Tourist Behavior and Satisfaction towards Logistics Management for Tourist Attractions in Koh Kret Community, Nonthaburi Province

Abstract

This research aimed to 1) examine appropriate tourism logistics management to enhance tourist satisfaction in Koh Kret Community, Nonthaburi Province; 2) investigate the relationship between tourism logistics management and tourist satisfaction; and 3) explore tourist behavior in Koh Kret Community, Nonthaburi Province. The population consisted of 891,280 Thai tourists visiting Koh Kret. A sample of 400 respondents was selected using convenience sampling. The research instrument was a five-point Likert scale questionnaire, which was validated by experts and tested for reliability at an acceptable level. Data were collected through questionnaires distributed via QR codes and online links. The data were analyzed using frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient.

The results revealed that overall tourist behavior was at a high level. The aspects of tourist attractions/accommodation and products and services were rated at high to highest levels, particularly in terms of price discounts, seasonal activities, and facilities. The personnel aspect was rated at the highest level in all items. The overall efficiency of tourism logistics management was at a high level, with travel convenience and facilities rated at the highest level. Furthermore, hypothesis testing indicated that tourist behavior in terms of decision-making factors, products and services, and personnel had a positive relationship with tourism logistics management efficiency at a statistically significant level of .01, with correlation coefficients (r) of 0.702, 0.697, and 0.732, respectively, indicating a high level of relationship.