Community-based Tourism at Tamot District, Phatthalung Province: Exploratory Factor Analysis
DOI:
https://doi.org/10.55164/ecbajournal.v18i1.281226Keywords:
Community-based Tourism, Phutthalung Province, Exploratory Factor AnalysisAbstract
This research aims to investigate the dimensionality of community-based tourism at Tamot district, Phutthalung province. The research sample consisted of 400 Thai tourists aged 20years and over, who have visited community tourism sites in Tamot district, Phatthalung province. The sampling method was convenience sampling. The research instrument was 5-point Likert scale questionnaires. The preliminary scale consisted of 19 items (a= .944). Data was analyzed via exploratory factor analysis, using SPSS. The results indicate that community-based tourism had three dimensions including (1) tourists experience, (2) environment and services and (3) community products with 15 indicators. Executives, marketers and government agencies related to tourism can use the research results to promote and create tourism products that are in line with community tourism in Tamot district, Phatthalung province, taking into account all three dimensions to strengthen and make community tourism in Tamot district, Phatthalung province stronger and more outstanding.
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