Music Tourism Development of Thailand Case Study: Music Festivals at Khao Yai National Park

Abstract

The Covid-19 pandemic has resulted in changes of tourist behaviors and their trust of Khao Yai National Park as a safe music tourism area. This research aims to study 1) behaviors of music tourists in new normal tourism, 2) contexts of Khao Yai National Park as a music tourism destination, and 3) provide guidelines for music tourism development of Thailand from the model of music tourism activities of Khao Yai National Park. Data were collected using a semi-structured interview form with 30 local stakeholders and an online questionnaire with 400 tourists. The research instruments were developed based on theories and concepts of lifestyle, travel career ladder, characteristics of music festivals, quality leisure destinations, and upgrading tourism safe zone in the era of new normal tourism. It was found that 1) tourists of Khao Yai National Park who attend the music festivals were diverse groups of all genders and ages. They were especially interested in attractive music festivals with interesting activities that match their travelling purpose. Also, such music destinations must be safe. They perceived the safety of their health and hygiene while travelling as the most importance (=4.73). 2) In general, Khao Yai National Park has the context of being a music tourism destination at the highest level (= 4.52). It was rated in terms of its distinctiveness, safety and quality standards, ensuring hygiene and cleanliness, and fairness in the music tourism supply chain. 3) It was suggested that the music tourism development of Khao Yai National Park in Thailand should follow the “NEMO model”, which would attract tourists at the highest level (= 4.86). This form of music tourism activities can be used as a guideline for creating music activities in other areas of Thailand.