Tourist segmentation based on food risk perception : A study of Australian tourists in Phuket

Abstract

This study taken in Phuket with aim to: 1). To examine the food risk perceptions of Australian tourists in Phuket. 2). To categories Australian tourists into different groups based on their food risk perception benefit regarding Phuket Island 3). To profile the different groups of Australian tourists based on their food risk perception targeted information of each groups. The study employed a quantitative methods of data collections. A self- administered were used, started by distributing questionnaires to Australian tourists who have had experience in food consumption in Phuket. Data collection was conducted during the month. October to November 2016, with 400 respondents from Australia. Five dimensions factors including overall food risk perception level in Phuket and satisfaction of food in Phuket were used to investigate the perceived Phuket's food risk perception. Analyze the data with SPSS program, the statistics used in the analysis were percentage, frequency, mean, and standard deviation. Include cross-table analysis, analysis, composition, differences between the three groups. A study on the classification of tourists by food risk perception: A case study of Australian tourists in Phuket. It was found that the most important factor in choosing the most important food consumption was Cleanliness (average 3.35) and the most important factor for Australian tourists in choosing food. The presence of flies and other insects do not consumption local food. (Average 3.85). The results of factor analysis shown that the majority of travelers Perceived risk of consumption in Phuket is low. (Average 43.50%), followed by medium-level risk appetite at 37.90% and low-risk travelers at 18.60%. Moreover, the study shown that each group of travelers have difference level of perceiving food risk perception while traveling in Phuket. Younger traveler has perceived food risk perception more than traveler ages between 45 -54 years old. Furthermore, Sex and education have no significant impact on the perceived risk of food consumption in Phuket. In addition, the good image of the choice of food is the social aspect. Australian tourists are concerned in very little. When traveling with other factors. The average concern is. 2.41. The composition of the three groups of tourists a group of tourists who are very concerned about eating or consuming food in Phuket is a group of tourists between the ages of 25-34 years, and in contrast, the tourists who have less concerned about eating food in Phuket is the tourists ages between 45-54 years old. Although in this study. There are restrictions on information related to the consumption of local foods that are diverse and well-known to foreigners. But this study provides useful information. And importantly, the choice of food. Of Australian tourists Influence of food choices in Thailand. Highlights of eating and the factors that are important to the market and the traveler to decide to consumption food in Phuket.