ส่วนประสมการตลาดการท่องเที่ยวที่มีผลต่อนักท่องเที่ยวชาวไทยในการเลือกแหล่งท่องเที่ยวเชิงนิเวศผจญภัยภายในประเทศ ในยุคความปกติใหม่

Abstract

The purpose of this study is to tourism marketing mix affecting Thai tourist in choosing domestic eco-adventure tourist attractions in new normal era. Data were collected through questionnaires, employing quota sampling from a questionnaire of 400 eco-adventure tourism experiences. The statistical methods used for data analysis included descriptive statistics such as frequency, percentage, and mean, as well as inferential statistics such as independent t-test and regression analysis. The study's results revealed that government measures announced have an impact on Thai tourists' decisions to select eco-adventure tourism destinations in the new normal era. The factors that have seen an increase in impact include establishing clear entry and exit points appropriate for the area, providing hand washing stations with soap, alcohol gel, and face masks, and ensuring the proper use of disinfection equipment throughout the service period. Additionally, offering good ventilation in enclosed areas, such as bathrooms, providing trash cans with lids for waste separation and proper disposal, and requesting ATK or RT-PCR test results from service users have also contributed to the increase. tourism marketing mix affecting Thai tourist in choosing domestic eco-adventure tourist attractions in new normal era includes Product, Promotion, People, and Process. The study's results revealed differences in the decision-making process for choosing eco-adventure tourism destinations within the country during the new normal era. It was observed that individuals or groups who had previously engaged in eco-adventure travel after the outbreak of the COVID-19 virus were more inclined to opt for eco-adventure tourism destinations within the country across all 8 measures when compared to those who had never participated in eco-adventure tourism following the outbreak of the COVID-19 virus. There were establish clear entry and exit points as appropriate for the area, provide hand washing stations with soap, alcohol gel, and face masks. and disinfection equipment Adequately throughout the service period, provide a distance of 1 - 2 meters between people and have signs or symbols clearly displayed, Limit people coming to use the service to 1 person per area of 1.5 square meters per round/period, arrange for cleaning of areas and equipment that are used together, such as tourist service centers, elevators, doors, handrails, resting seats, etc., arrange trash cans with lids to separate waste for proper disposal, Technology is used to support work (payment) such as QR Code, card sales and electronic payments (e-Payment), etc. and ATK or RT-PCR test results are asked from service users. The study's results revealed those who had prior experience with eco-adventure tourism after the COVID-19 outbreak showed a higher propensity to choose such destinations in the new normal era across all 6 Marketing Mix factors of Tourism, Product, Price, Place, Promotion, People, and Partnership has more choosing than those who have never undertaken eco-adventure tourism after the outbreak of the COVID-19 virus.