Factors of Decision Making of Thai Generation Y Tourists’ Traveling to Phetchabun Province After Invasion of Covid-19

Abstract

The purposes of this article was to study the behavior of Thai Generation Y tourists, and to determine factors of decision making of Thai Generation Y tourists’ to traveling Phetchabun province. The researcher used a Quantitative Research. Data were collected by online questionnaire from a sample of 420 Thai Generation Y tourists, which used the convenience sampling. The quantitative data were analyzed by Descriptive statistics and Exploratory Factor analysis.  Exploratory factor analysis is conducted through the principal component analysis and Varimax. The key findings revealed that; 1) the behavior of the sample prefers to new and various tourist attraction, there were concerns of hygienic and safety of traveling, social media were the key communication system among the Gen Y tourists. 2) The decision of Thai Generation Y tourists to traveling Phetchabun province was divided into 3 factors: People, process, and physical evidence and presentation Factor; Price, place, promotion Factor; Tourism and service product Factor. Hence, from Covid-19 situation that a good opportunity to plan a new service marketing mix to the Next Normal that will happen in accordance with the situation, the differences, and need of the target market.