Factors affecting the decision of Thai tourists to travel in Lampang province under the COVID-19 situation
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Abstract
This research had the objectives to study 1) levels of opinions by electronic word of mouth, tourism attraction image and decision makings to travel to Lampang province of thai tourists under the COVID-19 situation and 2) factors affecting the results of trip to Lampang province decision makings of thai tourists under the COVID-19 situation by conducting a quantitative research using a questionnaire as a research tool to ask 384 Thai tourists. The data were analyzed for statistics: Frequencies, Percentage, Standard deviations, Correlation coefficient and Multiple Linear Regression.
The research results found that 1) levels of electronic word of mouth had the highest total average of 3.93 followed by the level of decision making and the levels of tourism attraction image had the total average of 3.86 and 3.80 respectively at the high level 2) the tourism attraction image factor is the variable affecting the decision makings of the Thai tourists for the trip to Lampang under the COVID-19 situation with the statistical significance level of .01..
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References
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