The Needed Behavior of Thai Tourists Toward the Service of the Tourism Communities in Satun UNESCO Global Geopark During the COVID-19 Pandemic

Abstract

          This research aims to study 1) the motivations and objectives for traveling of Thai tourists in Satun UNESCO Global Geopark 2) the needed behavior of Thai tourists toward the service of the tourism communities in Satun UNESCO Global Geopark during the COVID-19 pandemic, when tourism transformed into the “new normal”. The research applied a quantitative method with the use of an online questionnaire as a research instrument. The purposive sampling technique was employed in order to select there were 400 Thai tourists who travelled to Satun UNESCO Global Geopark.The statistics used in the data analysis consisted of frequency distribution, percentage, mean, standard deviation. and content analysis. The results showed an increase in travel in private small groups to avoided congestion. Tourists’ needs regarding the service of the tourism communities in Satun UNESCO Global Geopark during the COVID-19 pandemic identified eight significant indicators: Safety needs, hygiene, accessibility, community’s hospitality, tourist attractions, tourist activities, accommodation and souvenirs, and amenities had the highest weight ( = 4.54, S.D. = 0.58) The results will benefit to creating a standardized service model for the tourism community during or after the COVID-19 pandemic and create awareness among tourists. The study will also contribute to sustainability for the tourism community in Satun in the future.