Factors Affecting Tourism Behavior in Phayao Province after the COVID-19 Pandemic

Abstract

     This study aimed to investigate the behaviors of Thai tourists in Phayao province after the COVID-19 pandemic and to analyze the factors affecting these behaviors. This quantitative research collected data using questionnaires from a sample of 400 Thai tourists using accidental sampling and analyzed the data using descriptive statistics and one-way analysis of variance (One-Way ANOVA).
     The research results found that tourists place a high value on environmental factors, price, safety, and facilities. Most tourists travel independently, with friends or family, and average travel expenses are 10,000-15,000 baht. The hypothesis testing results showed that travel arrangement characteristics significantly affected the significance level of environmental and price factors at the 0.05 level. These findings point to the emergence of a new traveler profile known as the “Autonomous Tourist,” characterized by high autonomy in travel planning and confidence in one's travel abilities. However, on-site spending decisions are driven by value-driven assessments of various factors, particularly price and environmental quality. Therefore, stakeholders in Phayao should develop strategies that deliver tangible value aligned with the BCG economic model to address the needs of this new tourist segment.