A Study of Japanese Exchanged Students in case Tourists’ Behavior during the COVID 19 Era

Abstract

The objective of this research was to study the personal characteristics and marketing mix factors affecting Japanese Exchanged Students in case tourist behavior during the COVID-19 era. The sample of this study consisted of Japanese Exchanged Students with domestic and international travel behavior, living in Bangkok. The sample was selected based on unknown population with a confidence level of at least 95 percent. Based on a convenience sampling, the sample size was 400. A questionnaire was used as a research instrument for data collection. Data were analyzed using statistics, including frequency, standard deviation, percentage, t-test, F-test, One-way ANOVA, and multiple regression analysis by using the Enter technique. The results of this study indicated that 1) the samples with different personal characteristics, including gender, age, marital status, occupation, educational level, and income had different travel behavior with a statistical significance level of 0.05. 2) Overall marketing mix factors affecting Japanese tourist behavior during the COVID-19 era were at a high level