Guidelines for Enhancing the Happiness of Tourists in New Normal Travel

Abstract

The objectives of this research are 1) to study tourist behavior in new normal travel 2) to evaluate the potential of new normal tourism management 3) to evaluate the level of tourists’ happiness travelling in new normal travel 4) to analyze the relationship between the potential of tourism management and the happiness level of tourists travelling in new normal travel and 5) to propose the guidelines for enhancing level of tourists’ happiness in new normal travel. This research is conducted with 400 Thai tourists as a sample group by using multi-stage sampling method. The quota random sampling method was used by selecting 4 regions including 4 provinces and 100 samples representing each province. Then convenient sampling was used. A questionnaire is used as the data collection tool while the statistics used for the data analysis are descriptive statistics and stepwise multiple regression analysis. Also, purposive sampling method is used for 12 stakeholders related to tourism management. A small group discussion is used for data collection while the data analysis is done by using content analysis. The results of study show that a potential of the new normal tourism management appears to be in the highest level. The level of tourists’ happiness in the new normal travel is at high level. The potential of tourism management, accessibility, attractions, and ancillary services influenced on their overall happiness. The guidelines for enhancing the tourists’ happiness include 1) upgrading safety standards in terms of hygiene in tourist destinations, 2) promoting image of tourist destinations, 3) transportation management in tourist destinations, and 4) improving service quality among the hospitality personnel.