Abstract:
This research investigates the situation of measures in Thailand, along with foreign tourists' perceptions and confidence in domestic tourism measures, in the context of the COVID-19 pandemic, including offering recommendations for effective management of tourism measures in Thailand. The study integrates theories including perception and confidence theory. The questionnaires were collected total of 384 from both online and onsite at tourism destination by using convenience sample and interviewed total of 7 experts consist of foreign tourists entrepreneurs, government agencies, and the private sectors. The quantitative data analysis utilized the One-Way ANOVA, and the qualitative data analysis employed the Content Analysis. The result obtained show that the number of respondents was male, aged 20 to 30, single, and had a bachelor's degree; earnings of $1,639 per month or more, with the most of traveling coming from Europe, particularly Germany, and traveling through Test & GO measures. Gender demographics: differing perspectives and levels of confidence. There was no difference in perception and confidence based on age or status. There was no difference in perception in terms of education, but there was a difference in confidence. The aspect was acknowledged differently regarding income, but there was no difference in confidence. Overall, the measure was satisfactory; continue to be cautious and adjust steps following the COVID-19 situation. The interviewees believed in the procedures because they were meticulous regarding safety and public health. Consequently, government agencies and the private sectors should collaborate to achieve clarity and efficiency and raise tourist awareness and confidence.
