Exploratory Factor Analysis of Sensory Experience for Cultural Festival in Thailand
Article Sidebar
Main Article Content
Abstract
This research is the context for designing the sensory experience of a cultural festival in Thailand. The research aims to 1) Analyze trends using Ethnographic Delphi Futures Research techniques and 2) Exploratory factor analysis. The research tools used were 1) interviews and questionnaires of 17 experts and 2) questionnaires on the opinions of 310 tourists who had attended cultural festivals in Thailand. Data analysis using statistical procedures such as median, interquartile range. and exploratory research analysis.
The research results found that trends in designing sensory experiences at cultural festivals in Thailand can be summarized into 25 main trends divided into 5 areas which experts have a consensus on at a higher level. The median is between 4-5 and the difference between the 3rd and 1st quartiles is between 0-1. As for the exploratory factor analysis, it was found that there was a KMO value of 0.931 and was grouped into 5 components. These include 1) taste experiences, 2) sound experiences, 3) touch experiences, 4) smell experiences, and 5) sight experiences. The results of this research will be useful to those involved in organizing festivals in Thailand in applying them to design and organize activities that create a sensory experience for attendees.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Berridge, G. (2007). Events Design and Experience. London: Routledge.
Comrey, A.L. and Lee, H.B. (1992). A First Course in Factor Analysis. New York: Psychology Press.
Dubois, D., Cance, C., Coler, M., Pate, A. and Guastavino, C. (2021). Sensory Experience: Exploring Meaning and The Senses. USA: John Benjamins Publishing Company.
Kachawangsie, A., Buakhao, S. and Puttipong, A. (2018). Retail Business Strategies Of Thailand Competitiveness in The ASEAN Economic Community. Valaya Alongkorn Review, 8(2), 141-155.
Panklan, K. (2018). Marketing Communication in Sensory Perception on Thai Dessert of Japanese Consumer in Tokyo, Japan. (Independence Study). Bangkok University, Bangkok.
Pulpattaracheewin, J. (2009). Future Research. Journal of the Association of Researchers, 13(2), 9 -13.
Pumma, N. and Rodsub, N. (2012). Nostalgia in Thai Tourism Industry. Mekong-Salween Civilization Studies Journal, 3(special), 47-59.
Rovinelli, R. J., and Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Santichat, T., Jaroenwisan, K. and Boonmeesrisa-nga, M. (2021). Sensory Experience Creation for Cultural Festival in Thailand. Research & Development Journal, Loei Rajabhat University, 16(58), 1–12.
Singh, R. and Mehraj, N. (2019). Evaluating The Influence Of Destination Brand Experience On Tourist Behavioral Intention. A Pathmaking Journal, 9(2), 199-226.
Srisawat, P. and Kittayapong, J. (2018). Experiences of Customers who Use the Services of Creative Space “Chang Chui”. Proceeding of The 2nd UTCC Academic Day, University of Thai Chamber of Commerce, Bangkok, 1435-1446.
Stein, A. and Ramaseshan, B. (2016). Towards the Identification of Customer Experience Touch Point Elements. Journal of Retailing and Consumer Services, 30, 8-19.
Sukkorn, C. (2019). Cultural Tourism in Thailand. Journal of Sustainable Tourism Development, 1(2), 1-7.
Torabi, A., Hamidi, H. and Safaie, N. (2021). Effect of Sensory Experience on Customer Word-of-mouth Intention, Considering the Roles of Customer Emotions, Satisfaction, and Loyalty. International Journal of Engineering, 34(3), 682-699.
TAT Review Magazine. (2023). Situation of Domestic Tourism in Thailand 2022. Retrieve from https://tatreviewmagazine.com/article/situation2022