Using the Analytic Hierarchy Process (AHP) for Decision Making in Tourism Product Distribution Channel

This research applies the Analytic Hierarchy Process (AHP) to decision-making in the tourism product distribution channel of Phang-Nga province. The study aims to identify and prioritize key factors influencing the selection of the most suitable distribution channel, ultimately improving the efficiency and effectiveness of tourism product sales. Seven critical factors were analyzed: product variety, negotiable pricing, order availability, delivery service, product quality, sufficient supply, and credit payment options. The research methodology involves pairwise comparisons to determine the relative importance of each factor, weighted score analysis, and evaluation of distribution channel alternatives. The findings indicate that entrepreneurs prioritize three key factors: product quality, order availability, and delivery service. The AHP analysis reveals that the most suitable distribution channel is the information technology-based product selling system, as it effectively aligns with business needs, enhances consumer accessibility, and optimizes the overall distribution process.