Behaviour and Satisfaction Towards the Management of Cruise Tourism along the Mekong River: A Case Study of Nakhon Phanom Province

Abstract

This research aims to 1) examine the behavior of cruise tourists in Nakhon Phanom Province and 2) assess tourist satisfaction with managing cruise tourism based on the Travel and Tourism Competitiveness Index (TTCI). A quantitative research approach was adopted, with a sample group of 400 cruise tourists visiting Nakhon Phanom. Data were collected through questionnaires and analyzed using descriptive statistics. A purposive sampling method was applied. The findings revealed that: 1) most cruise tourists travelled to Nakhon Phanom by private car. Their primary purpose was leisure; most had no prior cruise tourism experience. Their trips typically lasted 1-2 days, and they travelled only within the province. The average travel expenditure per trip ranged from 15,001 to 20,000 Baht. 2) Regarding satisfaction with the management of cruise tourism based on TTCI indicators, the overall satisfaction level with natural and cultural resources was very high, with an average score of 4.24. Specifically, the attractiveness of cultural resources, unique traditions, festivals, and the diversity of people and tribal lifestyles received the highest ratings, with an average score of 4.28. The study suggests that cruise tourism management in Nakhon Phanom should focus on increasing recreational water-based activities. Tourism operators are encouraged to offer more inclusive water activities that cater to all tourists. Additionally, new cruise activities should be developed to alleviate high demand during peak tourist seasons.