรณาธิการไม่จำเป็นต้องเห็นพ้องด้วยกับทัศนะเหล่านั้นและไม่ถือว่าเป็นความรับผิดชอบของกองบรรณาธิการ
2. ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละบทเป็นของผู้เขียนแต่ละท่าน กรณีมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์ถือเป็นความรับผิดชอบของผู้เขียนแต่เพียงฝ่ายเดียว
3. ลิขสิทธิ์บทความเป็นของผู้เขียนและมหาวิทยาลัยฟาร์อีสเทอร์นได้รับการสงวนสิทธิ์ตามกฎหมาย การตีพิมพ์ซ้ำต้องได้รับอนุญาตโดยตรงจากผู้เขียนและมหาวิทยาลัยฟาร์อีสเทอร์นเป็นลายลักษณ์อักษร
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