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. 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.