The spread of the COVID-19 pandemic has had a significant negative impact on many tourist destinations around the world, including Thailand. A shift in typical vacation behavior has emerged as a major issue in the global tourism industry as a result of travel restriction and social distancing issues. In the new normal scenario of COVID-19 pandemic, creative tourism, which focuses on participating in onsite activities and interacting with people, is facing challenges. It is important to pay attention to what tourists consider when making decisions about future travel plans, especially in creative tourism. This chapter focuses on tourist motivation, travel decisions, and travel practices for service providers, all of which are discussed in terms of how Thailand's creative tourism potential can be revitalized. Furthermore, an integrated model of creative tourism is proposed in predicting future travel behavior related to health risk concerns. Several potential implications and concerns for managerial decision-making in service and marketing contexts are discussed.