FACTORS INFLUENCING CHANGING TOURISM BEHAVIOR IN BANGKOK AFTER COVID-19

Abstract

This research aims to study the factors of the marketing mix related to products and promotional marketing, as well as the safety factors concerning physical crime, property, and accidents, and the safety factors related to hygiene and disease outbreaks that affect the decision-making of Thai tourists traveling to Bangkok after COVID-19. The study utilized closed-ended questionnaires, targeting a sample of 400 Thai individuals residing in Bangkok. Descriptive statistics, such as mean percentage and standard deviation, were used alongside inferential statistics, including multiple regression analysis, to analyze the data. The results indicated that the factor significantly influencing the decision-making of Thai tourists traveling to Bangkok after COVID-19 at a .05 significance level was the safety concerning hygiene and disease outbreaks. In contrast, the marketing mix factors related to products, promotional marketing, and safety regarding physical crime, property, and accidents did not significantly impact the decision-making of Thai tourists visiting Bangkok post-COVID-19.