Factors Influencing Thai Tourists’ Attitude in Bangkok to Select a Travel Agency Prior and During the COVID-19 Epidemic Situation and the Adaptation of a Travel Agency

Abstract

This research aimed to study the factors affecting the attitudes in choosing travel agency services among Thai tourists in Bangkok prior and during the COVID-19 epidemic situation: 1) To study the level of demographic and behavioral factors affecting the attitude to choose travel agency services among Thai tourists in Bangkok during the period prior and during the COVID-19 epidemic situation; 2) To compare individual demographic factors and behavior of Thai tourists in Bangkok Metropolitan Region towards the decision to use travel agency services prior and during the COVID-19 epidemic situation; 3) To study the guidelines for the adaptation of the travel agencies during the situation of COVID-19 that can meet the needs of Thai tourists in Bangkok. The sample groups used in this research are Thai tourists who have traveled or were customers of tourism businesses in Thailand prior and during the COVID-19 epidemic situation. This research is generated as mixed method. The sample group that the researcher collected data is Thai tourists living in Bangkok for 400 people and 10 travel agency operators with specific sample selection. 

The results of the research found that the majority of Thai tourists were female (64.50%). Most were between 31-40 years of age (50.00%). Most had a bachelor's degree (51.50%) and most have monthly income at 40,001 - 60,000 baht (38.00%), most of whom are occupational employees of private companies / contractors (48.30%). Behavior of choosing a tour company service of Thai tourists in Bangkok found that most tourists use a tour agency service twice a year (47.00%). Next, most of the purpose of choosing a tour company service of tourists is for the convenience (40.00%). Next, most tourists use travel agencies and tend to travel with families (45.00%). Next, most tourists search for or receive information about travel agencies from newspapers and brochure (52.50%). Most tourists use sales agents for booking or purchasing travel agency services (52.00%), and most tourists spend a budget of 5,001-10,000 baht to purchase travel agency services (Domestic) each time (40.50%). Attitude factors before and during the COVID-19 epidemic situation for overall, the average of behavior in terms of attitude factors before and during the epidemic situation was found at 3.86 with standard deviation at 1.13 and after the COVID-19 epidemic situation was at 3.99 with standard deviation at 0.99.  Next, the average of confidence in terms of attitude factors before the COVID-19 epidemic was at 3.56 with standard deviation at 1.08, and the post-COVID-19 situation was at 3.77 with standard deviation at 1.04. Lastly, the average of cognition in terms of attitude factors before the COVID-19 epidemic was at 3.37 with standard deviation at 1.00 and the post-COVID-19 situation was at 3.70 with standard deviation at 1.03, respectively. And guidelines for the adaptation of the travel agencies during the situation of COVID-19 that can meet the needs of Thai tourists in Bangkok was found that the entrepreneur should have prepared to risk. Travel and tourism service, airlines, hotels and resorts should have improved service more focus on health and technology in e-business.