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

Main Article Content

พิมพ์ระวี โรจน์รุ่งสัตย์


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.


Article Details



การท่องเที่ยวแห่งประเทศไทย. (2556). แนวคิดในการท่องเที่ยว. กรุงเทพฯ.
ธนิต วิจิตรพันธุ์. (2555). เพชรบุรี เมืองหลากมิติ. นิตยสารผู้จัดการ 360 องศา. ค้นหาเมื่อ 25 สิงหาคม
2560, จาก
ปิรันธ์ ชิณโชติ และ ธีระวัฒน์ จันทึก. (2559). รูปแบบการจัดการการท่องเที่ยวเชิงสร้างสรรค์ของสวนผึ้ง.
Veridian E-Journal, ฉบับที่ 1 (มกราคม-เมษายน), หน้า 250-268.
สรายุทธ กันหลง. (2555). การทดสอบความเชื่อมั่นของแบบสอบถาม Cronbach's alpha. Ipernity.
ค้นหาเมื่อ 25 มกราคม 2561, จาก
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of
Tourism Research, 26(4), 868-897. Retrieved from
Boniface, P. (2003). Tasting Tourism: Travelling for Food and Drink. Hampshire: Ashgate.
Boyne, S., Hall, D. & Williams, F. (2003). Policy, support and promotion for food-related
Tourism initiatives: A marketing approach to regional development. Journal of Travel
and Tourism Marketing 14, 131-54.
Cohen, E and Avieli, N. (2004). Food in tourism. Attraction and Impediment. Annals of
Tourism Research Vol. 31 (4) Oct 2004. pp 755-778.
Echtner, C. M., & Ritchie, J. R. B. (2003). The meaning and measurement of destination image.
Journal of Tourism Studies, 14(1), 37-48.
Hair, J. F. (2006). Multivariate data analysis (6th ed. ed.). Upper Saddle River, N.J.: Pearson
Prentice Hall.
Hall, C.M. (2003). Wine food and tourism marketing: Preface. Journal of Travel and Tourism
Marketing 14, xxiii.
Haukeland, J.V. & Jacobsen, J. K. S. (2001) Gastronomy in the periphery Food and cuisine as
tourism attractions on the top of Europe. Paper: 10th Nordic Tourism Research Conference, Vasa, Finland 18–20 October 2001 (on-line) Available from: (Accessed 16 January 2016)
Hijalager, A. & Richards, G. (eds.) (2002). Tourism and Gastronomy. London: Routledge.
Jameson, F. 1991. Postmodernism or, The Cultural Logic of Late Capitalism (on-line)
Available from: (Accessed on 7 September 2016)
Kaspar, C. (1986). The impact of catering and cuisine upon tourism. In 36th AIEST Congress:
The Impact of Catering and Cuisine Upon Tourism. Montreux, Switzerland: AIEST.
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed. ed.). New
York: Guilford Press.
Kozak, M. & Decrop, A. (2009). Handbook of tourist behavior, theory and practice. New York:
Leisen, B. (2001). Image segmentation: the case of tourism destination. Journal of Service
Marketing, 5(4), 49-56.
Long, L. (ed.) (2003). Culinary Tourism: Food, Eating and Otherness. Lexington:University of
Kentucky Press.
Quan, S. & Wang, N. (2003). Towards a structural model of the tourist experience: An
illustration from food experiences in tourism. Tourism Management 25, 297-305.
Du Rand, G. E. & Heath, E. (2006). Towards a framework for food tourism as an element of
destination marketing. Current Issues in Tourism.
Ritchie, J.R.B. & Crouch, G.I.(2003). The competitive destination: a sustainable tourism
perspective. Wallingford: CABI.
Selwood, J. (2003). The lure of food: Food as an attraction in destination marketing in
Manitoba, Canada.
In C.M. Hall, L. Sharples, R. Mitchell, N. Macionis and B. Cambourne (eds.) Food Tourism
around the World. Oxford: Butterworth Heinemann.
Stange, J. Brown, D. (2011). Tourism destination management achieving sustainable and
competitive results. Washington D.C.: US Agency for International Development.
Tourism Queensland (2003). Food tourism. (on-line) Available from:
(Accessed on 9 February 2016)
Tsiotsou, R. H. & Goldsmiths, R.E. (2012). Strategic Marketing in tourism service. Bingley, UK:
Emerald Group.
Urry, J. (2002) 2nd ed. The Tourist Gaze. London: Sage.