The Impact of Social Dynamics and Tourist Behavior on Tourism Development in Thailand

Abstract

This study aims to explore 1) the social dynamics and behaviors of tourists, 2) the trends and future development directions of Thailand’s tourism industry, and 3) the formulation of strategic guidelines and policy recommendations for tourism development in Thailand. A mixed-methods approach was employed, combining quantitative research and futures research using the Ethnographic Delphi Futures Research (EDFR) technique. Quantitative data were collected from 400 inbound tourists through convenience sampling. The study employed convenience sampling and conducted interviews with 17 experts in the tourism industry. The participants were selected through purposive sampling in combination with snowball sampling.

The findings indicate that 1) social dynamics and tourist behaviors were rated at a high level ( =3.79, S.D.=1.05) 2) the development of Thailand’s tourism industry should prioritize sustainability, cost-effectiveness, equitable income distribution to local communities, and environmental impact mitigation to enhance global confidence; and 3) six strategic directions were proposed sustainable and environmentally friendly tourism development, promotion of cultural tourism and local wisdom, enhancement of digital technology and service capacity, development of new attractions that distribute income to local communities, human resource development in tourism and services, and global marketing and public relations. These six strategic approaches are suitable for formulating policy recommendations aimed at integrating future development plans within Thailand’s tourism industry.