Author(s): Sakapas Saengchai, Natnicha Hasoontree
To research about sustainable tourism development by supply chain management, Phuket tourist has the purpose to 1) To study tourism behavior on knowledge about sustainable tourism of foreign tourists visiting Phuket, 2) To study the relationship between upstream factors, center factor, and downstream factors, influencing on sustainable tourism development by supply chain management in Phuket and 3) To study causal relationships between variables based on the consistency test of the relationship model analyzes of causal factors using SEM model as quantitative research. The population was 13,203,284 tourists in Phuket. The samples were analyzed using the Taro Yamane formula. The sample size of this study was 400 persons to collect data for analyzing the questionnaire.
The research found that the general information of the respondents mostly male, 31-40 years old, general worker, bachelor's degree, minimum income of 30,000 baht, Chinese nationality. The behavior of sustainable tourists of Phuket most of them never visited this place, come to relax with a tour company. Most travel 2-3 people with family and there are 20,001-30,000 travel expenses, they are knowledge at 93.13. Information about the management of the service provider (Upstream factors). The resource side is continually revitalized/maintained. The organization is the harmonious and cooperative flow of information and information is very fast. Organizational culture has the opportunity to learn the lifestyle, cultural tradition with pleasure, participation of stakeholders directly and indirectly of the community. Work experience is the responsibility of the capacity personnel (Center factor) residence is clean, the sheets, pillowcases, blankets, transportation are convenient to use. It is safe to use tourist attractions are beautiful in nature, have a good taste, cleanliness of food, local products, price of the product is reasonable and the lifestyle of the community is sufficient to live with nature happy. Downstream factor (user) in terms of customer satisfaction found that the overall level of satisfaction was high. When considering each aspect found that service is streamlined and hassle-free, signs, notices, or information about the procedure and duration of service. Service with courtesy and friendly, have knowledge and ability to provide services such as answer the questions, provide advice and help solve the problem properly. For come back in the future, has impressed by the services of sustainable tourism, the attitude of tourist satisfaction, analysis of the relationship between upstream factors, downstream factor by The Pearson Coefficient Statistics. Overall, it was found a positive correlation coefficient (rxy = .565) and a correlation between water and downstream factors. The Pearson Correlation Coefficient, overall, it was found that there were positive correlations (rxy = .609) and multiple regressions. The upstream and downstream factors were positively correlated and downstream factors were positively correlated. When considering the direct influence on the water factor (MED), it was found that the variables were positively influenced by the upstream factor (UPS) has direct influencing as 0.66, which has statistics significant at 0.01, downstream factors (DOS) found that the variables were positively influenced by the water-mediated factors (MED), has direct influencing as 0.85, which is statistically significant at 0.01. In addition, the indirect effects of upstream factors (UPS) through mediated water factors (MED) are indirectly affected. 0.56, which is statistically significant at 0.01.