THE INFLUENCE OF CULTURAL HERITAGE VALUES AND GASTRONOMY TOURISM ON CULTURAL IDENTITY IN PHUKET OLD TOWN, THAILAND

The present study sought to examine the influence of cultural heritage values and gastronomy tourism on cultural identity in Phuket Old Town, Thailand. The sample was 400 tourists chosen through accidental sampling; a questionnaire was distributed to them to collect the data. The results were analyzed through a statistical computer program that consists of factor analysis, exploratory factor analysis, confirmation factor analysis, and structural equation modeling. Research results in structural equation modeling show that there are two factors: cultural heritage value and gastronomy components, which will influence the cultural identities in Phuket Old Town, Thailand. The findings suggest that the final model can analyze to key activities four D’s of Design to be sustainability for the cultural heritage values and gastronomy tourism in Phuket Old Town.