Factors Affecting Staycation Travel Decisions After The Coronavirus 2019 Outbreak: A Case Study of People Living in Bangkok

Abstract

This article aimed to (1) explore the general characteristics of personal factors, tourist behaviors, and the importance level of marketing mix factors for residents in the Bangkok Metropolitan Area, and (2) investigate the personal factors and marketing mix factors of Bangkok Metropolitan Area residents affecting staycation tourism. The sample was residents or workers in Bangkok who had prior experience traveling within the country and had planned domestic trips within the past year. 400 individuals using questionnaires as a tool for data collection. The data were analyzed using descriptive statistics, inferential statistics and logistic regression. The result of the study found that the most of respondents were female, aged between 20 to 39 years old, single status, graduated with a bachelor’s degree, worked in the private sector, had a monthly income between 15,000 to 30,000 baht and the sample group prioritized service processes, emphasizing convenient, reliable, and secure payment methods. Logistic regression analysis indicated that single status, government employment, and service process marketing components were positively correlated with the likelihood of choosing staycation tourism. Conversely, higher education levels and physical evidence marketing mix factors were negatively correlated.