Post-pandemic crisis communication strategy for the domestic market of Thai urban beach city

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.