A Study of Tourist Behavior and Demand, and the Luxury Longtail Boat Tourism Business on Phi Phi Island, Krabi Province

Abstract

This research is qualitative research having the objectives to study of 1) Studying the behavior and preferences of tourists in the luxury longtail boat business and 2) Studying the business of luxury longtail boat tours. Data was collected through focus group discussions using purposive sampling from 60 tourists who used the luxury longtail boat service at Phi Phi Island, Krabi Province. The sample was divided based on demographic characteristics into groups of friends, families, and couples. Additionally, in-depth interviews were conducted with operators from three different companies. The collected data was then analyzed to develop a Business Model Canvas.

           The results showed that 1) Most tourists who opted for the luxury longtail boat service were aged 21-45, primarily Millennials, who favored customizable travel experiences and sought unique adventures. They mainly chose this service to take photos for social media and expected high-quality, flexible services that could be tailored to their needs, including routes, activities, and travel times. 2) Most businesses used 21-span longtail boats made entirely from Siamese rosewood, with a production cost of around 1 million baht per boat. The tour packages were categorized into three types: half-day sunrise trips (Sunrise – Half Day Trip) half-day sunset trips (Sunset – Half Day Trip) and full-day trips (One Day Trip)