Factors affect to New Normal Tourism Behavior of Thai Tourists Traveling in Thailand after Covid-19 Situations

Abstract

            The objective of this research was to study 1) New normal tourism behavior of Thai tourist traveling in Thailand after Covid-19 pandemic situations. 2) Tourism-push factors after Covid-19 pandemic situations. 3) Tourism behavior of Thai tourists and 4) factors affect new normal tourism behavior of Thai tourists traveling in Thailand after Covid-19 pandemic situations. The sample group were 385 Thai tourists who traveling in Thailand after Covid-19 pandemic situations. The research instruments were questionnaire. The statistical analyses were percentage, means, standard deviation and multiple linear regression analysis. The results of research revealed that 1) new normal tourism behavior of Thai tourists traveling in Thailand after Covid-19 pandemic situations were at a high level (x̄ =.596, S.D.=0.921). 2) Tourism-push factors after Covid-19 pandemic situations were at the highest level (x̄ =4.324, S.D.=0.443). 3) Tourism behavior of Thai tourists was at the highest level (x̄ =4.074, S.D.=0.600) and 4) Tourism-push factors all of 3 factors consist of travel policy encouragement, prevention measures against the spread of Covid-19 and attitudes toward Covid-19 had significantly influence new normal tourism behavior of Thai tourists traveling in Thailand at the level of 0.05 statistical level. And found that tourism behavior of Thai tourists all of 3 factors consist of travel expenditure, travel trip and environment factors had significantly influence new normal tourism behavior of Thai tourists traveling in Thailand at the level of 0.05 statistical level.