Potential of the Tourism Supply Chain for Supporting Self-driving Tourists in Kanchanaburi Municipality

Abstract

This research aimed to analyze the potential of the tourism supply chain to accommodate self-driving tourists in Kanchanaburi Municipality. The sample group consisted of 230 government officials and entrepreneurs. Data was collected through questionnaires and analyzed using correlation statistics and multiple regression. The study found that variables such as self-driving tourist management, competitor analysis, management and services, service improvement and innovation, social responsibility, product and service delivery processes, and information management processes had significant positive correlations. Information management processes, self-driving tourist management, and competitor analysis could predict 93.60% of tourism supply chain management potential. Supply chain management in terms of route information management processes, products or services, delivery methods, and online systems showed high potential. Self-driving tourist management, through processes allowing tourists to interact and communicate with service providers, suggest service improvements, and participate in service-related activities, also demonstrated high potential. Competitor analysis, with clear step-by-step processes, relevant competitor categorization, and well-defined analysis topics, exhibited high potential as well. This research highlights Kanchanaburi Municipality's readiness as a Special Economic Development Zone to accommodate self-driving tourists and support the growth of the Western region. The findings emphasize the importance of information management, self-driving tourist engagement, and strategic competitor analysis in enhancing the tourism supply chain's potential.