Exploratory Factor Analysis of Tourist Destination Attributes Relating to Thai Tourist Demands in the COVID-19 Pandemic Crisis: Case Study of Tourists in Chiang Mai
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Abstract
This research aims at 1) surveying tourist destination components relating to Thai tourist demands in the COVID-19 pandemic crisis, and 2) proposing guidelines to destination development in response to those needs. The research employed a quantitative method with purposive samplings. The population included 383 Thai tourists in Chiangmai under the Exploratory Factor Analysis sampling technique. The questionnaire was employed as a research tool. Content validity and reliability were conducted with the application of Index of Item Objective Congruence and Alpha Coefficient. Descriptive Statistics and Exploratory Factor Analysis were employed for data analysis.
The research findings with Exploratory Factor Analysis revealed that there were six components of tourist destination attributes relating to Thai tourist demands from 37 variables, with Chi-Square of 8509.88, and at the significant level of .01. The six components accounted for 62.77 percent of the total variance. The six components of tourist destination attributes relating to Thai tourist demands in the COVID-19 pandemic crisis were 1) management readiness of COVID-19 at the destination, 2) planning and implementation of tourist destinations, 3) tourist attractions,
4) communication service and safety of the destination, 5) public sectors’ roles and duties to manage destinations in the COVID-19 pandemic crisis and 6) accountability of tourist destinations. This research proposes policy recommendations for public and private sectors and practical recommendations for local administrative organizations and entrepreneurs. These include building trust on healthy standards, information service for COVID-19 prevention and planning for tourists’ protection and remedial measures.
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