How Does The Risk Perception of COVID-19 Affect Thai Consumers' Travel Intention?

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The COVID-19 pandemic took place within a short time and affected all countries. Thailand is one of the countries that rely on the tourism industry. The pandemic impact of COVID-19 has severely affected travelers' travel. The Thai government has encouraged Thai people to travel through tourism promotion programs, of course it rarely contributes to the growth of the tourism industry. This academic paper explores Thai consumers' travel intentions and travel behaviors through the lens of the concepts of risk perception and planned behaviour theory. The discussion results on this academic paper help marketers understand the in-depth behaviour of the travel intentions of Thai travelers so that they can lead to a more effective marketing plan.


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