The New normal tourism behavior and service marketing mix that affect the decision-making process for choosing to use hotel services among Thai tourists.

Abstract

              The purpose of this study is 1) To study the behavior of tourists towards responsible tourism. 2) To study the factors affecting the responsible tourism behavior of tourists. The sample group used in this research is tourists who have awareness and responsible travel behavior. The sample group used in this study were 400 Tourists with awareness and responsible travel behavior. The tools used for data collection were questionnaires, statistical analysis. statistical analysis using SPSS, including frequency distribution, percentage value, mean and standard deviation and Pearson’s coefficient for hypothesis testing.

              The research has found that awareness of responsible tourism is overall at a high level, and in each area it was found that environmental awareness was at the highest level, next is social and cultural awareness at a high level. And the least aspect is that economic awareness is at a high level. Responsible travel behavior of tourists Overall behavior was at the highest level, and in each aspect it was found that environmentally responsible tourism behavior was at the highest level, next is economically responsible tourism behavior at the highest level. And the least aspect is that socially and culturally responsible tourism behavior is at a high level.