The Management of Recreational Tourism Activities after the Covid-19 Crisis

Abstract

This research examines the recreational tourism activities management after the Covid-19 crisis. Questionnaires were used as a tool to collect data from Thai tourists aged 18 years and over using Accidental Sampling. Data were analyzed statistically using Principal Component Analysis Varimax Rotation and semi-structured interviews with 6 qualified experts who have been involved in the tourism industry or tourism or recreational activities in Thailand for at least 5 years using Purposive Sampling. The results were as followed;

There are two factors affecting the purchasing of recreational tourism activities among Thai tourists after the Covid-19 crisis, namely the sanitary product factor (Beta = .280) and the sincere marketing promotion factor (Beta = -.269). The Management of recreational tourism activities after the Covid-19 crisis consists of 3 main components: Demand for tourism activities of tourists after the Covid-19 crisis (Demand side), Business adaptation related to the recreational tourism activities (Supply side), and the support of the relevant government agencies (Support side). The three main components are interrelated in terms of supporting each other. As for the recommendations for utilization, it was found that the government should set up policies to stimulate the purchase of recreational tourism activities in Thailand after the Covid-19 crisis, and the private sector should adjust recreational tourism marketing to suit the change in tourist behavior.