CONFIRMATORY FACTOR ANALYSIS OF FACTOR CONDITION OF MUSIC POP-CULTURE TOURISM COMPETITIVENESS FOR EXPORTING PERFORMANCE IN THAILAND
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Abstract
This research aimed to conduct a Confirmatory Factor Analysis (CFA) of the Factor Condition (FACCON) of pop music cultural tourism as an export industry in Thailand. This quantitative research utilized a sample of 400 purposively selected members of Thai pop music fan clubs. Data were collected using online questionnaires and analyzed using percentages, means, standard deviations, and descriptive statistics. The results of the Confirmatory Factor Analysis (CFA) of the Factor Condition (FACCON) of pop music cultural tourism as an export industry in Thailand revealed that the causal relationship model consists of two components: 1) Production and Human Resources of Thai Music Industry (PHRTMI) and 2) Production and Social Media of Thai Music Industry (PSMI). The empirical data fit the model at an acceptable level, as indicated by the following goodness-of-fit indices: Chi-square/degree of freedom (χ²/df) = 1.061, P-value = 0.355, Goodness of Fit Index (GFI) = 0.981, Adjusted Goodness of Fit Index (AGFI) = 0.961, Comparative Fit Index (CFI) = 0.999, Tucker-Lewis Index (TLI) = 0.998, Root Mean Square Error of Approximation (RMSEA) = 0.012, and Root Mean Square Residual (RMR) = 0.015. All fit statistics met the evaluation criteria, indicating that the Factor Condition (FACCON) measurement model was consistent with the empirical data. The research confirms that factor conditions positively correlate with the competitive export capability of Thailand's pop music cultural tourism.
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