Developing Local Food Image Management Model to Increase Tourist Loyalty: Case study of Phetchaburi

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พิมพ์ระวี โรจน์รุ่งสัตย์

Abstract

This research aim to develop local food image management model to increase tourist loyalty in Phetchaburi province as a case. Methodology focused on quantitative method. The results showed that the influential components towards tourist loyalty were identity (β =.262), creativity (β =.134), and nutritive value (β =.117). Factors influence the [1]strengthening of tourist loyalty in topic of revisiting were identity (β =.251) and creativity (β =.119). The results also showed that the influential components towards involvement of local food image protection were identity (β =.177) and factors influence the strengthening of tourist loyalty in topic confidence were suitable price (β =.225) and identity (β =.199).  Overall, direction of local food image management model of Phetchaburi province should focus on identity, creativity, nutritive value and suitable price consecutively.

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