The relationship of tourism logistics management and destination brand loyalty: The mediating role of thailand tourist satisfaction

Kiattiyot Nopphakate; Wissawa Aunyawong

doi:10.53730/ijhs.v6nS5.7833

Authors

Kiattiyot Nopphakate College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Thailand
Wissawa Aunyawong
wissawa.au@ssru.ac.th
College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Thailand

Keywords:

tourism logistics management, tourist satisfaction, destination brand loyalty

Abstract

The tourism industry is an important part of the economy of countries around the world. In high competitive and challenging situations, tourism entrepreneurs have adopted tourism logistics and marketing managements as their strategies. The objectives of this research are to study the effects of physical flow (PHF), information flow (INF), financial flow (FIF), infrastructure (IFS) and sustainability (SUS) on tourist satisfaction (TOS) and the effect of TOS on destination brand loyalty (DBL), including the mediation effect of TOS on the effect on PHF, INF, FIF, IFS on SUS of Thailand’s tourists. The study used quantitative method research. The sample was 384 Thailand’s tourists, arisen from convenience sampling. The instruments used in the research were questionnaires. The statistics used for data analysis were frequency, percentage, mean, standard deviation, confirmative factor analysis and structural equation modeling. The findings revealed that PHF, INF, FIF, IFS and SUS had a direct positive effect on TOS and TOS had a positive direct effect on DBL. In addition, TOS mediates the effect of PHF, INF, FIF, IFS and SUS on DBL. For practical recommendation, such findings can be a guideline for government and related agencies to design the tourism strategies and policy to satisfy the tourists.

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