Crisis communication plan : a case of the negative events in Thailand and effects on tourism businesses.
12
Issued Date
2007
Resource Type
Language
eng
Rights
Mahidol University
Suggested Citation
Kaewta Muangasame, Naphawan Chantradoan (2007). Crisis communication plan : a case of the negative events in Thailand and effects on tourism businesses.. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/35010
Title
Crisis communication plan : a case of the negative events in Thailand and effects on tourism businesses.
Author(s)
Other Contributor(s)
Abstract
Crisis management strategy has recently become a very critical business concern, particularly
when the organizations need to cope with impulsive circumstances such as the natural
disasters, the unstable economy, and the acts of terrorism, etc. It is clearly essential to apply
the preparedness strategy which leads to effective solutions for the problems arose. This
article is centred on how Crisis Communication upon negative events could harmonize the
related organisation and generate the impacts to the tourism businesses in case of negative
events in Thailand. The tourist purchasing decision was investigated and analysed to see how
much media influences the behaviour of the customers in their decision making.
This paper has covered the tourist decision making behavior and its implication. Tourism is a
demand-driven industry, and the crises and disasters determine strong fluctuations in the
tourism demand. However when digging further into its root, demand was not only affected
by the external determinants, the internal determinants also play a very important role. It was
found that the number of tourists visiting Phuket after the Tsunami crisis has increased
enormously, and this was because the personal determinants of the tourists. Numbers of the
tourists who visit Phuket after the Tsunami said that they wanted to come back because they
feel related, and connected to the destinations, hotels, and local people. They would like to
help and maintain good relationship with people who helped them.
The focus of this research is upon the problems of communication planning and the
implementation of the plan before, during, and after a crisis. It was found that large hotels and
international chain hotels are well prepared with the Crisis Communication. It was integrated
into the firm’s marketing strategies using the basic instruments namely product (destination)
policy, price policy and distribution policy. The thorough crisis communication plan is more
systematic and very well functioned proven by the previous Tsunami Crisis in Phuket in the year
2004. The immediate internal and external crisis communication policies and plans are based on
security management and risk management theories. The flow of information within the firm is
a significant factor towards the successful of immediate crisis communication management. It
could summarise that a good preparation such as training with any cries need to be developed
and measured frequently.
Description
The 3rd International Malaysia-Thailand Conference on Southeast Asian Studies, Mahidol University International College, Thailand. November 29 - December 1, 2007