Factors Affecting Purchase Intention Towards Food Stores at OTOP Nawatwithi Tourism Community in Southern Thailand.

The OTOP Nawatwithi tourism community is a local tourism route. Bringing both direct and indirect benefits to Thai society. However, tourists' purchase intentions need to be considered, which can be made under the influence of price or perceptions of quality, value, or any other customer's satisfaction. This research is quantitative. The objective is to study the factors of store atmosphere, perceived value, and digital marketing affecting the purchase intention towards the food store of the OTOP Nawatwithi tourism community in the southern region of Thailand. Data were collected from tourists who traveled to the OTOP Nawatwithi tourism community in the south. The Cochran method, a statistical formula, was used to calculate the sample size of 385 people, ensuring a representative sample. The researcher increased the sample size to 490, using a non-probability sampling method, and setting quotas to store data. By dividing the OTOP Nawatwithi tourism community in the southern region into 14 provinces, 417 sets of complete data were returned. Multiple regression analysis was used to analyze hypotheses using the Software Package for Social Sciences (SPSS). The result reveals that store atmosphere (β = 0.532, t = 10.206), perceived value (β = 0.211, t = 3.542), and digital marketing (β = 0.170, t = 2.944) have a positive effect on the intention to purchase food in the food store of the OTOP Nawat tourism community. This result reflects the priorities that stakeholders like food store owners, community leaders, and local government officials should pay attention to increase the overall income for the OTOP Nawatwithi tourism community. [ABSTRACT FROM AUTHOR]