Supply chain management for water tourism in northeast Thailand

Abstract

This research aimed to study the factors affecting the supply chain efficiency of water tourism entrepreneurs in the Northeast provinces of Thailand around the Mekong River Basin. A questionnaire was distributed to and subsequently collected from 246 samples in 7 provinces including Loei, Nong Khai, Bueng Kan, Nakhon Phanom, Mukdahan, Ubon Ratchathani, and Amnat Charoen by proportional allocation and convenience sampling using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) by ADANGO. According to the results, it was found that customer orientation directly affected the supply chain efficiency of water tourism. Knowledge management directly affected the supply chain efficiency of water tourism and supply chain marketing implementation capability as a transmission factor for the supply chain efficiency of water tourism. For these reasons, water tourism entrepreneurs should focus mainly on customer orientation with full-service efficiency. Internal management should be planned as well, e.g., communication training, service training and cultural revitalization of communities around tourist attractions through cooperation with involved agencies, which will enhance the supply chain efficiency of water tourism.