The Influence of Tourism Logistics Management on Loyalty: The Mediating Role of Logistics Performance and Tourist Satisfaction in Nakhon Si Thammarat Province
DOI:
https://doi.org/10.14456/rc-sdj.2025.07Keywords:
tourism logistics management, logistics performance, tourist loyaltyAbstract
Background: Tourism is considered a growing sector and a key driver in the development of the economy and society, serving as an important destination that attracts tourists. It plays a crucial role in boosting economic growth and distributing income in local areas. The objectives of this research are: to study the level of importance of tourism logistics management and tourist loyalty, to analyze the confirmatory factors of tourism logistics management on tourist loyalty, and to study the causal relationship of the influence of tourism logistics management on tourist loyalty in Nakhon Si Thammarat province.
Methods: This research employs a quantitative research. The sample group consists of 400 people, with data collected from tourists in Nakhon Si Thammarat Province using convenience sampling. A closed-ended questionnaire was used. The data were analyzed using structural equation modeling (SEM).
Results: The study revealed that, on average, tourists in Nakhon Si Thammarat Province placed the greatest importance on tourist loyalty. This indicates that tourist loyalty is the most valued factor when it comes to tourism logistics management. The research also identified four key components of tourism logistics management that influence tourist loyalty. These components are: tourism logistics management, logistics management performance, tourist satisfaction, and tourist loyalty. These elements collectively contribute to the overall impact on tourists' loyalty to the destination. Lastly, the findings showed that tourism logistics management influences tourist loyalty through the mediating factors of logistics performance and tourist satisfaction. Among these factors, logistics performance had the strongest influence on tourist loyalty, followed by tourism logistics management and tourist satisfaction.
Conclusions: Logistics performance, tourism logistics management and tourist satisfaction have an influence on tourist loyalty. This highlights the importance of logistics performance and the satisfaction of tourists in fostering long-term loyalty. Tourist attractions and service businesses should focus on: Costs, which include the appropriateness of accommodation and food prices, Reliability, which refers to the accuracy and precision of product and service information, and Flexibility, which involves the flexibility of regulations to better serve tourists and ensure their maximum convenience.
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