Understanding Tourists Perception Toward Local Gourmet Consumptioninthe Creative Cityof Gastronomy Factors Influencing Consumer Satisfactionand

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Understanding Tourists’ Perception Toward Local Gourmet Consumption in

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Article in Journal of Quality Assurance in Hospitality & Tourism · August 2023

DOI: 10.1080/1528008X.2023.2247159
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Understanding Tourists’ Perception Toward Local

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Gastronomy: Factors Influencing Consumer
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Nichapat Sangkaew, Aziz Nanthaamornphong & Chayanon Phucharoen
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JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
https://doi.org/10.1080/1528008X.2023.2247159
Understanding Tourists’ Perception Toward Local Gourmet

Consumption in the Creative City of Gastronomy: Factors
Influencing Consumer Satisfaction and Behavioral
Intentions
Nichapat Sangkaewa, Aziz Nanthaamornphongb, and Chayanon Phucharoenc
a
College of Digital Science, Prince of Songkla University, Hat Yai, Thailand; bCollege of Computing, Prince
of Songkla University (Phuket Campus), Phuket, Thailand; cFaculty of Hospitality and Tourism, Prince of
Songkla University (Phuket Campus), Phuket, Thailand
ABSTRACT KEYWORDS
Restaurants in tourist destinations, particularly Phuket’s Creative Sentiment; local food;
City of Gastronomy, are essential to the tourism sector as food Michelin; restaurant;
substantially influences tourists’ satisfaction. Here, we analyzed TripAdvisor; tourism
tourists’ online review sentiments toward restaurants recog
nized by Michelin in a UNESCO City of Gastronomy using
Naïve Bayes Modeling. We identified four main attributes of
the tourists’ experience: food quality, service, ambience, and
price fairness. Additionally, we integrated the results from big
data analysis into importance – performance analysis, strongly
demonstrating that improving price fairness and service attri
butes in local food restaurants enhanced the perceived image of
a gastronomic destination. Moreover, local food could be an
essential factor that attracted tourists, and tasting local food
was among the most crucial tourist experiences in Phuket.
Promoting local identity and cuisine, as well as enhancing food-
related tourism activities, can improve tourists’ experiences and
increase positive reviews and customer satisfaction.
Introduction
Food plays a significant role in tourism, and it substantially influences tourist’
satisfaction (González et al., 2020; Mak et al., 2012; Rousta & Jamshidi, 2019).
Gastronomy tourism is presently exhibiting a growing trend (Ekizler et al.,
2022). Various studies have established that Thai cuisine plays a significant
role in attracting tourists to Thailand (Bongkosh Ngamsom et al., 2008;
Lertputtarak, 2012), and this is particularly true for Phuket, a renowned
Thai tourist destination. Most travelers know Phuket as a seascape and
beach destination, but an aspect of cultural tourism that has escalated sharply
in the region is the food and dining culture (Bonacho et al., 2018). In 2015, the
United Nations Educational, Scientific and Cultural Organization (UNESCO)
recognized Phuket as a “Creative City of Gastronomy” because of its rich
CONTACT Aziz Nanthaamornphong aziz.n@phuket.psu.ac.th College of Computing, Prince of Songkla

University (Phuket Campus), Phuket, Thailand
© 2023 Taylor & Francis Group, LLC
2 N. SANGKAEW ET AL.
culinary heritage and distinct traditional dishes (Chaopreecha et al., 2022;

Sangkaew & Zhu, 2022). Furthermore, UNESCO reported that the gastro
nomy sector contributes $3.6 billion to Phuket’s local economy annually
(UNESCO, n.d..). Additionally, a series of local restaurants in Phuket have
gained recognition and ratings from the MICHELIN Guide (MG), thus creat
ing a fresh and tantalizing array of choices for tourists to enjoy (MICHELIN
Guide Thailand, 2022).
It is great that the local restaurant sector has received recognition from
a global organization. Moreover, the presence of Michelin restaurants in
a place can enhance the cultural attraction of such a place and signify
a gastronomic excellence standard. This can enhance the overall appeal for
such a destination and ensure a unique experience for tourists seeking to
explore its local cuisine, as well as increase its business visibility, and generate
brand awareness. However, these restaurants must be prepared to satisfy
customers’ expectations. The results of “a sentiment analysis of Michelin-
starred restaurants” indicate that customers generally have extra expectations
for this type of restaurant owing to its acknowledgment and quality assurance.
Consequently, such customers exhibit negative emotions when their expecta
tions are not met (Rita et al., 2022).
To ensure a positive customer experience, restaurant managers and owners
must comprehend the factors that drive customer perceptions (Bonfanti et al.,
2023; Duarte Alonso et al., 2013). Positive customer experiences are crucial to
gaining competitive edges in the restaurant industry because a good experi
ence can produce various favorable outcomes, such as satisfaction, loyalty,
attitude, and brand preference (Hwang & Ok, 2013; Ryu & Han, 2011).
Customer expectations and experiences vary with the geography, culture,
and food offered (Mathayomchan & Taecharungroj, 2020). Thus, geography-
and culture-based restaurant-specific studies are crucial to understanding and
improving customer needs and experiences, respectively. Consequently, the
research questions of this study are: 1) What are the influential factors that
shape customer perceptions and expectations in Phuket’s Michelin-rated local
food establishments? and 2) Is there a difference in the means of the salience
and valence parameters of four different restaurant attributes?
The extant studies (Filiatrault & Ritchie, 1988; Muñoz et al., 2018; Qin &
Prybutok, 2008; Ribeiro Soriano, 2002; Ryu et al., 2012) revealed that restau
rant experience comprises the following four main elements: food, service,
atmosphere, and value. Further, previous studies employed primary data from
questionnaires or interviews to explore the factors influencing restaurant
experience. Notably, questionnaires represent the widely adopted, conven
tional data-collection method (Holzinger et al., 2011; Nsonwu et al., 2017).
However, this method is inherently limited by its reliance on the sample size
and constrained expression of opinions by respondents (Dillman et al., 2014;
Flick, 2018). Additionally, questionnaires are generally limited by their
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM 3
reliance on the respondents’ abilities and willingness to accurately report their

attitudes and behaviors (Tourangeau et al., 2000). To address the foregoing
limitations, researchers have increasingly relied on user-generated online
reviews, which offer a more extensive and diverse range of samples than
questionnaires while reducing the limitations of opinion expression (Buhalis
& Law, 2008). User-generated reviews often offer more detailed and in-depth
feedback than questionnaires by allowing users to articulate their thoughts and
opinions in their languages (Xiang et al., 2017). Additionally, user-generated
reviews are easier to comprehend than traditional questionnaires as they are
written in natural languages and are less structured (Narangajavana Kaosiri
et al., 2019). To the best of our knowledge, no study in Thailand has examined
the attributes of customer expectations and experiences in Phuket’s local
restaurants using a sentiment analysis of online reviews.
Thus, in this study, we aimed to fill this research gap by investigating
customer expectations and overall experiences in Phuket’s Michelin local
food restaurants and identifying novel elements that impact the restaurant
experiences in the local-establishment context using online reviews. By offer
ing insights into travelers’ perceptions, this study contributes to the extant
literature and can influence the business performance of local restaurant
entrepreneurs. The specific goals of this study include determining the key
components of the restaurant experience to enrich the extant literature and
deepen the understanding of the factors affecting customer perceptions.
Additionally, we offered practical, data-driven recommendations for local
restaurant entrepreneurs to improve the quality of their services based on
customers’ expectations. In doing so, we bridged the gap between academic
inquiries and real-world applications in the restaurant industry by supplying
actionable insights for local entrepreneurs to enhance their businesses.
Study context: Phuket as a gastronomical destination

Phuket, a renowned Thai tourist destination, is not only celebrated for its
picturesque seascape and beaches but also for its rich and diverse culinary
heritage. Local gourmet consumption has become a major draw for tourists,
with studies establishing the pivotal role of Thai cuisine in attracting visitors to
Thailand (Bongkosh Ngamsom et al., 2008; Lertputtarak, 2012). In 2015, the
United Nations Educational, Scientific and Cultural Organization (UNESCO)
bestowed the prestigious title of “Creative City of Gastronomy” upon Phuket,
recognizing its exceptional gastronomic offerings and culinary traditions
(Chaopreecha et al., 2022; Sangkaew & Zhu, 2022). This recognition further
boosted Phuket’s position as a top gastronomical destination and solidified its
status on the global culinary map.
The gastronomy sector also contributes significantly to the local economy.
UNESCO’s report reveals that gastronomy contributes a substantial
$3.6 billion annually to Phuket’s economy, further cementing its status as

a significant economic driver (UNESCO, n.d..). Moreover, several local restau
rants being recognized and rated by the prestigious MICHELIN Guide add
another layer of culinary excellence to Phuket’s offerings (MICHELIN Guide
Thailand, 2022), making it an even more attractive destination for food
enthusiasts.
In light of Phuket’s growing reputation as a gastronomical destination, it
becomes essential to explore and understand tourists’ perceptions and expec
tations concerning local gourmet consumption in the city. This study explores
the factors influencing customer satisfaction and behavioral intentions in
Phuket’s Michelin-rated local food establishments. By uncovering the key
components of the restaurant experience and identifying novel elements that
impact customer perceptions, this research seeks to provide valuable insights
for local restaurant entrepreneurs to enhance the quality of their services and
create a unique and memorable dining experience for visitors.
Literature review
Consumer behavior in the restaurant industry has garnered considerable
interest among scholars in recent years due to its complexity and the myriad
factors influencing it. Understanding these factors is crucial for businesses
aiming to enhance customer satisfaction and loyalty. Several studies have
identified various components influencing consumer behavior, such as food
quality, service, ambiance, and price fairness. However, most of this research is
conducted in a Western context, often overlooking the specific cultural ele
ments of non-Western settings. Furthermore, the perception of customers
toward Michelin-rated restaurants has not been thoroughly investigated, par
ticularly in local establishments that offer indigenous culinary experiences.
Hence, this study seeks to bridge this gap by exploring customers’ restaurant
experiences and identifying variations in customer perception across different
restaurant attributes in the specific context of Michelin-rated local food in
Phuket. This literature review delves into the main components of restaurant
experiences as identified in previous literature, laying the foundation for our
study’s research questions and hypotheses.
Restaurant perception
Customer experience is paramount to the success of enterprises, driving
customer loyalty, business advocacy, and customer retention (Becker &
Jaakkola, 2020; Bonfanti et al., 2023; Jeong & Jang, 2011; Mascarenhas et al.,
2006). Specifically, in the restaurant industry, customer experience forms the
crux of restaurant quality, heavily influenced by customer perceptions
(Mathayomchan & Taecharungroj, 2020; Yrjölä et al., 2019). Four key
attributes underpinning the dining experience widely recognized in literature

are food quality, service level, ambiance, and price fairness (Adak et al., 2022;
Ha & Jang, 2010; Jeong & Jang, 2011; Kala, 2020; Nakayama & Wan, 2019; Ryu
& Han, 2011; Shahzadi et al., 2018; Tuncer et al., 2021; Yasami et al., 2022;
Zibarzani et al., 2022)
A diner’s experience of cuisine, or food quality, is a primary attribute of
restaurants (Nakayama & Wan, 2019; Zhao & Liu, 2023). Various elements
contribute to food quality, including taste, diversity, visual appeal, nutritional
value, cleanliness, freshness, and temperature (Kim et al., 2009; Liu & Jang,
2009; Namkung & Jang, 2007; Qin & Prybutok, 2008). Yrjölä et al. (2019)
expanded this by compiling food-quality characteristics from recent literature
into customer value, presenting a wide array of value dimensions (Ryu et al.,
2012; Yasami et al., 2022).
Besides food quality, service quality significantly influences the overall restau
rant experience (Hwang & Ok, 2013; Kim et al., 2009; Ladhari et al., 2008;
Premordia et al., 2023; Tuncer et al., 2021). Traditional models identify five
dimensions of service quality: reliability, assurance, tangibility, empathy, and
responsiveness (McDougall & Levesque, 1995; Parasuraman et al., 1988). Liu
et al. (2014) further identified various restaurant-experience stages that incor
porate these dimensions. Yrjölä et al. (2019) consolidated these aspects into
service-quality characteristics, including error-free orders, prompt service, will
ingness to help, comfortable service, and understanding of customers’ needs.
Furthermore, the ambiance of a restaurant significantly impacts customers’
overall experiences (Hyun, 2010; Liu et al., 2023; Ryu & Han, 2011). Ambiance
quality encapsulates elements like signage and visual components, music,
interior design, facility aesthetics, and the presence of other customers (Im
& Seo, 2023; Namkung & Jang, 2008; Pantelidis, 2010). Yrjölä et al. (2019)
presented a comprehensive list of characteristics defining the physical envir
onment of a restaurant.
Finally, price fairness significantly affects the dining experience (Harrington
et al., 2011; Rintamäki et al., 2007; Serhan & Serhan, 2019). Nakayama and
Wan (2019) confirm its influence on customer satisfaction and post-dining
behavioral intentions, with Liu and Jang (2009) corroborating this finding.
However, Ekizler et al. (2022) study suggests an insignificant relationship
between price and tourists’ food-consumption intentions, indicating potential
discrepancies.
From the foregoing, the four widely recognized factors for evaluating dining
experience are food quality, food service, restaurant atmosphere, and price
fairness, and the words related to each attribute are compiled in Table 1. The
sensory perception of food is intricately influenced by environmental and
food-related characteristics (Jeong & Lee, 2021; Martins et al., 2022). Varied
culinary traditions stemming from diverse cultures across countries lead to
a multitude of food offerings (Askegaard & Madsen, 1998; Mak et al., 2012;
Table 1. The word conclusion of restaurant perception attribute by literature reviews.

Attribute Word of characteristics Study
Food Beverages, Bland, Burnt, Chewier, Chewy, Adak et al. (2022); Mathayomchan and
quality Cleanliness, Creamy, Crispy, Cuisine, Delicious, Taecharungroj (2020); Nakayama and Wan
Delicious, Dry, Edible, Enticing Food Smell, (2019); Tuncer et al. (2021); Yrjölä et al. (2019);
Fatty, Flavorful, Flavorsome, Fresh, Frozen, Zibarzani et al. (2022)
Greasier, Greasiest, Greasy, Healthiness,
Healthy Options, Hygiene, Homemade, Juicy,
Microwave, Mushier, Mushiest, Mushy,
Nutritious, Oily, Overcooked, Poisonous,
Presentation, Raw, Saltier, Saltiest, Salty,
Sizzling, Soggy, Spicy, Stale, Taste, Tasteless,
Tasty, Temperature, Tender, Texture,
Uncooked, Variety, Watery, Yummy
Service Accommodating, Aggressive, Apologetic,
Arrogant, Attentive, Bubbly, Caring,
Comfortable, Courteous, Delivery,
Disrespectful, Efficient, Engaging, Enthusiastic,
Error-Free orders, Fast, Friendly, Funny,
Grumpy, Helpful, Hospitable, Ignorant, Long,
Location, Male, Missing item, Neat, Ordered,
Patient, Polite, Professional, Problem, Prompt,
Pushy, Quick, Respectful, Rude, Service, Slow,
Speedy, Time, Timeliness Understaffed,
Understood needs, Unfriendly, Unhelpful,
Unprofessional
Ambiance Air Quality, Ambient Conditions, Artifacts, Bright,
Busy, Buzzing, Clean, Comfortable, Comfy,
Cozy, Cramped, Crowded, décor, Dining
Equipment, Dirty, Electric Equipment,
Environment, Esthetics, Facility Aesthetics,
Furnishing, Illumination, Interior, Intimate,
Layout, Lighting, Loud, Music, Noise, Odor,
Packed, Quiet, Quirky, Refurbished, Relaxing,
Rowdy, Rustic, Seating Comfort, Signs, Social,
Spacious, Stylish, Symbols, Temperature, Tidy,
Uncomfortable, Vibrant, View
Price Affordable, Bargain, Bill, Budget, Charge, Cheap,
fairness Cost, Costly, Deal, Discount, Expensive,
Inexpensive, Money, Overpriced, Pay, Portion,
Pound, Price, Pricey, Pricing, Quantity, Quid,
Rate, Reasonable, Rip, Size, Worth, Worthy,
Value
Putra et al., 2023). As a consequence, the dining experience assumes unique

attributes shaped by these cultural and environmental factors. Therefore,
a systematic investigation into the dining experience within the local-
establishment context is essential to identify novel elements that distinctly
impact restaurant experiences. Based on the diverse outcomes derived from
the aforementioned literature encompassing the four attributes, this study
explores these four restaurant attributes to measure customers’ restaurant
experiences and identify variations in customer perception and experience
across four distinct restaurant attributes of Phuket’s Michelin-rated local food.
The study’s null hypothesis (H₀) posits no significant difference in custo
mers’ perception and satisfaction regarding the four attributes under investi
gation. This hypothesis aligns with the findings of prior studies which reported
uniform responses to restaurant experience attributes. It suggests that
Figure 1. The process flow of study.
variations in customers’ perception and satisfaction may simply result from

random fluctuations and are not meaningfully driven by the restaurant’s
attributes (Kala, 2020; Shahzadi et al., 2018). On the other hand, the alternative
hypothesis (H₁) asserts that there is a significant difference in customers’
perception and satisfaction across the four attributes. This hypothesis is
grounded in research that found variations in customer satisfaction levels
based on different restaurant attributes such as food quality, service, ambiance,
and price fairness (Kala, 2020; Liu & Tse, 2018; Richardson et al., 2019;
Shahzadi et al., 2018). If data supports this hypothesis, it would suggest that
these restaurant attributes meaningfully drive the observed variations in
customers’ perception and satisfaction. The study seeks to test these contrast
ing hypotheses to contribute to the ongoing scholarly debate regarding the
influence of different restaurant attributes on customer perception and
satisfaction.
Methodology
This study employs the approach illustrated in Figure 1, and the approach
comprises the following three main steps: data collection, data preparation,
and data analysis.
Data collection
The first data-collection step comprises the selection of restaurants for the
study. To fill the existing research gaps, we examined customer expectations
and experiences in Phuket’s famous local restaurants. MG is generally known
as the world’s most prestigious gastronomy organization. The 2022 MG fea
tured five destinations in Thailand, namely Bangkok, Chiang Mai, Phang Nga,
Phra Nakhon Si Ayutthaya, and Phuket. Phuket was selected for our case study
because it is a well-known Thai tourism destination. It hosted the second-

highest number of tourists (more than 14 million travelers per year before the
COVID-19 pandemic) to the country, only behind Bangkok.
MG signals its restaurant reviews through the Michelin star-restaurant-
rating System. Restaurants are categorized by Michelin Stars, Michelin green
stars, Michelin Plate, and Michelin Bib Gourmand. Each category comprises
a unique restaurant-rating criterion. As the objective of this research is
centered on local food, a series of restaurants with Michelin Bib Gourmand
awards was employed in this study.
The Michelin Bib Gourmand is not as known as the Michelin Star, although
it is more popular among Michelin followers (MICHELIN Guide Nordic
Editorial Team, 2021). Since 1997, the guide has acknowledged local restau
rants offering “good quality, good value” with the “Michelin Bib Gourmand
Award” (The-MICHELIN-group, 2021). Bib Gourmand restaurants do not
follow a strict stereotype; they vary significantly with the local geography.
However, all Bib Gourmand restaurants offer a sense of satisfaction by offering
good local meals at fair prices (MICHELIN Guide Nordic Editorial Team,
2021). They offer three-course dishes comprising a starter, main course, and
dessert within a fixed budget range based on the restaurant’s geographic
location. The price points are 36 Euros in European areas, 40 U.S. dollars in
American cities, 300 Hong Kong dollars in the Hong Kong area, 5000 Yen in
Tokyo, and 1,000 baht in Thailand.
To gain insight into customers’ dining experiences in Phuket, we examined
restaurant reviews that were posted on TripAdvisor (www.tripadvisor.com),
which is a website designed to aid customers in obtaining travel-related
knowledge. It is widely acknowledged as a reliable resource for investigating
tourism (Egger & Egger, 2022). TripAdvisor has been instrumental in helping
tourists who are searching for local advice and travel recommendations (Wu
et al., 2014). In the year 2020, TripAdvisor recorded higher web traffic than
many other well-known travel property websites and influenced a large num
ber of trips (Tripadvisor-IR, 2021). We reviewed all the Michelin Bib
Gourmand restaurants in Phuket (12 restaurants in 2022) on TripAdvisor.
All the reviews for each restaurant were collected using Python, and 1,625
reviews were collected in October 2022.
Data preparation
Data preparation comprises cleaning the raw data for compatibility with
sentiment analysis. The data were treated over a series of functional nodes,
including punctuation- and number-eraser node, to remove all punctuation
and number characters; a case-converter node to convert all the characters
into lower cases; a stop word filter node to remove unimportant and insignif
icant words; a stemmer node that applies the Porter stemmer algorithm to
reduce words to their roots (Porter, 1980); and a text-processing node to

extract and expunge the most frequently and infrequently used words, respec
tively. Next, all non-English reviews were expunged, exported into
a spreadsheet, and classified into two groups based on recent tourism papers
(Taecharungroj, 2019; Taecharungroj & Mathayomchan, 2019). The reviews
with “excellent” and “very good” ratings were rated as positive, while the
lower-rating ones were rated as negative.
Data analysis
After cleaning, the data were transferred for analysis using the Naïve Bayes
algorithm to determine whether the reviews were positive or negative. Naïve
Bayes utilizes the Bayes theorem to determine the likelihood of an event
occurring given prior information about the conditions associated with it
(Kaviya et al., 2017). The use of the Bayes theorem with a robust independence
assumption between features accounts for the foundation of the Naïve Bayes
classification (Sugitomo et al., 2021). Recently, the algorithm has been applied
to hospitality and tourism research to examine tourists’ evaluations of tourist
destinations (Sangkaew & Zhu, 2022; Sugitomo et al., 2021; Taecharungroj &
Mathayomchan, 2019), establishing a correlation between customer senti
ments and hotel ratings (Hartigan, 1983) and categorizing customer feedback
regarding restaurants (Zhang et al., 2010).
Sentiment analysis
This study employed the Naïve Bayes method by KNIME (KMINE, n.d..).
KNIME is a free data-mining software package that is widely employed in
various research fields, particularly tourism (Mathayomchan &
Taecharungroj, 2020; Phucharoen et al., 2022; Sangkaew & Zhu, 2022;
Taecharungroj, 2019; Taecharungroj & Mathayomchan, 2019). KNIME cre
ates a Bayesian model from the given training data, as well as a Gaussian
distribution of the numerical attributes. This is followed by the prediction
process (Jagla et al., 2011). The results provide a prediction model and offer
a statistics table containing the attribute statistics, such as the counts per
attribute class pair, mean, and standard deviation of the attributes. In this
study, we focused on the attribute statistic output to compute the term
parameters, and the following two parameters were employed: salience and
valence. Both parameters have been presented in numerous studies to obtain
a deep understanding of perception and experience regarding tourism reviews
(Phucharoen et al., 2022; Sangkaew & Zhu, 2022).
Salience is calculated using the occurrence of words in the reviews (word
frequency). Here, salience is defined as the logarithm of word frequency to base
10, and this helps us account for the skewed distribution of word frequencies.
Using logarithms, outliers are reduced, and the results are further clarified
(Taecharungroj & Mathayomchan, 2019). We applied salience to obtain

a deepened understanding of consumer perceptions. Salience is an advantageous
parameter that indicates tourists’ likely perceptions and expectations of their
target destinations (Phucharoen et al., 2022; Sangkaew & Zhu, 2022).
Valence indicates the contrast between the frequencies of a term in positive
and negative reviews; it is calculated by dividing the difference between the
frequencies of the term in the positive and negative reviews by its total
frequency in both review types, following Equation (1) (Taecharungroj &
Mathayomchan, 2019).
PosMean NegMean
Valence ¼ : (1)
PosMean þ NegMean
The result obtained from the valence calculation was used to acquire
a useful tool for indicating the likely factors that would affect consumers’
perceptions of a place, either positively or negatively. A Naïve Bayes learner
node considers the likelihood of obtaining positive or negative reviews
(Beisken et al., 2013). For each attribute, the highest positive and lowest
negative ratings were 1 and − 1, respectively.
Analysis of variance
Next, the analysis of variance (ANOVA) test was conducted to perform multi
ple comparison analyses for the four attributes for measuring dining percep
tion/experience. ANOVA is the most popular multiple comparison analysis
statistic, which can be applied to a wide range of investigations in engineering,
biology, chemistry, psychology, social science, and clinical settings (Keselman
et al., 1998). The ANOVA results provide a deep understanding of the tourists’
perceptions of and experiences in Phuket restaurants.
Importance – performance analysis

Finally, the salience and valence of each term were applied to study
management actions and planning decisions using importance – perfor
mance analysis (IPA). Martilla and James (1977) proposed the IPA chart
as a straightforward graphical tool for advancing the creation of suc
cessful marketing strategies based on the judgments of the importance
and performance of each attribute. As shown in the two-dimensional
graph in Figure 2, the performance and importance measures are repre
sented on the horizontal and vertical axes, respectively. Both axes split
the IPA grid into four quadrants, where all the qualities are presented
according to their mean significance and performance ratings (Abalo
et al., 2007). The presence of an attribute in the top-left quadrant of the
grid indicates underperformance, whereas the presence of an attribute in
the bottom-right quadrant indicates overperformance (Martilla & James,
Quadrant I: Quadrant II:

Concentrate here Keep up the Good Work
Importance
Quadrant III: Quadrant IV:
Low Priority Possible Overkill
Performance
Figure 2. Important-performance analysis. Source: Martilla and James (1977).
1977). This method facilitates the identification of the attributes for

which a product or service underperforms or overperforms in numerous
research studies (Chen et al., 2020; Esmailpour et al., 2020; Hu et al.,
2021; Lee et al., 2021).
In this study, salience was used to represent the importance and perfor
mance measures on the vertical and horizontal axes, respectively. The
words in Quadrant I were perceived as very important. However, when
customers perceived that the performance was fairly low, it was indicative
of critical performance inadequacy, whereas the importance word indicated
a failure to satisfy the tourist. The words in Quadrant I must become the
priority for improving and allocating additional resources to ensure that
customers enjoyed suitable restaurant quality. This becomes a weakness
and might lower the competition level if not resolved immediately.
Quadrant II represents an area, where the word is perceived to be impor
tant and exhibits high-level performance, indicating the recommendation of
maintaining good work. This indicates that the tourist values the word in
Quadrant II and is satisfied with it. The word in Quadrant II must be
maintained to achieve its highest benefits and maintain a potential compe
titive advantage. Even if the word in Quadrant III is perceived to exhibit
low-level performance, it is perceived by customers as one that is not very
important. Therefore, consumers must not be overly concerned with the
word in Quadrant III. It does not require further action as it does not
contribute to improving the restaurant from the consumer’s perspective.
The word in Quadrant IV is perceived by consumers as one exhibiting
high-level performance, although it appears to exhibit very high importance
in their view. It is crucial to reevaluate the need to devote resources to this
quadrant; it would be better to reduce the resource allocation for the
attributes in this quadrant and shift the focus to another quadrant that
requires urgent attention.
Result
All reviews of each restaurant were collected using Python. Generally, 1,625
reviews were collected in October 2022, and 440 non-English reviews were
expunged. The tourists rated these restaurants on five levels: excellent, very
good, average, poor, and terrible. Most of them rated gave excellent and very
good ratings, accounting for 88% of the results. Conversely, the lower-rating
reviews accounted for 12%.
Employing supervised algorithms, such as Naïve Bayes, sentiment analyses
were performed for 1,182 English reviews for 12 Michelin Bib Gourmand
restaurants in Phuket on TripAdvisor. The algorithm generated 68 terms with
a frequency of over 50. We manually divided the words into four groups based
on conventionally accepted attributes for measuring dining perception theory
and the conclusion of a word list from the literature reviews presented in
Table 1. Words that were irrelevant to the four dining dimensions were
grouped as others (Table 2). The words in the “others” group were allocated
a vector that contained the emotion found in the lexical resources for emotions
in the English language (Giatsoglou et al., 2017). These words were loaded in
the utilized emotion dimensions regarding sentiment polarity, as well as the
spectrum of eight emotions by Plutchik (1994), namely anger, anticipation,
contempt, fear, pleasure, grief, surprise, and trust. Although the words in this
group contain significant values for defining the sentiment polarity, this study
mainly focused on terms related to restaurant dimensions as the main priority.
Thus, only the words in the four attributes for measuring dining perception/
experience were employed to determine significant differences in the para
meters of the terms used in reviews among restaurant dimensions using an
ANOVA analysis. With the question, “Is there a difference in the means of the
salience and valence parameters of four different restaurant attributes?” The
study’s null hypothesis (H₀) posits no significant difference in customers’
perception (salience) and satisfaction (valence) regarding the four attributes
under investigation, measured by the significance level at 0.05 of ANOVA. The
results are presented in Table 3.
The ANOVA results (Table 3) indicate that the mean salience of the four
dining dimensions was not significantly different, whereas the mean valence
Table 2. The word list result of each attribute.

Attribute Word
Food Authentic, Chef, Coconut, Cook, Cuisine, Curry Crab, Delicious, Dinner, Dish, Fish, Fresh, Local, Lunch,
quality Meal, Meat, Menu, Noodle, Pork, Quality, Rice, Salad, Sauce, Seafood, Shrimp, Soup, Southern,
Spicy, Taste, Tasty, Thai, Traditional, Yellow Curry
Service Friendly, Long, Order, Service, Staff, Serve, Friendly, Wait
Ambiance Atmosphere, Build, Decor, Home, Location, Old, People, Style, Table, Town
Price Expensive, Price, Reasonable, Worth
fairness
Others Amaze, Best, Disappointed, Enjoy, Excel, Experience, Fantastic, Good, Great, Love, Nice, Recommend,
Special, Try, Visit
Table 3. The results of the analysis of variance (ANOVA).

Descriptive ANOVA
Parameters Dining dimensions Mean Std. Deviation Min. Max. F P-value
Valence Ambiance 0.18 0.40 −0.40 0.82 4.25 0.01
Food quality 0.19 0.23 −0.44 0.67
Price fairness −0.05 0.52 −0.69 0.46
Service −0.23 0.28 −0.53 0.24
Salience Ambiance 1.94 0.26 1.74 2.44 0.259 0.855
Food quality 2.02 0.29 1.66 2.78
Price fairness 1.98 0.31 1.65 2.38
Service 2.03 0.25 1.69 2.38
differed significantly different at a 0.01 alpha or a 99% confidence level.

Following the descriptive results in Table 3, the valence values of ambience
and food quality were positive, with values of approximately 0.2, whereas the
valence values of price fairness and service appeared in the negative zone at −
0.05 and − 0.23, respectively.
The results indicate that the consumers at Phuket’s Michelin Bib Gourmand
restaurants did not perceive any difference among the importance (salience) of
the four dining dimensions (ambience, food quality, price fairness, and ser
vice). They had different experiences among these attributes, indicating that
they were satisfied with the ambience and food quality but dissatisfied with the
lack of correlation between the price and service. To obtain a deep under
standing of different consumer perceptions and develop effective operational
strategies for each dining attribute, IPA was performed for the four dining
dimensions.
Food quality had the highest valence among all the dining dimensions,
indicating that the customers were very satisfied with the food performance of
Phuket’s Michelin Bib Gourmand restaurants. However, to maintain this
quality and manage future action plans, all the items in the food dimension
must be explored. Table 2 presents 32 food-quality items that were identified
in online reviews. These items are represented by the IPA graph in Figure 3.
The intersection in the graph was obtained using the mean level of importance
at 2.02 (vertical axis) and the mean level of performance at 0.18
(horizontal axis). In Quadrant I (Concentrate Here) the consumers perceived
the attributes as very important, but their perceptions of the performance
levels were below average. Therefore, future improvement efforts must be
focused here. This quadrant comprises the following seven terms: “Curry
Crab,” “Dinner,” “Dish,” “Meal,” “Rice,” “Taste,” and “Tasty.” The terms,
“Authentic,” “Cuisine,” “Delicious,” “Local,” “Menu,” “Pork,” “Spicy,” and
“Thai,” which are in Quadrant II (Keep Up the Good Work) are perceived
to be highly important and highly satisfactory in the customers’ perspective.
All items in Quadrant II represent the strengths of the restaurants, and the
entrepreneur must keep up the good work of maintaining or delighting their
customers as failure to do so might risk the diffusion of the items into
Figure 3. The IPA result of food quality attribute.
Quadrant III or IV. Regarding Quadrant III (Low Priority), the items in this
area were perceived as unimportant, and they exhibited below-average per
formance. The keywords for this quadrant include “Chef,” “Fish,” “Fresh,”
“Lunch,” “Quality,” “Salad,” “Sauce,” “Seafood,” and “Soup.” Quadrant IV
(Possible Overkill), comprised the following eight food-quality related terms:
“Coconut,” “Cook,” “Meat,” “Noodle,” “Shrimp,” “Southern,” “Traditional,”
and “Yellow Curry.” The tourists perceived these terms as those with low
priority and high performance. Here, the customers are extremely happy with
the restaurant’s performance. However, attempting to deliver this impression
to the customers would be futile if they are already satisfied. Therefore, the
existing investments of efforts in this quadrant are unnecessary, and entrepre
neurs must consider allocating resources, such as money, labor, and time,
elsewhere, particularly on those benefits in the “Concentrate Here” quadrant
to yield higher returns.
The average valence of the service dimension, which represents perfor
mance in delivering a positive experience to tourists, was the lowest
among the four attributes at − 0.23. Therefore, IPA of the service dimen
sion was required to determine the weaknesses of the attribute. In the IPA
of seven words corresponding to the service attributes (Figure 4), the
grand mean importance at 2.03, as well as the grand mean performance
Figure 4. The IPA result of service attribute.
at − 0.23, were set as intercepts of the vertical and horizontal axes, respec
tively. The resulting grid reveals that the terms, “Service” and “Order,”
were located in Quadrant I, whereas the exploration revealed that only the
term, “Staff,” diffused into Quadrant II. The terms, “Wait” and “Long,”
are located in Quadrant III, whereas “Serve” and “Friendly” were in
Quadrant IV.
Ambience gains a positive valence at 0.18 similar to the food dimension,
and Figure 5 shows the IPA of this attribute, with vertical and horizontal
intercept points at 1.94 and 0.18, respectively. Surprisingly, no word item was
in Quadrant I, indicating that the consumers were dissatisfied with the item
that they perceived to be very important. Particularly, the terms, “Old” and
“Town,” which were mentioned in the review to express the physical environ
ment and location of the restaurants, fall into Quadrant II as areas where
entrepreneurs must keep up the good work. Quadrant III contains the terms,
“Atmosphere,” “Build,” “Decor,” “Location,” “People,” and “Table,” and
Quadrant IV contains two terms, namely “Home” and “Style.”
Another dimension of the results of this study exhibiting a negative valence
is price fairness; only four terms corresponded to price, as determined by IPA
(Figure 6). The intersection of IPA proceeded from the mean levels of impor
tance and performance at 1.98 and − 0.05, respectively. The terms, “Price,”
Figure 5. The IPA result of ambiance attribute.
“Reasonable,” “Expensive,” and “Worth” are contained in Quadrants I, II, III,

and IV of IPA, respectively.
To the best of our knowledge, some specific word items among the 68
that were obtained by the algorithm in this study were not found in other
studies. The results are presented in Table 4. These word items represent
Phuket’s local identity, such as the name of its food. Five popular menus
were mentioned by the tourists, and they include Crab curry or “Gaeng
poo,” Phuket pork belly stew or “Moo Hong,” “Pad Pak-Miang,” and
“Tum yum.”
Moreover, we found some words in the results, which clearly revealed that
the tourists perceived the value of Phuket’s local uniqueness through the
Michelin Bib Gourmand restaurants, as follows:
It’s a must go if you like local Thai food!
If you need to test some southern Thailand traditional foods, this is the place.
Great Thai cuisine and atmosphere.
Traditional-style restaurant with very good food.
Although the study revealed some negative-performance dining dimen

sions, all terms relating to local identity, as mentioned above, exhibited
Figure 6. The IPA result of price fairness attribute.
positive performances at highly important levels. This implies that Phuket’s

local identity was important for tourism and must be maintained to attract
tourists.
Discussion
Food is a significant element, as well as an influencing factor that attracts
tourists to a destination. As a UNESCO Creative City of Gastronomy, “food” is
the most frequently mentioned term in Phuket’s online reviews (Sangkaew &
Zhu, 2022), confirming that the opportunity to taste the local food is among
the most important tourist experiences when visiting Phuket
(Pattanapokinsakul, 2015). This research integrated sentiment analysis with
machine learning to elucidate tourists’ perceptions of Phuket’s local restau
rants. All online reviews of a series of Michelin Bib Gourmand restaurants in
Phuket were employed in the analysis. This dataset-based study helped us
overcome the limitations of the small sample size and confined expression of
opinions by respondents in previous studies that adopted the questionnaire
approach (Ha & Jang, 2010; Nakayama & Wan, 2019; Ryu et al., 2012).
Moreover, the results from this dataset elucidated tourists’ true perceptions
of Phuket’s local restaurants.
Table 4. The word list represent the local identity of Phuket.

Words Reviews Menus
Coconut “Great traditional dishes with world-class deep- “Crab curry” or “Gaeng poo” is a specialty of the island
fried pork and crab curry with coconut milk” although it’s found across Southern Thailand.
Curry “The food was amazing! Highly recommend the A Phuket crab curry is basically mostly yellow or red
Crab crab curry which was deep and delicious!” curry made with cooked crab meat and wild betel
Noodle “I recommend crab meat curry with thin leaf add-on for some recipes (Gaeng poo bai-
noodles” chaplu). It is typically served with room
Rice “The crab curry with rice vermicelli is a must!,” temperature “Khanom-jeen” (fermented rice
“Hot and spiced but taste is really good,” noodles) or rice vermicelli.
“We had a wonderful crab meat curry with
local rice noodles”
Yellow “I highly recommend the crab with yellow
Curry curry”
Pork “Steamed Pork with pepper and garlic was Phuket pork belly stew, also known as “Moo Hong,” is
excellent,” a well-known and flavorful dish in Phuket,
“The black sauce pork was fantastic,” Thailand. It has a sweet and black peppery taste
“The sweet pork belly is also another dish not and is made by slowly cooking large pork belly
to be missed” pieces in an herbaceous sweet paste, which is then
braised in gravy seasoned with coriander roots,
black pepper, garlic, dark soy sauce, light soy sauce,
and palm sugar. The dish has its roots in southern
Thailand and Chinese cuisine, similar to moo palo,
but with fewer ingredients. It can vary in sweetness
depending on the restaurant.
Shrimp We ordered a stir-fried local vegetable “pak “Pad Pak-Miang” is a stir-Fried Local Green Vegetable
meang” with dried shrimps which we found “Pak Miang” with Dried Shrimp Phuket Style.
very delicious’
Soup “Tom yam soup is very tasty with lots of “Tom Yam” is one of Thailand’s most iconic dishes. It is
seafood in it” a type of hot and sour soup, usually cooked with
shrimp (prawn).
Following the sentiment analysis of 68 words, 53 were categorized into

four groups that corresponded to the conventionally accepted attributes
for evaluating dining perception and experience, as reported in literature
reviews. These attributes include food quality, food service, restaurant
ambience, and price fairness (Ha & Jang, 2010; Nakayama & Wan,
2019; Ryu et al., 2012). The results of this study strongly support the
relationship between the food, service, ambience, and price with the
tourists’ dining intentions in Phuket’s local restaurants, corresponding
to the findings of Mathayomchan and Taecharungroj (2020), Nakayama
and Wan (2019), and Yrjölä et al. (2019). However, the results on price
were inconsistent with those reported for Istanbul (Ekizler et al., 2022).
This discrepancy might be attributed to differences in the research scope,
customer segments, market dynamics, and cultural factors that influenced
the outcomes (Vargas-Sánchez & López-Guzmán, 2022). The remaining
50 words, which encapsulate the emotional dimensions concerning senti
ment polarity (positive, negative) (Giatsoglou et al., 2017), were grouped
under “others.”
The ANOVA results for the salience value did not reveal significant differ
ences among the tourists’ perceptions of the four dining dimensions, indicat
ing that each attribute was equally important. However, the ANOVA results
for valence value revealed variations in the tourists’ experiences across the four
dimensions, indicating that they were dissatisfied with the price and fairness
even though they were impressed with the food quality and ambience. Thus,
identifying and addressing the pain points in each of these dimensions,
particularly price fairness and service, are crucial to garnering increased
positive reviews, as well as building a favorable restaurant image, ultimately
ensuring increased customer purchase intentions.
The IPA results identified the item of each attribute, which is most in need
of improvement within Quadrant I corresponding to “Concentrate Here.”
Surprisingly, no ambience-attribute item fell into this quadrant, indicating
that the customers were not disappointed with the physical atmosphere, which
they perceived to be very important for restaurants. Contrarily, the food-
quality attribute obtained the highest valence value among the four dimen
sions. IPA identified seven terms in Quadrant I for this attribute. Some
examples of the reviews include “A bit disappointed due to dishes are too
small,” “Not that good taste for the price,” “Other dishes were tasty enough but
not outstanding,” “A crab curry which should have been medium spicy,” and
“The famous crabmeat curry served with rice vermicelli is too overpriced.”
The manually analyzed online reviews illustrated that some terms in the food-
quality attribute were highly interrelated with price fairness, indicating that
the tourists enjoyed their food at the local restaurants. The manually analyzed
online reviews indicated that some terms in the food-quality attribute were
highly interrelated to price fairness, indicating that the travelers enjoyed their
food at the local restaurants. Nevertheless, the tourists expressed their dis
satisfaction with their experiences with the foods compared with their prices
and quantities. Similarly, the price-fairness attribute containing only the word,
“price,” fell into Quadrant I. This finding strongly confirms that price was
closely linked to a negative experience requiring improvements. Regarding the
service attribute, the resulting IPA grid revealed that the terms, “Service” and
“Order,” were located in Quadrant I; examples of the reviews include “Service
was slow,” “Service needs improvement,” “The service is very poor (not even
a smile. . .),” “We order not so spicy plates but it was terrible!,” “We ordered
and waited 30 mins for the food,” “We only received half the food we ordered.”
According to a sample of reviews, the main issues were service delays and
wrong food orders. The results revealed that the service delay might be due to
miscommunication among staff or a lack of some processes in the restaurant.
However, this requires immediate improvement because customer satisfaction
is closely associated with service quality (Hwang & Ok, 2013).
Quadrant II corresponds to dining items with high-importance levels
and high satisfaction. Quadrant II contained 12 items from the four
attributes. Some examples of the results are as follows: regarding the
food-quality attribute, “Nice menu that’s not common dishes that you
would see in your usual Thai restaurant;” regarding the reviews on the
service attribute, “The staff is attentive without intrusive;” regarding the

reviews on the ambience attribute, “The Restaurant is located in an old
and nice traditional house;” and regarding the reviews of price fairness,
“Prices have gone up but are still reasonable.” The terms in Quadrant II
have been labeled “Keep up the good work” because the attributes in
this quadrant are well served by the restaurant, and entrepreneurs must
maintain the existing strategies for these (Chen et al., 2020; Esmailpour
et al., 2020; Hu et al., 2021; Lee et al., 2021). Although many words in
the IPA results fall into Quadrants III and IV, both quadrants contain
items with low-importance scores, indicating lower priorities than
Quadrants I and II in restaurant management. Therefore, policies
related to the words in Quadrants III and IV can be discontinued or de-
emphasized without detriment. Therefore, resources can be diverted to
high-importance-level items because they represent an unnecessary use
of resources (Martilla & James, 1977).
Conclusion
Based on an earlier contribution, we incorporated the perception terms
derived from sentiment analysis into the reviews of Phuket’s local
restaurants. This study uncovered specific words that were barely
reported in previous studies. These terms indicated that the tourists
appreciate the uniqueness and value of Phuket’s local cuisine, particu
larly those in the Michelin Bib Gourmand restaurants. This finding
supports those of previous studies, emphasizing the significance of
culinary motivations for visitors when exploring the local gastronomy
of their travel destinations (Li & Su, 2022; Pérez Gálvez et al., 2021;
Pérez-Gálvez et al., 2021).
This study, which was conducted in Phuket, demonstrated that the local
identity was crucial to attracting tourists to the area. This study further
underscores the significance of local cuisine within the tourism sector as it
constitutes one of the most sought-after experiences for Phuket visitors.
Therefore, entrepreneurs might consider highlighting the authentic local
food available in their restaurants as a potent marketing approach (Kala,
2020; Khoshkam et al., 2023; Vargas-Sánchez & López-Guzmán, 2022).
Dissimilar to the results of previous studies, those of this study revealed that
Phuket’s local restaurants can still improve their food quality and price fair
ness even though most of the examined restaurants provide delectable local
geographical meals. Enhancing these aspects could result in increased positive
reviews, customer satisfaction, and ultimately, a better reputation for the
restaurant, fostering a higher likelihood of customer purchase intentions
(Fusté-Forné, 2021; Li & Su, 2022).
The theoretical implications and contributions

This study contributes to the extant literature in the following aspects. First, it
specifically investigated popular local restaurants in Phuket that held Michelin
Bib Gourmand awards in 2022, representing the first of such investigations.
Second, this research incorporated the tourists’ perception terms that were
identified via the sentiment analysis of online reviews and used these terms to
further elucidate the tourists’ experiences at local restaurants. Third, this study
adopted the KNIME Analytics Platform and Naive Bayes algorithm to perform
the sentiment analysis of TripAdvisor online reviews. Finally, based on the
assessments of the significance and effectiveness of the attributes of each local
restaurant, IPA was performed to advance the creation of effective marketing
strategies. By adopting innovative methodologies, such a sentiment analysis
with IPA, this research sets a precedent for future studies in the field of
tourism, encouraging scholars to explore new avenues for understanding
and enriching tourists’ experiences on a global scale. As the tourism industry
evolves, leveraging advanced data analytics and strategic analyses will be vital
in meeting tourists’ ever-changing preferences and expectations.
In addition, the study was conducted in a group of Michelin-starred restau
rants, shedding light on the significance of local cuisine that had been over
looked in previous research. Through the identification of specific words that
emphasize the importance of local dishes, this study makes a distinctive con
tribution to the existing literature, addressing gaps in previous research. The
results of this study will serve as a benchmark for enhancing the appeal of
other local restaurants to customers in the future.
The practical implications and contributions

Based on the study’s findings, it is evident that tourists appreciate the unique
ness and value of Phuket’s local cuisine. Restaurant owners in Phuket should
capitalize on this by highlighting the authentic local food available in their
establishments. Incorporate traditional dishes and local ingredients into the
menu and promote the cultural significance of the dishes to attract tourists
seeking an immersive gastronomic experience.
The policy implications of this study recommend that Thai Destination
Management Organizations (DMOs) could develop and promote food-related
tourism activities and initiatives, such as food festivals, culinary tours, and
cooking classes, to enrich tourists’ experiences in Phuket (Fusté-Forné, 2021).
This approach would bolster the cultural allure of these destinations and mark
their gastronomic excellence. Furthermore, the presence of Michelin restau
rants in a destination bolsters the standings of these locales by adhering to
gastronomic (Castillo-Manzano et al., 2020; Hanžek & Sušić, 2020). Thailand’s
tourism authorities could support local restaurants in their pursuit of MG
recognition, potentially resulting in more positive reviews, as well as an

increased influx of tourists to the region.
Limitation and directions for future research

This research was limited by the absence of demographic details, such as
gender, age, income, and repeatability of the analysis. With the language and
algorithm barriers, the technique could not gather data from typographical
errors in review or mistyping, such as switching the order of contiguous letters
or striking a wrong key (e.g., “resturant” instead of “restaurant”).
Subsequently, we will adopt the findings of this study to collect more data
from other areas and seek solutions to typographical issues. Additionally, we
will apply other machine-learning methods to perform sentiment analysis in
more languages.
Acknowledgments
This work was supported by the Digital Science for Economy, Society, Human Resources
Innovative Development and Environment project funded by Reinventing Universities &
Research Institutes under grant no. 2046735, Ministry of Higher Education, Science,
Research and Innovation, Thailand.
Disclosure statement
No potential conflict of interest was reported by the author(s).
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Nichapat Sangkaew Aziz Nanthaamornphong

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Nichapat Sangkaew, Aziz Nanthaamornphong & Chayanon Phucharoen

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Understanding Tourists’ Perception Toward Local Gourmet

CONTACT Aziz Nanthaamornphong aziz.n@phuket.psu.ac.th College of Computing, Prince of Songkla

culinary heritage and distinct traditional dishes (Chaopreecha et al., 2022;

reliance on the respondents’ abilities and willingness to accurately report their

Study context: Phuket as a gastronomical destination

$3.6 billion annually to Phuket’s economy, further cementing its status as

attributes underpinning the dining experience widely recognized in literature

Table 1. The word conclusion of restaurant perception attribute by literature reviews.

Putra et al., 2023). As a consequence, the dining experience assumes unique

Figure 1. The process flow of study.

variations in customers’ perception and satisfaction may simply result from

because it is a well-known Thai tourism destination. It hosted the second-

reduce words to their roots (Porter, 1980); and a text-processing node to

(Taecharungroj & Mathayomchan, 2019). We applied salience to obtain

Importance – performance analysis

Quadrant I: Quadrant II:

Figure 2. Important-performance analysis. Source: Martilla and James (1977).

1977). This method facilitates the identification of the attributes for

Table 2. The word list result of each attribute.

Table 3. The results of the analysis of variance (ANOVA).

differed significantly different at a 0.01 alpha or a 99% confidence level.

Figure 3. The IPA result of food quality attribute.

Figure 4. The IPA result of service attribute.

Figure 5. The IPA result of ambiance attribute.

“Reasonable,” “Expensive,” and “Worth” are contained in Quadrants I, II, III,

It’s a must go if you like local Thai food!

Great Thai cuisine and atmosphere.

Traditional-style restaurant with very good food.

Although the study revealed some negative-performance dining dimen­

Figure 6. The IPA result of price fairness attribute.

positive performances at highly important levels. This implies that Phuket’s

Table 4. The word list represent the local identity of Phuket.

Following the sentiment analysis of 68 words, 53 were categorized into

service attribute, “The staff is attentive without intrusive;” regarding the

The theoretical implications and contributions

The practical implications and contributions

recognition, potentially resulting in more positive reviews, as well as an

Limitation and directions for future research

and ANCOVA analyses. Review of Educational Research, 68(3), 350–386. https://doi.org/10.

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Although the study revealed some negative-performance dining dimen