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

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Published: Aug 5, 2021
Keywords:
COVID-19; Risk Perception; Intention Behavior; Thai Consumer; Thai Traveller

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PONGSIRI KAMKANKAEW
Faculty of Business Administration, North-Chiang Mai University
KONJANARD CHAROENSOK
Faculty of Law, Krirk University
VACHIRAPORN PHATTAROWAS
Faculty of Business Administration, North-Chiang Mai University
PHATCHARAPRON LIMPIAONGKHANAN
Faculty of Business Administration, North-Chiang Mai University
CHONG CHONGYOSYING
Faculty of Business Administration, North-Chiang Mai University
SUTEERA SRIBENJACHOT
Faculty of Business Administration, North-Chiang Mai University
DARINEE TANTAWEECHET
Faculty of Business Administration, North-Chiang Mai University

Abstract

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.

Article Details

Issue
Vol. 39 No. 2 (2021): May - August 2021
Section
บทความวิชาการ

Every article published in the Romphruek Journal of the Humanities and Social Sciences is the opinion and point of view of the authors. Thery're not the viewpoint of Krirk University or the editored department. Any part or all of the articles for pablication must be clearly cited.

KRIRK UNIVERSITY

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