Logistics Management to Develop Seafood Tourism Routes in Nakhon Si Thammarat Province

Abstract

Purpose: Focus on logistics systems that support seafood tourism in Nakhon Si Thammarat province, including identifying problems and challenges from the perspectives of both tourists and operators. This encompasses aspects such as the flow of information, physical transportation, and payment systems used in key tourist areas.

Methodology: This research employs a quantitative study approach, collecting data through questionnaires and in-depth interviews. The target population consists of tourists utilizing restaurant services in Khanom, Tha Sala, and Sichon districts of Nakhon Si Thammarat province. The sample size is determined to be 384 participants, selected through simple random sampling. The sample includes entrepreneurs involved in the tourism and restaurant businesses in the specified areas. Statistical methods used for data analysis include percentage, mean, and standard deviation.

Findings: Tourists visiting Khanom, Tha Sala, and Sichon districts in Nakhon Si Thammarat province, totaling 384 individuals, were predominantly female, under 20 years of age, holding a bachelor’s degree, and with an income ranging from 5,000 to 10,000 Baht. They preferred consuming local cuisine for lunch. Data analysis considered the environment influenced by internal and external factors. The analysis revealed that the potential and readiness of establishments, the identity of seafood dishes, the quality of seafood, the value for money, and the characteristics of service providers were rated at the highest level. A comparison of personal factors with physical flow, information flow, and financial flow indicated statistically significant differences at the 0.05 level.

Applications of this study: Tourism operators should invest in online marketing and promotion through social media, as well as develop digital maps and service information to enhance tourists' access to information. Improving or expanding public transportation routes to be more convenient and accessible will help address issues related to traveling to tourist destinations.