KNOWLEDGE UNDERSTANDING AND RELATIONSHIPS OF SUSTAINABLE TOURISM SUPPLY CHAIN IN PHUKET

Abstract

Objectives of this research article were: 1. To study the level of knowledge and understanding of sustainable tourism among foreign tourists in Phuket, 2. To study the level of upstream factor, midstream factor and the downstream factor of sustainable tourism in Phuket and 3. To study the relationship of sustainable tourism supply chains in Phuket, conducted by  the quantitative research survey method. The sample size of this study was 400 persons Data were also analyzed by Pearson's correlation coefficient and multiple regression analysis.

The results of the research were as follows: 1. The knowledge and understanding of sustainable tourism were found that tourists' knowledge was at the level of 92.25. 2. Upstream factor and downstream factor were found that the overall level was high, midstream factor was found that the overall level was highest and 3. The relationship between upstream factor with downstream factor were at the high level of positively correlation. Analysis of the relationship between midstream and downstream factor  were at the high level of positively correlation with statistical significance. The upstream factor had positive direct influence on the midstream factor at 0.66 and the midstream had a positive direct influence on the downstream factor at 0.85, which was statistically significant level at 0.01.