Factors Affecting New Normal Thai Tourism Behaviors of Chiang Mai Tourists

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Prayoon Sansamak
Kamolthip Kamjai


The purposes of this research are to 1) study tourism factors and new normal travel behaviors of Chiang Mai tourists and 2) study personal and tourism factors affecting Chiang Mai tourists’ new normal travel behaviors. The samples of this research included 384 Chiang Mai tourists. Frequency, Percentage, Mean, Standard Deviation (SD), T-Test, One-way ANOVA, and Multiple Linear Regression were used for data analysis.

The results revealed that most Chiang Mai tourists were female, single, aged between 20 and 30 years old, graduated with a bachelor’s degree, were employees or staff in private sectors, and traveled between once and five times a year. They also earned 15, 000 - 20, 000 baht a month. The highest level of push factor in tourism was motivation, while the highest level of pull factor was safety and the highest level of importance of the new normal travel behavior was focusing on safety. Moreover, the personal factors affecting differences in new normal travel behavior were gender, with statistically significant at the 0.05 level. However, factors of pursuit of new things, tourist attraction, gender and occupation could be predicted altogether as the factors affecting the new normal travel behavior which were 9.3%, with a multiple correlation coefficient of 0.321.


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Sansamak , P. ., & Kamjai, K. . (2022). Factors Affecting New Normal Thai Tourism Behaviors of Chiang Mai Tourists. PAYAP UNIVERSITY JOURNAL, 32(1), 63–76. https://doi.org/10.14456/pyuj.2022.5
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