Factors Related to Thai Tourists’ Decision to Choose Accommodation in Chiang Mai during the COVID-19 Pandemic. Nunthikarn Srisuwan, Supasak Ngaoprasertwong, Thana Kitisrivorapan, Weera Weerasophon

Abstract

The objectives of this research were (1) to investigate marketing mix factors related to Thai tourists’ decision to choose accommodation in Chiang Mai in the post-COVID-19 condition, and (2) to study the safety standards of accommodation during the COVID-19 pandemic related to Thai tourists’ decision to choose accommodation in Chiang Mai in the post-COVID-19 condition. This research was quantitative mixed research. The sample consisted of 400 Thai tourists in the Chiang Mai area. The major findings indicated that (1) marketing mix factors were related to Thai tourists’ decision to choose accommodation in Chiang Mai in the post-COVID-19 condition with a statistical significance level of 0.05, and (2) the safety standards of accommodation were related to Thai tourists’ decision to choose accommodation in Chiang Mai in the post-COVID-19 condition with a statistical significance level of 0.05. Unlike previous decisions made by Thai tourists, they prioritized safety over accommodation prices. The findings of this study would be beneficial for accommodation entrepreneurs in Chiang Mai in terms of applying them to improve the service model in order to meet the needs of Thai tourists under the COVID-19 pandemic. The results could be utilized as guidelines for hotel business operators to improve, modify, develop various services, gaining higher profitability and ultimately result implications for maximum benefits.