Marketing Strategies in the New Normal for Tourism Business in Buriram Province

Abstract

     From the situation of Covid-19 virus pandemic that has spread widely in the beginning of 2020, which has affected the economy and the way of living of people around the world, both in Thailand and abroad. Businesses involved in the movement of people are considered to be severely affected, especially tourism and hospitality businesses. This cause liquidity problems from being affected by lack of income. Because the government has the highest measures to control the epidemic such as lockdown the area to prevent the movement of people between provinces, regions, as well as between countries.  In addition, social distancing, shut down places where there may be congestion has resulted in behavioral changes in the short term to "Living in a new normal”. Buriram province is considered to be another province that has been severely affected. It is well known that the province has upgraded tourism in the period before the epidemic of the virus. with world-class tourism and sporting activities. When an epidemic occurs, various activities was canceled and had to postpone. As a result, the province's economy stagnates due to the number of missing tourists. This article aims to explain the process of planning a tourism business by using the service marketing mix as a business guide to create satisfaction and create a good experience for tourists. This will help stimulate the economy of Buriram province to grow and be able to compete sustainably.

Article history: Received 3 November 2022    
                           Revised 30 November 2022
                           Accepted 1 December 2022   
                           SIMILARITY INDEX = 6.75 %