Exploratory Factor Analysis of Islamic Attributes of Destination: A Case Study of Krabi Province, Thailand
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Abstract
Given the fact that there was still a lack of component identification of Islamic attributes of destination for non-Muslim destinations in particular to Thai context, this study therefore aims at uncovering dimensionalities underlying Islamic attributes in non-Muslim destination by Exploratory Factor Analysis (EFA) method and choosing Krabi Province, a well-known touristic city in southern Thailand, as a case study.
The investigation was conducted on 371 cases of inbound Muslim tourists by quota and purposive survey methods. The survey instrument demonstrated good validity and reliability before use with Item Objective Congruence (IOC) score for all question items greater than 0.5 and Cronbach's alpha of 0.901.
The result is found that the factor structure of Islamic attributes of destination is composed of four distinct principal components namely hotel and restaurant hospitality, worship facilities and food, public places, and entertainment and art. Total variance captured by these components accounts for 64.837%. The finding also indicates acceptable appropriateness of the indicators used for factor structure detection illustrated by Kaiser-Meyer-Olkin (KMO) of 0.728 and significant Bartlett's test of sphericity.
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