GUIDELINE FOR TOURISM LOGISTICS OF KHONG LAT MAYOM FLOATING MARKET

Abstract

This study investigates how tourism logistics management influences tourist satisfaction at Khlong Lat Mayom Floating Market, Taling Chan District, Bangkok. A quantitative, cross-sectional survey design was employed. Data were collected from 400 Thai tourists; the target sample size was determined using Cochran’s formula at the 95% confidence level, and respondents were recruited using quota and convenience sampling. Tourism logistics management was operationalized across four dimensions: physical characteristics and accessibility, information flow, tourist flow management, and safety and hygiene. Tourist satisfaction was measured on a seven-point scale. Descriptive statistics indicated slight satisfaction with accessibility (M = 4.42, SD = 1.33) and perceived value (M = 4.45, SD = 1.17), whereas the overall evaluation of market management was neutral (M = 3.54, SD = 1.19). Multiple linear regression revealed that the four logistics dimensions jointly explained 30.5% of the variance in tourist satisfaction (R = .552, R² = .305, Adjusted R² = .298), and the model was statistically significant, F(4, 395) = 43.356, p < .001. Tourist flow management was the strongest predictor (β = .322, p < .001), followed by safety and hygiene (β = .208, p = .007) and information flow (β = .170, p = .021), while physical characteristics and accessibility was not statistically significant (β = −.125, p = .089). Overall, the findings indicate that elevating satisfaction requires end-to-end, on-site experience governance—especially crowd and queue control, safety-hygiene assurance, and timely, intelligible information—beyond merely meeting baseline access expectations. These improvements can foster revisit intention and positive word of mouth.