Tourism Development Through the Service Marketing Concept from the Perspectives of Gen Y Tourism Travelling in Chiangmai During the Covid-19 Pandemic Crises

Abstract

The research objectives were 1) to examine the tourism values’ levels of personal and social aspects, characteristics and behaviors, service marketing (7Ps), and hygiene and safety of tourism standards from the perspectives of Gen Y tourists travelling in Chiangmai during the COVID-19 pandemic crises; and 2) to propose guidelines for tourism development through the service marketing concept from their perspectives. This research used a quantitative method, using questionnaires to survey 400 Gen Y tourists who were born between 1980-1997 (Ages between 23 to 40 years). The key findings revealed that: 1) the tourism values of Gen Y tourists in the COVID-19 era drastically changed; 2) there were increased concerns of hygienic safety as well as of value for money issues under the economic recession in the COVID-19 era; 3) physical health was a key influence on the changing needs to travel of Gen Y tourists; and 4) social media were the key communication system among the Gen Y tourists. This research recommends 7Ps marketing strategy for instance, 1) Product: focus on SHA sanitation standards, 2) Price: consideration of affordability in the COVID-19 era, and 3) Place: contactless service.