Service development strategies for Airport Rail Link of Suvarnabhumi airport to cater the traveling behavior of international tourists to Thailand
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2024
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2567
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eng
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Boonnawat Srikhwan (2024). Service development strategies for Airport Rail Link of Suvarnabhumi airport to cater the traveling behavior of international tourists to Thailand. Retrieved from: https://repository.nida.ac.th/handle/123456789/7055.
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Service development strategies for Airport Rail Link of Suvarnabhumi airport to cater the traveling behavior of international tourists to Thailand
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Abstract
The study “Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand” Comprising a focus on studying to achieve 6 objectives, namely: (1) To analyze the service context of the Airport Rail Link (ARL) that connects with the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT). (2) To study exemplary models of service excellence in rail transportation systems abroad. (3) To investigate the service usage behavior of international tourists on the Airport Rail Link (ARL) through service touch points from Suvarnabhumi Airport. (4) To evaluate the effectiveness of the Airport Rail Link (ARL) service from Suvarnabhumi Airport in service touchpoints that cater to the travel behavior of international tourists in Thailand. (5) To analyze the factors influencing the decision to reuse the Airport Rail Link (ARL) service by international tourists from Suvarnabhumi Airport. And (6) To Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand.
This study employs Mixed Methods Research. The Qualitative Research component focuses on managers and officials related to Thailand's rail transport and ARL systems, with a sample size of 10 for Objective 1, 1 person for Objectives 2, and 30 people for Objective 6. Sampling techniques include purposive and convenience sampling. Research tools utilized are Coding Analysis, SWOT Analysis, and Tow Matrix. Data analysis employs Coding Analysis for the two Qualitative Research objectives (1 and 2). The Quantitative Research component targets international tourists with a sample size of 400, using Convenience Sampling. Research tools include Questionnaires and data analysis methods such as Descriptive Statistics, Inferential Statistics, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Cluster Analysis, and Multiple Regression. Quantitative Research covers objectives 2, 3, and 5. Researchers tested the Index of Item-Objective Congruence tool with 5 experts, meeting predefined criteria. A pretesting or pilot test involving 50 individuals confirmed a reliability coefficient of 0.952, surpassing the required threshold.
Therefore, the study's findings and discussion based on each objective can be summarized as follows: (1) To analyze the service context of the Airport Rail Link (ARL) connecting with the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT): The Airport Rail Link (ARL) operates across 8 stations (A1 – A8), with 3 stations connecting to the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT). These include Hua Mak station connecting to the Mass Rapid Transit System (MRT) Yellow Line, Makkasan station connecting to the Mass Rapid Transit System (MRT) Blue Line, and Phaya Thai station connecting to the Bangkok Mass Transit System (BTS) Green Line. The ARL's service management system involves various aspects: current customer groups and target customer segments across multiple organizational units, factors contributing to success and influencing service usage, roles and responsibilities of operational agencies, and reasonably clear operational strategies and plans.
In (2) the study of exemplary models of service excellence in rail transportation systems abroad, the Hong Kong Airport Express, located in the Hong Kong Special Administrative Region of China, was examined using Service Touch Points (STP). There are 10 identified Service Touch Points, including (1) Information Seeking, (2) Planning, (3) Buying and Booking Tickets, (4) Entry and Exit Platform, (5) Platform, (6) Train, (7) Travel, (8) Station, (9) Connecting to Other Mass Transit Systems, and (10) Information Sharing. The study involved deconstructing the operational processes of each Service Touch Point of the Hong Kong Airport Express. (3) To investigate the service usage behavior of international tourists on the Airport Rail Link (ARL) from Suvarnabhumi Airport through Service Touch Points (STP): The researchers studied the behavior of international tourists using the Airport Rail Link (ARL) via 10 Service Touch Points (STP). These include (1) Information Seeking, (2) Planning, (3) Buying and Booking Tickets, (4) Entry and Exit Platform, (5) Platform, (6) Train, (7) Travel, (8) Station, (9) Connecting to Other Mass Transit Systems, and (10) Information Sharing. (4) The evaluate the effectiveness of the Airport Rail Link (ARL) service from Suvarnabhumi Airport in service touchpoints that cater to the travel behavior of international tourists in Thailand. From the assessment, it was found that evaluating the effectiveness of the Airport Rail Link service requires consideration of 4 factors: service factors, personal factors (individual-specific factors), smoothness factors, and basic factors (general factors). There is a total of 22 significant sub-points involved in this evaluation. (5) The analyze the factors influencing the decision to reuse the Airport Rail Link (ARL) service by international tourists from Suvarnabhumi Airport. It was found that factors influencing the decision of international tourists to repeatedly use the Airport Rail Link (ARL) from Suvarnabhumi Airport consist of 4 factors: personal factors, service factors, smoothness factors, and basic environmental factors. There is a total of 22 critical points that the Airport Rail Link (ARL) needs to prioritize in operations to stimulate repeated service usage by international tourists from Suvarnabhumi Airport. (6) The Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand. From the overall data, the following summarizes the strategies for developing the Airport Rail Link (ARL), categorized into two formats: (1) Overall Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand: Service Quality Management, Mechanism Management, Staff Management, Partner Relationship Management, Marketing Management (2) Cluster-specific Strategies for Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand: European Celibate Group: 5 strategies, North America Married Group: 5 strategies, Asian Celibate Group: 5 strategies. In total, there are 15 strategies across the 3 clusters for developing the Airport Rail Link (ARL) to cater to the travel behaviors of international tourists at Suvarnabhumi Airport.
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Thesis (Ph.D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2024