THE NEW NORMAL LIFESTYLE TECHNOLOGY DEVELOPMENT FOR TOURISM ENTREPRENEURS OF SAMUT SONGKHRAM PROVINCE TO RESOLVE THE COVID19 CRISIS IN THE SHORT AND LONG TERM IN THAILAND

Abstract

The purposes of this research were: 1. to study the influence of community, government, and educational institutions’ support towards the reskilling and upskilling of personnel and the new normal lifestyle technology development of tourism entrepreneurs in Samut Songkhram Province and 2. to study the influence of the new normal lifestyle technology development on the potential of tourism entrepreneurs in Samut Songkhram Province in resolving the COVID-19 crisis in the short and long term.The research instruments, interview forms and questionnaires, were used to collect data which were then analyzed using the Structural Equation Modeling (SEM) to find the cause-and-effect relationships found in the new normal lifestyle technology development of the tourism entrepreneurs in Samut Songkhram Province. The results found that factors such as support from the community, government agencies, and educational institutions had a 0.83 positive direct influence on the new normal lifestyle technology development of tourism entrepreneurs in Samut Songkhram Province at the statistical significance at 0.01 level. The support from the community, government agencies, and educational institutions was also found to have a 0.97 positive direct influence on the reskilling and upskilling of personnel of the tourism entrepreneurs in Samut Songkhram Province. The new normal lifestyle technology development was found having a 0.28 positive direct influence on the potential of tourism entrepreneurs in Samut Songkhram province in resolving the COVID-19 crisis at a statistically significant level of 0.01.