Causal Relationships of Factors Affecting Tourism Behavior Following the COVID-19 Pandemic in Tourist Destinations in the Upper Northeastern Region
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Abstract
This research aims to study the structural model of the causal relationship between tourism motivations, attitudes towards the 2019 coronavirus outbreak, and tourism marketing mix factors that affect tourism behavior after the outbreak of coronavirus disease 2019 in tourist destinations in the upper northeastern region. The sample group consists of Thai tourists who visited tourist attractions in four provinces: Udon Thani, Nong Bua Lamphu, Nong Khai, and Bueng Kan, totaling 463 people, sampled using a multi-stage random sampling method. The data collection tool used was a 5-point Likert scale questionnaire. Data were analyzed using statistical methods, including mean, standard deviation, confirmatory factor analysis, and structural equation modeling. The research results found that the structural model of the causal relationship between the studied variables is consistent with empirical data at a significance level of .05. All factors together explain 91 percent of the variance in tourism behavior after the 2019 coronavirus outbreak. The factor that has the greatest influence on tourism behavior is the tourism marketing mix factor, followed by attitudes towards the spread of the coronavirus 2019 and motivation for tourism, respectively. Therefore, agencies involved in tourism promotion should prioritize developing effective tourism marketing strategies in each area to create incentives for tourism, along with providing a positive experience to ensure that tourists have an appropriate attitude towards the 2019 coronavirus outbreak.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยอุบลราชธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยอุบลราชธานี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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