Factors Influencing the Decision of Thai Visitors to Travel to Nakhon Ratchasima Province, Thailand, Amid the COVID-19 Pandemic


  • Pattama Kidroub Faculty of Management Technology, Rajamangala University of Technology Isan Surin Campus
  • Saran Kumjinda Faculty of Economics, Rangsit University


Factors, Travel, Nakhon Ratchasima province, Thai visitors, COVID-19 pandemic


The COVID-19 pandemic from the end of 2019 to the end of 2021 resulted in the tourism industry of Thailand being negatively affected. Almost every province in the northeastern region has been severely impacted, with Nakhon Ratchasima Province experiencing a reduction in Thai visitors of up to 38%. Consequently, entrepreneurs and other people in Nakhon Ratchasima Province relying on tourism for a living have experienced income loss and a deterioration in their quality of life. Therefore, this study aims to determine the factors influencing the decision of Thai visitors to travel to Nakhon Ratchasima Province, Thailand, amid the COVID-19 pandemic, to identify the important factors for tourism development in the area using primary data collected via a questionnaire. A sample of 400 Thai visitors were asked to complete the questionnaire between March and December 2021, with the collected data then analysed using the following statistical values: frequency, percentage, standard deviation, mean, and a logistic model (or binary logistic regression) according to the statistical significance level of 0.01. The suitability of the logistic model was determined based on the statistical values of a -2log likelihood (Cox and Snell R2; Nagelkerke R2; Hosmer and Lemeshow), with 87.30% accuracy. The results indicated that the following factors influenced the decision of Thai visitors to travel to Nakhon Ratchasima Province, Thailand, amid the COVID-19 epidemic: 1) Gender; 2) Average income per month; 3) The safety of the province in terms of health and protecting life, including property; 4) There are many tourist attractions within a short distance which are easy to travel to; 5) Accommodation prices are reasonable; 6) Goods and souvenir prices are reasonable; 7) The prices for visiting attractions are reasonable; 8) Tourist attractions have an effective and suitable infrastructure; 9) Tourist attractions are safe in terms of health and protecting life; 10) Tourist attractions have strict and effective measures to prevent the spread of COVID-19; 11) Tourist attractions have appropriate goods and souvenirs; 12) The promotion of price reduction for accommodation; and 13) The promotion of various privileges for visitors.


Boonmasungsong, D. T., Pornpakdee, S., & Nunnad, P. (2012). Factors influencing the willingness to retouring, Amphoe Wangnamkheo, Nakhonratchasima Province. (Research). Rajamangala University of Technology Isan, Nakhon Ratchasima.

Chuaikrut, C., Phusanam, A., & Dejmanee, O. (2020). Factors affect to tourist behavior of Thai teenagers after invasion of COVID-19. NEU Academic and Research Journal. 10(3), 187-201.

Charoensit, O. (2017). Binary logistic regression analysis for social science research. SAU Journal of Social Sciences & Humanilities. 1(2), 1-9.

Chaowalitthamrong, Y. (2010). Behaviour and factors affecting Thai tourists’ decision on travelling to Ratchaprapha Dam Amphoe Ban Takhun Changwat Surat Thani. (Master independent study). Kasetsart University, Bangkok.

Jariyachamsit, S. (2019). Factors influencing Asian tourists’ decision in selecting Bangkok as their travel destination. The 2019 International Academic Research Conference in Copenhagen, 81-87.

Kaiyawan, Y. (2012). Principle and using logistic regression analysis for research. Rajamangala University of Technology Srivijaya Research Journal. 4(1), 1-12.

Koedmeemul, M. (2018). Factors affecting Thai tourists traveling to the accredited tourist attraction: a case study of Thung-hong Mauhom fabric learning center, Phrae Province. NIDA Development Journal, 58(1), 103-122.

Kulsantiwong, C. (2021). Factors that influence travel decision–making of Thai generation Y tourists after COVID-19 pandemic. (Master independent study). Bangkok University, Bangkok.

Maneesaeng, M. & Wall, W. P. (2017). Factors influencing tourist decision-making towards traveling to Luang Prabang. Dusit Thani College Journal, 11(3), 82-95.

Ministry of Tourism and Sports. (2022). Domestic tourism statistics. Retrieved from https://mots.go.th/more_news_new.php?cid=594

Ministry of Public Health. (2021). Trend of COVID-19 pandemic in Thailand between January and December 2021. Retrieved from https://ddc.moph.go.th/covid19-dashboard

Nootayasakul, C. & Pasunon, P. (2016). Factors of decision marking of Thai tourists’ traveling to Lampraya market Nakhon Pathom. Dusit Thani College Journal, 10(1), 132-150.

Office of Nakhon Ratchasima Province. (2021). The information of Nakhon Ratchasima Province during COVID-19 pandemic. (Mimeographed).

Office of the Council of State. (2021). Regulation issued under section 9 of the emergency decree on public administration in emergency situations B.E. 2548 (2005). Retrieved from https://www.krisdika.go.th/Regulation-Issued

Srisa-ard, B. (1995). Introduction to research. 6th ed. Bangkok: Suweeriyasarn Co., Ltd.

Thai Quarantine Monitor (2021). Seven Provinces are in the dark red area and 38 in the red area for COVID-19 pandemic control in Thailand. Retrieved from https://thaiqm.dopa.go.th

Wannathanom, C. (2009). Planning and Tour Management. Bangkok: Samlada.

Office of the Economics and Social Development Council. (2021). Gross regional and provincial product chain volume measures 2020 edition. (Excel file). Office of the Prime Minister, Bangkok.




How to Cite

Kidroub, P., & Kumjinda, S. (2023). Factors Influencing the Decision of Thai Visitors to Travel to Nakhon Ratchasima Province, Thailand, Amid the COVID-19 Pandemic. Journal of Multidisciplinary in Social Sciences, 18(3), 53–60. Retrieved from https://so03.tci-thaijo.org/index.php/sduhs/article/view/268312



Original Articles