Exploratory Factor Analysis of the Image of Cultural Tourist Attractions: Mor Lam Performance in Thailand

Abstract

This study explores the factors shaping the image of Mor Lam performances as cultural tourist attractions in Thailand. Employing Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), data were collected from 300 tourists in Maha Sarakham Province, selected via purposive sampling. The research instrument demonstrated high validity (CVI = 0.94) and reliability (Cronbach's alpha = 0.946). The analysis identified four key components influencing the image of Mor Lam: Cultural Components, Musical and Performance Elements, Tourism Infrastructure, and Community and Social Impact. The findings indicate that these factors significantly enhance tourist perceptions and satisfaction, supporting the development of sustainable cultural tourism. Statistical measures, including the Kaiser-Meyer-Olkin (KMO) test (0.886) and Bartlett's test of sphericity (p < 0.001), confirmed the suitability of the dataset for factor analysis. The validated model aligns well with empirical data (χ²/df = 1.17, CFI = 0.989, RMSEA = 0.024), highlighting the importance of preserving Mor Lam's cultural heritage while meeting modern tourism demands. This study contributes to the academic understanding of cultural tourism by offering a validated framework for developing Mor Lam as a sustainable attraction. It emphasizes the integration of traditional cultural elements, enhanced infrastructure, and community participation to improve the appeal and sustainability of cultural heritage tourism. Recommendations include leveraging local innovation and fostering stakeholder cooperation to ensure the long-term viability of Mor Lam in Thailand’s cultural tourism landscape.