Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Factors Influencing Consumer Choice of Recreational Tourism Activities after the Covid-19 Crisis

Author(s): Komsit Kieanwatana

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 decision-making 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.

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