Influence of the Aspect of Chinese Cuisine on Tourist�s Satisfaction and Loyalty in Songkhla Province

Abstract

The migration of Chinese people to Thailand since the 14th century has significantly influenced the country�s cultural and culinary identity. This integration is especially reflected in cuisine, shaping cuisine preferences and behaviors among Thai people. Songkhla Province, as a culturally rich destination, has embraced this culinary fusion, supporting initiatives like the �Songkhla Creative City of Gastronomy� to promote food tourism. This study aims to investigate the factors influencing destination satisfaction and loyalty among Chinese diners in Songkhla. Specifically, it examines the roles of Chinese cuisine destination image, perceived quality, familiarity, and self-congruity in shaping satisfaction, as well as the effect of satisfaction on loyalty. A quantitative methodology was applied using validated questionnaires, and data were analyzed through Structural Equation Modeling (SEM). The results confirm all five proposed hypotheses. The model explained 62.8% of the variance in destination satisfaction (Adjusted R� = 0.625), with self-congruity (? = 0.515), Chinese cuisine image (? = 0.211), perceived quality (? = 0.141), and familiarity (? = 0.123) all showing significant influence. Furthermore, destination satisfaction significantly predicted destination loyalty (R� = 0.360, ? = 0.600). These findings highlight the importance of aligning culinary and cultural identities with visitor values to enhance satisfaction and encourage loyalty. The study provides useful insights for destination marketers and restaurant operators in developing meaningful experiences for Chinese tourists.Keywords: Chinese cuisine, destination satisfaction, destination loyalty, self-congruity, Songkhla

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