THE ROLE OF LOCAL GOVERNMENT ORGANIZATION IN TOURISM MANAGEMENT UNDER THE COVID-19 SITUATION: A CASE STUDY OF KOH LIBONG SUBDISTRICT ADMINISTRATIVE ORGANIZATION OFFICE, TRANG PROVINCE

Abstract

This research aimed to investigate the role of tourism management during the COVID-19 of Koh Libong Subdistrict Administrative Organization, Trang Province. It was developed as a qualitative study. The key informants were selected based on the purposive sampling method. They consisted of four main groups, 1) 5 officials of Koh Libong Subdistrict Administrative Organization, 2) 30 members of Koh Libong participating in the planning and implementation of COVID-19 measures, 3) 15 tourism operators, and 4) 10 tourists. Upon performing thematic analysis, data classification, and discussion of the result of the data retrieved from the in-depth interview, the research indicates the significant role of Koh Libong Subdistrict Administrative Organization in different areas: 1) coordinating in tourism management within the area amidst the COVID-19 pandemic by conducting a systematic operation and converting it into action while bringing every party to partake in the management, 2) preparing to respond to the COVID-19 to support tourism in the area by equipping protective equipment and preparing public health workers with knowledge and understanding on the prevention of COVID-19, and 3) communicating, publicizing, and building understanding about the Covid-19 prevention measures through multiple channels. With regards to suggestions, the research proposes that corporate executives should make a close visit to the area in order to motivate and encourage the workers. They should also prepare work orders to improve income and reduce expenses for people as well as the operators. Consequently, urgent policies should be put in place to accommodate their needs to strive for concrete outcomes while promoting activities to attract tourists.