A Study of Behavior and Satisfaction in Logistics of Historical Tourism: A Case Study of Phra Nakhon Si Ayutthaya Province

Abstract

This research aims to 1) examine personal factors that influence tourism logistics satisfaction; 2) examine tourist behaviors that influence tourism logistics satisfaction; 3) analyze the logistics component that influences tourism logistics satisfaction; and 4) evaluate tourism logistics satisfaction in Phra Nakhon Si Ayutthaya Province. The study utilized quantitative research methods. The data was used to analyze the frequency, percentage, standard deviation, one-way ANOVA, and correlation. The statistics indicated that the majority of visitors were female, between the ages of 41 and 50, and had earned a bachelor's degree. Their vocations were mostly as corporate workers, earning between 20,001 and 25,000 baht per month. The responders went five or more times in one day, costing fewer than 1,000 baht each trip. They often obtained tourism information from social media and went in a private vehicle. The average scores for logistics components and satisfaction with tourist logistics in Phra Nakhon Si Ayutthaya Province were high. The hypothesis testing revealed statistical significance for personal variables, tourist habits, and logistical components (.05 level). Tourism behaviors in terms of frequency of trip, length of stay, tourist information, and mode of travel are statistically significant (.01 level). The logistical components of time length, journey distance, and tourist information are all statistically significant (0.01, 0.01, and 0.05 levels).