ABSTRACT
Purpose: This research intended to investigate the motivation and behavior of free independent travelers (FITs) who traveled to Southern Thailand in the Covid-19 pandemic. Theoretical framework: Studies on tourist motivation and behavior would provide more insightful implications and Covid-19 safeguards for tourism businesses especially in Southern Thailand – a dominant destination for domestic tourism demand. Design/methodology/approach: Data was collected from 400 domestic FITs using a questionnaire survey, processed in SPSS software, and analyzed with descriptive statistics, Chi-square, and One-way ANOVA. Findings: The highest level of overall pull and push motivations of domestic FITs while traveling to Southern Thailand. The highest level of pull motivation identified in this study was a promotional scheme, called "WE TRAVEL TOGETHER” the government-subsidized 40% of accommodation expenses to increase tourism demand. Research, Practical & Social implications: Comparative responses to SHA Plus standard between domestic and international tourists using both qualitative and quantitative data from all stakeholders involved would provide a variety of insightful and beneficial perspectives on NNT in the Covid-19 pandemic. Originality/value: CCSA should pay more attention on this particular behavior of tourists which might easily spread the disease to others. Everyone should be more aware of this risk and show their greater responsible practice in society. © 2022 AOS-Estratagia and Inovacao. All rights reserved.