Economic Adjustment in Tourism under the Coronavirus Disease 2019 Crisis in Thailand

Abstract

This study aimed at studying the economic adjustment in tourism under the Coronavirus Disease 2019 Crisis (Covid-19) in Thailand. It was qualitative research, using secondary document and analyzing the contents in order to reach conclusions. It was found from the study that the adjustment in tourism of Thailand amid this pandemic consists of 5 aspects as follows: 1) the adjustment for increasing tourism potential in the community: enhancing community tourism standard in order to boost trust in tourists, developing and increasing competitive capability to the community; 2) the adjustment for recovering the economy in tourism, promoting the exchange of up-to-date, reliable information, seeking for cooperation with strategic partners and stakeholders in terms of supporting measures and in alleviating the problems occurred in the tourism sector in order to handle the challenges in this situation; 3) the adjustment of tourism business: the 9Ps principle is applied in order to increase the competitive capability for the tourism industry of Thailand; 4) the adjustment of modern tourism behaviors by using the following concepts including globalization, tourism by groups, digital life, safety of travelling, low-cost airline, policy on politics and society of the elderly; and 5) the adjustment in handing the crisis and communicating about the crisis, affecting the tourism business that needs adjustment: developing the communication channel related to the risk, disease control, and disseminating knowledge to the people so that they could feel safe when touring.