Exploratory Factor Analysis of Memorable Tourism Experiences in the Eastern Lanna Special Economic Zone
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Abstract
The objective of this research is to analyze the components of memorable tourism experiences among tourists who have visited the Eastern Lanna Special Economic Zone. The sample consists of 440 tourists who have traveled to the zone. Data were collected using a 5-point Likert scale questionnaire and a multi-stage sampling method. Statistical analysis included percentage, mean, and standard deviation. Exploratory Factor Analysis (EFA) was conducted using Principal Component Analysis (PCA) for factor extraction and Varimax rotation. The analysis revealed that tourists' memorable tourism experiences are comprised of six components: the pursuit of happiness, novelty, local culture, revitalization, meaningfulness, and participation.
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