The Factors Influencing Trust in Health and Safety Amid the COVID-19 Pandemic in the Case of Prachuap Khiri Khan Province, Thailand

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Pattaraporn Jumporm


The current global situation of COVID-19 has severely affected Thailand’s tourism. This study aims 1) to study the levels of tourists’ trust in health and safety amid the COVID-19 pandemic in Prachuap Khiri Khan Province; and 2) to study the factors that affect tourists’ trust in health and safety amid the pandemic there. This study employed quantitative research methodology, and a questionnaire was used as the instrument for collecting the data. The sample groups were tourists for a total of 214 people from Prachuap Khiri Khan Province. The data analysis technique employed frequency, percentage, standard deviation distribution, and inferential statistics, such as Pearson’s correlation coefficient analysis and path analysis using multiple regression analysis techniques.  The findings of this research reveal that tourists that have decided to travel to Prachuap Khiri Khan Province amid the COVID-19 pandemic have a high level of trust in the overall health and safety measures. The factors that were seen to significantly influence the tourists’ trust in health and safety were their perception and attitude. Personal factors such as income, perception and attitude indirectly influenced on tourist decisions through tourist trust variables. Only age factor did not directly or indirectly influence on tourist decisions.

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