Since the COVID-19 outbreak in December 2019, many industries have been severely impacted, and tourism is one of them. In Thailand, tourism has played an important role in the economy sector, but the pandemic has led to decreased efficiency in many tourism-related industries.

          Tourism in Chiang Mai has also been affected by the outbreak. Travel businesses rapidly declined, and tour companies, hotels, and even tourist attractions faced a great number of tour group cancellations and refunds.

          Nowadays, in Chiang Mai, many tourists have turned back making the economy better than in the past years. However, the current COVID-19 situation is still predicted to have a long-term impact on the hospitality sector. Therefore, entrepreneurs must be adapted to any changes caused by the new coronavirus variant pandemic in the future.

          In addition, when compared to the tourists’ hotel selection behaviors during the time before COVID-19, their hotel selection behaviors now are different due to the consideration of their own health safety.

          Thus, this study aimed to examine how the tourists selected hotels in Chiang Mai during the present COVID-19 situation. The main focus group of this study was tourists who traveled and stayed at hotels located in Chiang Mai. The study was expected to gain the results that would be useful for the entrepreneurs or general public who might be interested in or were in the field of hotel industry.