RESEARCH ON FACTORS AFFECTING TOURIST INVOLVEMENT IN COFFEE TOURISM AFTER COVID-19 PANDEMIC IN THAILAND

A survey of 400 coffee tourists, both Thai and foreign, is administered as part of the study. Coffee tourism places in Thailand were mostly frequented for fun by Thai tourists, according to research. To learn about coffee production and marketing firsthand, they wanted to take a trip of coffee farms as well. Coffee tourism in northern Thailand appears to be very well managed, based on the responses of Thai tourists. For the same reason, replies from international coffee tourists revealed that many of their trips to coffee tourism sites were purely for pleasure rather than business. Additionally, they wanted to learn more about coffee tourism by meeting with regional tour guides and purchasing locally produced and handcrafted goods. <br> A total of 6,485,791 Thais and internationals visited coffee plantations during the study, including Chiang Rai, Chiang Mai, Mae Hong Son, and Lampang provinces. Several tourists from Thailand and abroad took part in coffee-related tourism activities, such as tours of the cultivation and production areas or tasting coffee. 400 visitors out of 6,485,791 visitors to the coffee plantations agreed to participate in the survey and fill out the questionnaire. A questionnaire was given to 400 visitors that covers attractions, accessibility, amenities, packages, activities, and ancillary services.

本研究针对400名涵盖泰国本地及外籍的咖啡游客开展调研。研究结果显示，泰国本地游客到访泰国咖啡旅游点位多以休闲娱乐为主要目的，同时亦希望通过走访咖啡农场，实地了解咖啡生产与营销全流程。基于泰国游客的反馈，泰国北部的咖啡旅游项目整体运营状况良好。针对相同的旅游诉求，外籍咖啡游客的调研回复显示，他们到访咖啡旅游点位的行程大多纯粹为休闲娱乐，而非商务出行。此外，他们希望通过对接当地导游、购买本地手工制品与特色产品，进一步深入了解咖啡旅游业态。
本次研究期间，共计6485791名泰国及外籍游客到访咖啡种植园，涉及清莱府、清迈府、夜丰颂府及南邦府。其中不少泰国及外籍游客参与了各类咖啡主题旅游活动，例如种植与生产园区参观、咖啡品鉴体验等。在所有到访咖啡种植园的6485791名游客中，最终有400名游客同意参与本次调研并填写问卷。本次调研向400名受访者发放的问卷涵盖旅游点位吸引力、可达性、配套设施、旅游套餐、体验活动及附加服务等多个维度。