INFLUENCE OF TOURISM LOGISTICS MANAGEMENT ON FOREIGN TOURISTS’ SATISFACTION: SIMILAN ISLANDS NATIONAL PARK, PHANG NGA PROVINCE

Abstract

This research article aimed to examine the factors of tourism logistics management and the satisfaction of international tourists, and to Analyze the influence of tourism logistics management factors on the satisfaction of international tourist at Similan Islands National Park, Phang Nga Province. The study employed a quantitative research approach. The sample consisted of 400 international tourists visiting Similan Islands National Park, selected through accidental sampling. The research instrument used for data collection was a questionnaire. The statistical methods employed for data analysis included frequency, percentage, mean, standard deviation, and stepwise multiple regression analysis. The results revealed that the overall tourism logistics management factors were rated at the highest level. When considering each aspect, personnel received the highest mean score, followed by physical movement, and service and facilities. The overall satisfaction of international tourists was also rated at the highest level. By aspect, perceived value ranked highest, followed by product and service quality, and expectations. The results of the Stepwise Multiple Regression Analysis indicated that personnel, financial movement, safety, and information movement factors had a statistically significant influence on tourist satisfaction at the 0.05 level. In conclusion, Personnel development, the enhancement of payment convenience, the strengthening of safety measures, and comprehensive information management are critical factors in enhancing the overall tourist experience and satisfaction, while simultaneously promoting the image and competitiveness.