Publication:
FACTORS INFLUENCING CONSUMER CHOICE OF RECREATIONAL TOURISM ACTIVITIES AFTER THE COVID-19 CRISIS

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Issued Date

2021

Resource Type

Article

Language

eng

File Type

application/pdf

ISSN

15441458

Other identifier(s)

2-s2.0-85112858429

Rights Holder(s)

มหาวิทยาลัยศรีนครินทรวิโรฒ

Bibliographic Citation

Academy of Strategic Management Journal. Vol 20, No.Special Issue 3 (2021), p.1-9

Suggested Citation

Kieanwatana K. FACTORS INFLUENCING CONSUMER CHOICE OF RECREATIONAL TOURISM ACTIVITIES AFTER THE COVID-19 CRISIS. Academy of Strategic Management Journal. Vol 20, No.Special Issue 3 (2021), p.1-9. Retrieved from: https://hdl.handle.net/20.500.14740/7995

Title

FACTORS INFLUENCING CONSUMER CHOICE OF RECREATIONAL TOURISM ACTIVITIES AFTER THE COVID-19 CRISIS

Author(s)

Kieanwatana K.

Abstract

This study examines the factors that affect tourists' purchase decisions. This quantitative study uses data collected from 400 Thai tourists via a questionnaire survey. The results show that different levels of education affect the decision-making process regarding recreational tourism activities after the COVID-19 crisis. Marketing mix factors which affect the decisionmaking of tourists in such a scenario include the 4S's, namely, Sanitary Product, Sincere Promotion, Satisfied Price and Communication, and Sudden Distribution. Additionally, Sanitary Product and Sincere Promotion positively affect the purchasing of recreational tourism activities among Thai tourists after the COVID-19 crisis. © 2021. All Rights Reserved.

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URI

https://hdl.handle.net/20.500.14740/7995

Collections

Scopus: Year 1983-2021

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