Improving the Efficiency of Tourism Logistics Components in Phra Nakhon Si Ayutthaya
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Abstract
This research aimed to 1) study the tourist behavior of Thai tourists in Phra Nakhon Si Ayutthaya, 2) study the level of tourism logistics components efficiency in Phra Nakhon Si Ayutthaya from tourist’s perspective, and 3) study the guideline for increasing the efficiency of tourist logistics components in Phra Nakhon Si Ayutthaya. Mixed research methodology was applied. In-depth interview of 5 tour operators and 3 government officials was used for qualitative research. Questionnaire surveys from 400 tourists in Phra Nakhon Si Ayutthaya were collected for conducting quantitative research. Statistics for data analysis were percentage, mean, standard deviation, t-test, Analysis of Variance (ANOVA). The differences in pair were analyzed by Scheffé Analysis with level of statistical significance at .05. The resulted of general information of the respondents showed that most of the tourists were female, 25-29 years old, single, company employee, had average monthly income less than 25,000 Baht, and hold a bachelor’s degree. Travel behavior of the respondents were travelling 2-4 times per year, taking 2-4 days per trip, receiving news from friends and relatives, travelling by private car, spending 3,00-5,000 Bath per trip, and travelling mainly for relaxation. The efficiency level of tourism logistics components in Phra Nakhon Si Ayutthaya from tourist’s perspective were in moderate level in 2 aspects including physical flow and information flow, while service aspects was in high level. The comparison of different opinions on the efficiency of tourism logistics components, when classified by gender, found one difference in the aspect of physical; when classified by age, found one difference in service aspect; when classified by marital status, found a difference in overall physical flow, and service aspect; when classified by occupation, found one difference in service aspect. To increase the efficiency of tourism logistics components in Phra Nakhon Si Ayutthaya in terms of the value gained from physical flow, the province needs to provide vehicles for travelling that are convenient and have reasonable prices. The provinces can provide more various types that suit the physical locations and environment. In terms of the value gained from information flow, food, accommodation, and local tour guides are required. The media for tourism information, in which tourists can simply access, is needed, together with an improvement on tourism information in each government information center.
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