Dr.Warach - POST COVID Raw Data.pdf

The objectives of this research are to: (1) analyze the behaviour of Thai tourists traveling in the northern region After Covid-19, and (2) propose guidelines for management Planning tourism marketing for Thai tourists in the northern region for government agencies and entrepreneurs. It is quantitative research using questionnaire surveys with 400 respondents in 17 northern provinces. It was found that the northern province that most Thai tourists visited the most is Chiang Mai. The post covid-19 tourist behaviour of the Thais can be concluded as follow: (1) Thai tourists will use cash for their tourism spending, (2) they will travel as free independent travellers (FIT), (3) they will travel with their family, (4) they will use private vehicle, (5) they will travel 2 times a year, (6) they are likely to travel during the weekends, (7) the travel purpose is for recreation and eating, (8) they like to take pictures, (9) the Thai tourists find travel information mostly from the Internet, and (10) they prefer to spend about 1,001-5,000 baht each trip.<br>The researcher planned to collect questionnaires and interviews with Thai tourists by focusing on finding tourism behavior perception of tourism, the demand for tourism in the post-Covid-19 period, including the use of social media of tourists to analyze the behavior of Thai tourists. <b>Population/Samples</b> are 400 Thai tourists in 17 northern provinces. <b>Research Tools:</b> questionnaires and interview forms that has been checked for content validity and validity including through the Human Ethics Committee.<b><i>Data analysis</i></b><b><i></i></b> Quantitative data collection, the statistics were used to analyze the data as follows: 1) descriptive statistics is the statistics used to describe the samples that the researcher has collected data by using frequency, percentage, mean, and standard deviation; and 2) inferential statistics is a statistic that is used to analyze sample data in order to bring the obtained values ​​to explain or refer to the population, including hypothesis testing using Multiple Regression Analysis (MRA)<br>

本研究的研究目标如下：(1) 分析新冠疫情后赴泰国北部地区旅游的泰国游客行为特征；(2) 为政府机构与文旅从业者提出针对泰国北部地区泰国游客的旅游营销管理规划建议。
本研究为定量研究，采用问卷调查与访谈相结合的方式，共在泰国北部17个省份选取400名受访者。
研究结果显示，泰国游客到访频次最高的北部省份为清迈（Chiang Mai）。新冠疫情后泰国游客的旅游行为特征可归纳如下：(1) 旅游消费以现金支付；(2) 以自由独立旅行者（free independent travellers, FIT）身份出行；(3) 以家庭为单位结伴出游；(4) 选择私家车辆出行；(5) 年出游次数为2次；(6) 偏好于周末时段出行；(7) 出游目的为休闲娱乐与美食体验；(8) 热衷于拍照留念；(9) 主要通过互联网获取旅游资讯；(10) 单次旅行预算约为1001-5000泰铢。

研究者计划通过问卷调查与访谈的方式收集泰国游客数据，重点聚焦于探究游客对旅游业的行为感知、后新冠疫情时期的旅游需求，以及游客的社交媒体使用情况，以此分析泰国游客的旅游行为特征。

**研究对象与样本**：泰国北部17个省份的400名泰国游客。
**研究工具**：经过内容效度检验，并通过人类伦理委员会审查的问卷与访谈表单。
**数据分析**：
本研究采用定量数据收集方法，运用以下统计手段开展数据分析：1) 描述性统计：通过频次、百分比、均值与标准差对采集的样本数据进行特征描述；2) 推断性统计：通过分析样本数据以推导总体特征，并采用多元回归分析（Multiple Regression Analysis, MRA）开展假设检验。