ANALYSIS OF PHUKET’S PORT OF CALL MANAGEMENT FOR CRUISE TOURISM
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Abstract
A study was aimed at analyzing Phuket’s port of call management by investigating the gaps between importance levels of port of call management and efficiency levels of Phuket’s port of call management from the cruise passenger perspectives. Quantitative research methodology was employed to collect data from 562 cruise passengers who cruised to Phuket by all four ship sizes during November-December, 2013. According to the importance levels of port of call management, safety & security onshore, health & sanitation, cleanliness, immigration formality & custom regulation and political stability were the top five highest important ranks respectively whereas collaboration of stakeholders, social acceptance, port characteristic, national cruise policy and tourism amenity were the top five lowest important ranks in ascending order. Meanwhile, immigration formality & custom regulation, service provider, tourism attraction, value for money and climate & sea conditions were the highest efficient variables of Phuket’s port of call management respectively. The five lowest efficient variables were port infrastructure, port facility, political stability, national cruise policy as well as “collaboration of stakeholders” in ascending order. Most importantly, a comparison between importance and efficiency levels revealed that the widest gaps were port infrastructure, following with port facility, political stability respectively; while, immigration formality & custom regulation, climate & sea conditions and tourism activity showed the narrowest gaps in ascending order. As a result from the study, port infrastructure, port facility and political stability are urgently required for Phuket’s port of call development.
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