RESPONSIBLE NEW NORMAL TOURISM BEHAVIORS OF TOURISTS IN BANGSAEN BEACH TOURIST SITES, CHONBURI PROVINCE

Abstract

       This research aimed to investigate tourism behavior and new tourism behavior with the focus on responsibility among Thai travelers in Bangsaen Beach, Chonburi. Demographic characteristics and new tourism behaviors of Thai travelers were also compared in this study. According to demographic characteristics, the sample group selected randomly consisted of 400 Thai tourists who traveled to Bang Sean Beach, Chonburi province. The research tool used in this study was a questionnaire with a reliability coefficient of .89. Data analysis was conducted using descriptive statistics, including frequency distribution, percentage, mean, standard deviation, and inferential statistics, including independent sample t test and one-way ANOVA     F test. The statistical significance level was set at .05, and Scheffe's method was used to test pairwise mean differences when significant differences were found.

            The research findings revealed that the new generation of responsible Thai tourists' behaviors in the tourism destination of Bangsaen Beach, Chonburi Province, prioritized relaxation and leisure as their primary travel purpose, followed by business/conference, sports and entertainment. The most common travel companions for this trip were family members, followed by couples, friends and solo travelers. The most popular travel period was during the long weekends, followed by public holidays and regular weekdays. The factor influencing their travel decision-making primarily included friends/family, followed by the internet and advertising/promotion. The most commonly used mode of transportation for this trip was personal cars, followed by motorcycles and public transportations. The most popular activities during the trip were beachfront relaxation and sea-related activities. The new normal tourism behaviors of tourists was overall and all sides at high level. Safety had the highest mean, followed by environment, booking in advance, and technology. It was also found that Thai tourists under 20 exhibited less responsibly technology-oriented behavior compared to those aged 21-30 and 41-50, which was statistically significant.