The objectives of this research are 1) to study cruise passengers’ demographic
characteristics and travel behavior in Koh Samui district, Surat Thani province. 2) to
evaluate the potentials of cruise tourism management in Koh Samui district, Surat
Thani province. and 3) to propose guidelines for developing cruise tourism
management in Koh Samui district, Surat Thani province. Mixed research methodology
was used for this study. The quantitative data were collected, using questionnaires as a
research tool from 400 international cruise passengers. The data were analyzed by
using descriptive statistics included frequency, percentage, mean and standard
deviation and the inferential statistics which were T-Test, One-way ANOVA and
Importance and Performance Analysis (IPA). In addition, the qualitative data were
collected by semi-structure interview from 50 relevant cruise management
stakeholders which were public sectors, private sectors, cruise lines, local communities
and cruise passengers, analyzed by Thematic Analysis. The results of cruise passengers’ demographic characteristics and behavior
revealed that the majority foreign cruise’s passengers were females, aged between 51-
65 years old (Baby Boomer Generation) Most of passengers were Europeans and
married. Moreover, Most graduated bachelor’s degree and worked as private employee.
The majority earn 50,000-100,000 bahts/month. The study about cruise’s passenger
behavior presented that they have cruised 2 – 3 times. The purpose of cruising was for
relaxation and travelling while, the motivation of cruising was port of call or destination
and search information from cruise line websites. Most of them were spouses and
prefered to travel in Big Buddha Temple with city sightseeing. The pattern of shore
excursion was booking a trip on board. The amount of expenditure average in 4,216
bahts/day on shore excursion.
The results from potential evaluation of cruise tourism management in Koh
Samui district, Surat Thani province, revealed that there are 9 low potential factors;
tendering operation, ship tender, safety and security at port, carrying capacity of port,
port facilities, public utility, waiting area at port and travel information services center
while 3 factors, showing high potential; service provider and tourist guide, shore
excursion management and tourist attraction.
Finding of this study could be analyzed and transformed to be guidelines and
development strategies, operational plans, level of importance and responsible
organizations consist of 1) Guideline for developing port infrastructures and facilities. 2) Guideline for developing integrated port management. 3) Guideline for developing
logistic and transportation system. 4) Guideline for reinforce human resource potential
and develop human resource in tourism and hospitality. and 5) Guideline for
developing tourist attractions, tourism products and services quality.
(2560). การวิเคราะห์องค์ฺประกอบการจัดการท่าเรือแบบผสมกับบริบทการท่องเที่ยวเรือสำราญ. วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์, 2017(3), 107-124.