FACTORS AFFECTING THE DECISION TO TRAVEL TO CHACHOENGSAO PROVINCE AFTER THE COVID-19 PANDEMIC

Abstract

The objectives of the research were to study 1) Tourism component factors 2) Travel decision-making 3) To compare travel decision-making in Chachoengsao Province after the COVID-19 situation categorized by personal data 4) Tourism component factors Influencing travel decision-making in Chachoengsao Province after the COVID-19 Pandemic. For an unknown population size, the sample size was determined using the formula of W. G. Cochran at a 95% confidence level, resulting in a sample of 400 respondents. Data were collected using questionnaires. The statistical methods employed in this study included frequency, percentage, mean, and standard deviation, t-test, F-test (One-way ANOVA) and Multiple Regression Analysis. The findings indicated that, of the 400 respondents, the majority were female and aged between 31–40 years. Most were employees in the private sector, held a bachelor’s degree, and earned an average monthly income of 15,001–20,000 baht. Their purpose for visiting Chachoengsao Province was to make merit and pay respect at Wat Sothon Wararam Worawihan. Overall, tourism component factors were rated at a high level of importance ( = 4.21, S.D. = 0.486), while travel decision-making was rated at a high level of agreement ( = 4.29, S.D. = 0.580). Gender, age, occupation, and visited attractions significantly differed in their influence on travel decision-making in Chachoengsao Province after the COVID-19 pandemic. Furthermore, tourism component factors in terms of attractions, accessibility, and accommodation significantly influenced travel decision-making in Chachoengsao Province after the COVID-19 pandemic at the 0.05 level of significance. Recommendations include improving tourist attractions to be clean, attractive, and accessible with adequate facilities. Communities should help maintain areas and promote local identity, while the government supports policies, activities, and digital marketing. Future research should examine tourist satisfaction in depth and compare areas with other areas to guide development.