THE CONSUMER BEHAVIOR OF CRUISE TOURISM AND THE SERVICE PROVIDING OF CRUISE OPERATORS IN ANDAMAN TOURISM CLUSTER

Abstract

The research aims to (1) study the consumer behavior of cruise tourism in Andaman Tourism Cluster and (2) study the service providing of cruise operators in Andaman Tourism Cluster

This research uses 2 methods; the first method is quantitative research using exploratory technique with questionnaire toward cruise tourists who traveled in Andaman Tourism Cluster of Thailand from December 2016 to March 2017 covering; 400 people. The second method is qualitative research using in-depth-interview and focus group; Semi-structure questionnaire was given out to stakeholders in cruise tourism including government and private sectors as well as participatory observation in Singapore-Malaysia-Thailand-Singapore travel program from 3-8 February, 2017.

Research findings are (1) cruise tourists who traveled in Andaman cluster mostly are from Asia, travel with family; the person who decided the travel program is the family member and the main reason of choosing cruise is for family leisure. In addition, the information type that influence their decision is website and the information source for decision making is friend/family recommendation. The reservation is done by contacting the cruise company. The cruise package is more than 60,000 Baht with the duration of 4-7 nights. Top reasons to travel Andaman is the natural tourism. The second finding (2) is that cruise operators in Andaman plan in advance for each cruise program including tour program planning, service planning and marketing planning and follow their plan.