Post-pandemic crisis communication strategy for the domestic market of Thai urban beach city
Issued Date
2022-01-01
Resource Type
ISSN
10941665
eISSN
17416507
Scopus ID
2-s2.0-85148509823
Journal Title
Asia Pacific Journal of Tourism Research
Volume
27
Issue
10
Start Page
1095
End Page
1126
Rights Holder(s)
SCOPUS
Bibliographic Citation
Asia Pacific Journal of Tourism Research Vol.27 No.10 (2022) , 1095-1126
Suggested Citation
Talawanich S., Pongwat A. Post-pandemic crisis communication strategy for the domestic market of Thai urban beach city. Asia Pacific Journal of Tourism Research Vol.27 No.10 (2022) , 1095-1126. 1126. doi:10.1080/10941665.2022.2153070 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/83982
Title
Post-pandemic crisis communication strategy for the domestic market of Thai urban beach city
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
This research aims to identify the typology of domestic tourists visiting Phuket, Thailand, and examine how each tourist type perceives crisis communication strategies in the context of domestic tourism amidst the COVID-19 pandemic. The online questionnaires were administered and analyzed using the two-step cluster analysis, paired samples t-test analysis, and one-sample t-test analysis. The findings, revealing domestic tourist clusters according to their preferred activities and effective crisis communication strategies appropriate for each cluster, can be recommended to relevant field practitioners and academically used for future research.