แรงจูงใจในการท่องเที่ยวและแนวโน้มการท่องเที่ยวภายในประเทศ ของผู้อาศัยในจังหวัดลำปาง หลังการแพร่ระบาดของโควิด-19

Abstract

The objectives of this research are 1.To study anxiety about the COVID-19 pandemic 2.To study the tourism motivation of residence in Lampang province after the COVID-19 pandemic 3.To study trends of residence in Lampang after the COVID-19 using a quantitative research model by sample of 385 people was drawn by convenient random sampling. Data were collected using both online and paper questionnaires. Data were analyzed using descriptive statistics consisting of frequency, percentage, mean and standard deviation. To measure data in demographic analysis tourism behavior and opinion level information according to the Likert Scale criteria of the sample group about concerns about the COVID-19 situation, push and attraction motivations and crosstab table analysis about push and attraction motivation, anxiety about the COVID-19 situation affecting tourism behavior including travel companions, duration of travel and travel expenses. The results showed that the general characteristics of the sample group in tourism after the COVID-19 pandemic of the 385 sample groups are female group aged between 18-25 years, accounting for 28.80%. Around 70.10% of the sample groups have a bachelor's degree or diploma. 39.50% have an average monthly income of not more than 15,000 baht, most of them are company employees accounting for 34.50%. The results of a study on overall anxiety about the situation of COVID-19 of the residence in Lampang province, the sample group had a agree level of opinions and when considering each factor, their concern was divided into 3 aspects: social interaction, health and economic aspects with a moderate level of agree and moderately agree respectively. The results of a study on overall push motivation of residence in Lampang province. The sample group had opinion agree and when considering each factor, push motivation was divided into 8 aspects. By opinion levels agree on all 8 aspects, including self- energy, relationship enhancement through experience, side of escape, self-development, self-discovery, faith, adventure and local experiences. For overall pull motivation of residence in Lampang province. The sample group had opinion agree and when considering each factor, pull motivation was divided into 8 aspects, with opinion levels strongly agree on 1 aspect, aesthetics and safety. As for the factors that opinions at agree level were 5 aspects, convenience of tourist attractions. food and local activities, trending stories, privacy and SHA policies, respectively. The results of tourism behavior of residence in Lampang province after the COVID-19 of the 385 sample, it was found that most of the travel participants traveled with their families by using vehicles by car. Likes to travel in the northern region and is interested in leisure-style tourist attractions. Most travel time is 3 days without participating in any government projects. In terms of various expenses in traveling expenses over 2,000 baht include travel expenses, food expenses, purchase expenses and accommodation expenses. For expenses over 1,000 baht including other expenses, and the expenses less than 500 baht are expenses for participating in community activities and entrance fees to tourist attractions. The results of push motivation with tourism behavior, it was found that in the part of travelers and travel companions including those traveling alone People who travel with older siblings and those who travel with no more than 4 friends/colleagues are most push motivation by recharging themselves. Those traveling with their partner/husband/wife, family and 5 or more friends/co-workers are most push motivation by strengthening their relationship with the experiences. For those who have the most time to travel be motivated to travel by recharging yourself as much as possible. For those who have the most travel expenses. There is a strong motivation to travel by strengthening relationships. Part of pull motivation with tourism behavior, it was found that in the part of travelers and traveling companions people who have a long time to travel and those who have most of the travel expenses, There is an incentive to travel in a way that pull motivation by the most aesthetics and safety. The results of anxiety about the situation of COVID-19 with tourism behavior, it was found that in the part of travelers and traveling companions people who have a long time to travel and those who have travel expenses most are anxiety about the COVID-19 situation by the most economic.