STUDY FACTORS THAT TRIGGER A LACK OF TRUST IN HOTEL IN BANGKOK: RECOMMEND ACTION THAT CONTRIBUTE TO LONG TERM TRUSTING RELATIONSHIP BY THE DOMESTIC GUEST

Abstract

Thailand is hit hard by the impact of the on the COVID 19 situation, to cope with the international boycotts of flights and the lots in revenue from international tourists, the government has shift it attention to domestic tourists. However, the domestic tourism industry is not well prepared for the pandemic situation, lots of people don’t travel as locals fear to be sick and get the disease. So, this study contributes to adding knowledge and understanding of how hotels can best satisfy and meet the needs of domestic tourists in this new COVID 19 pandemic area. The Qualitative research method is used for the collection of data and in-depth and semi-structured interviews were conducted with domestic tourists in Bangkok from November 10, 2020, to November 12, 2020, the interview was focus on domestic tourist personal experiences, opinion and preferences towards different issues related to the pandemic situation and new expectation towards hotel services. Constant Comparison Method is used for analyzing the data collected with ten domestic tourists at Khao San road, Thailand. Results reveal that the domestic tourists visiting Bangkok specific demands travel experience during covers-19 starting which leads to personalize demand to manage by the hotel in order to fulfill the need and provide fruitful experience including indoor activates and recreation events