Risk Factors and Travel Intentions of Foreign Tourists to Visit Thailand After the Covid-19 Pandemic
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Abstract
This research aimed to 1) categorize foreign tourists visiting Thailand into groups based on their lifestyles and pull factors of tourist attractions and 2) examine risk factors and travel intentions of tourists to visit Thailand after the COVID-19 Pandemic. The findings concluded that the foreign tourists visiting Thailand could be classified into four groups: 1) nature and budget-oriented travelers 2) luxury travelers 3) cultural immersers, and 4) idealized experience seekers. Concerning the risk factors and the travel intentions of tourists to visit Thailand after the COVID-19 Pandemic, it can be concluded that their intentions depended upon travel risk perceptions, opinions on travel risks, degrees of travel risk tolerance, and risk reduction strategies which were considered to be a moderator variable. Also, each group of foreign tourists was found to have its own identity.
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