Travel behavior and satisfaction towards tourism logistics in the Lanna civilization tourism development zone

Abstract

This research aimed to 1) investigate demographic characteristics and travel behaviors, and 2) assess satisfaction levels regarding service quality and the tourism logistics system within the Lanna Civilization Tourism Development Zone. A quantitative research approach was employed; data were collected from a sample of 409 Thai tourists using a structured questionnaire. The statistics used for data analysis included frequency, percentage, mean, and standard deviation. The findings revealed that the majority of the tourists were female, of working age, and held bachelor's degrees. Regarding travel behaviors in the post-COVID-19 New Normal era, there has been a permanent behavioral shift, predominantly toward the use of personal vehicles to fulfill the demands for privacy and health safety (64.06%). Overall satisfaction with the tourism logistics system was at the highest level. When comparing travel modes, the group using personal vehicles reported the highest satisfaction in the transportation aspect, whereas the group using public transportation reported the highest satisfaction in the safety aspect. However, information and financial aspects were the factors receiving the lowest satisfaction scores from both groups. Therefore, the development of smart tourism information platforms and travel cost management measures should be accelerated to respond to these changing behaviors.