A Study of Thai Tourists Behavior in Bangkok Towards New Normal Tourism After the COVID 19 Pandemic to Create New Tourism Management Guidelines for Tourism Entrepreneurs

Abstract

This study sought to investigate Thai tourists' attitudes regarding New Normal tourism in Bangkok following the COVID 19 pandemic, with the goal of producing tourism management guidelines. The goals were to investigate visitor behavior, compare it to demographic data, discover marketing mix (7Ps) aspects influencing behavior, and recommend advice for businesses. The sample was made up of 400 Thai visitors in Bangkok, chosen using Yamane's formula with purposive and convenience sampling. A structured questionnaire was used to collect data, which were then analyzed using descriptive statistics and Chi square testing. The findings revealed that most tourists favored islands and beaches, depended on internet and social media for information, traveled with friends or family, planned their vacations autonomously, and stayed two to three days, primarily on weekends. Private automobiles were the most prevalent mode of transportation, with homestays and mid  to high end hotels being the favored lodging options. Marketing mix aspects were given a high rating (mean = 4.10), with the process obtaining the highest grade. Chi square analysis revealed strong correlations between income and travel style, and between marital status and companions, transportation, and lodging. Product, price, physical evidence, and personnel all have an impact on various behaviors. The findings provide principles for Bangkok's New Normal tourism, emphasizing fair pricing, improved service processes, sustainable infrastructure, and community based tourism activities.