Factors Related to New Normal Tourism: A Case of Amphawa floating Market, Amphawa Sub-district, Amphawa District, Samut Songkhram

Abstract

          The objectives of this research article were to 1) study the tourist’s opinion level on new normal tourism, 2) compare the tourist’s opinion on new normal tourism classified by personal factors, 3) study the factors related to new normal tourism. This research was quantitative research. The sample consisted of 385 Thai tourists who visit at Amphawa Floating Market, Samut Songkhram Province in which it was calculated from the Cochran’s formula and used convenient or accidental sampling methods. The questionnaires were used as a data collection tool. The statistics used in this research was percentage, mean, and standard deviation. The hypothesis testing used t-test, and One-way ANOVA. If the differentials were found, the pairs comparison would be made by used the Fisher's Least Significant Differential method, and the correlation coefficient was used for the relation testing of the variables at a level of statistical significance of 0.05

          The  results showed that 1) the overall value of tourist’s opinions on new normal tourism in overall was at moderate level.  2) Personal factors in the aspect of different average monthly income had a difference on, the new normal tourism in the aspect of terms of duration of travel and selected attractions at a level of statistical significance of 0.05. Personal factors in the aspect of different gender, age, domicile, marital status, education and occupation had no difference on, the new normal tourism. 3) The only driving factors of tourism in the aspect of expenditure was related to the change of the new normal tourism in the aspect of terms of duration of travel and selected attractions. As for the factors driving tourism in the aspect of facilities and the government’s tourism promotion policies were not related to the change of the new normal tourism.