Journal of Humanities and Social Sciences Mahasarakham University (Feb 2024)
Strategies to Enhance Willingness to Pay Travel Insurance for Coronavirus Disease 2019 (COVID-19) Illness Coverage in the Greater Mekong Subregion
Abstract
The purpose of this research was to develop strategies to enhance insurance willingness to pay for coverage of coronavirus disease 2019 in the Greater Mekong Sub-Region.The research sample included 16 executives or insurance company officials, tourism operators and scholars, as well as 400 Thai tourists. The research methods were semi structured interview, Modified Priority Needs Index (PNImodifed) Analysis, and TOWS Matrix Analysis.The results showed that the political external factorand the product internal factorwere ranked in the highest needs index. Strategies for enhancing willingness to pay for travel insurance can be divided into 3 main strategies. - (1) approach for creating travel insurance solutions based on global dynamics (2) tactics for increasing the potential of marketing channels, and (3) modern sales channels, as well as tactics for gaining tourist confidence and trust
