Lessons from COVID-19 for the future: destination image revival for crisis management

บทคัดย่อ

This study examines the impact of the destination image revival through the
Sandbox Program for crisis management of Phuket’s image as a tourist destination
in light of the significant impact of the COVID -19 pandemic on global tourism.
A data analysis was conducted based on responses from 296 Chinese visitors
obtained via online questionnaires. The analysis included exploratory factor
analysis, confirmatory factor analysis, and paired-sample T-tests. The findings of
the study indicate that there were significant changes in individuals’ perceptions
on many criteria, including accessibility, cost/price, personal safety, food and
entertainment, and risk of infection, both before and during implementation of
the program. In contrast, ratings of natural attractions, climate, hospitality, and
crowding decreased. In addition to its empirical contribution, this study expands
our understanding of destination image management in the dynamic tourism
scene by drawing lessons learned from the COVID-19 pandemic. The study has
implications for government agencies, destination management organizations,
and stakeholders in the tourism and hospitality sector. It provides valuable
information for these entities in terms of preparation and response strategies for
future disruptions that may impact global travel.