How does heritage drive the recovery of tourism economy after COVID-19 in Thailand? A content analysis perspective
by XiaoXiao Wang
International Journal of Sustainable Real Estate and Construction Economics (IJSRECE), Vol. 2, No. 2, 2022

Abstract: Chinese tourists take up a great proportion and essential share of Thailand's tourism market. COVID-19 made Thailand's tourism market face a major crisis. The loss of passenger flow caused by COVID-19 puts Thailand's tourism market under significant pressure. Thailand has five World Heritage Sites listed by UNESCO, and three of them are cultural heritage sites. Owing to the lack of government protection and policy support for cultural relics, Thailand's cultural heritage has been put in a severe situation. There is little research about how Thailand should optimise its tourism resources, utilise unique resources such as important cultural heritage, create more attractive tourism products, and continue to attract Chinese tourists in the post-epidemic era, and expand the source of passenger flow. This study uses the content analysis method to extract three main aspects affecting tourism attraction from the literature. Based on the three dimensions of tourism image, tourism products, and tourism services, this paper puts forward some suggestions for the Thai tourism market to continue to attract Chinese tourists to drive economic recovery after COVID-19, and gives suggestions to the government, tourism industry, consumers, and higher education institutions related to tourism in Thailand and provide operational methods.

Online publication date: Tue, 13-Dec-2022

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