Domestic Tourism Promotion Model for the Elderly Tourists after COVID-19 Situation

Abstract

The objectives of this research were to: 1) study factors that support and promote domestic tourism among elderly tourists after the COVID-19 situation and 2) develop a model for promoting domestic tourism among elderly tourists after the COVID-19 situation. The research has been designed as a mixed method study of quantitative and qualitative research. The population and sample group included tourism stakeholders in the government sector and business sector, qualified academic experts, and elderly tourists in Phuket Province. The sample size of the tourists was determined based on Taro Yamane's calculation of 100 participants derived by random sampling and quota sampling. The research tools included questionnaires, structured interviews, satisfaction assessment form, and questions in group discussions. The data analysis was conducted through content analysis and statistical calculations with a ready-made program of mean and standard deviation.

The results of the research showed that: 1) factors supporting and promoting domestic tourism among elderly tourists after the COVID-19 situation consisted of a tourism recovery strategy, marketing perspective factors in the marketing mix, and promoting domestic tourism in various forms. 2) The model for promoting domestic tourism for elderly tourists after the COVID-19 situation consisted of tourism recovery strategies for elderly tourists (5R), perspectives on 4C's Market, 7P's marketing mix factors, and promoting domestic tourism in various forms (10Go).