Article: How does heritage drive the recovery of tourism economy after COVID-19 in Thailand? A content analysis perspective Journal: International Journal of Sustainable Real Estate and Construction Economics (IJSRECE) 2022 Vol.2 No.2 pp.195 - 204 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. Inderscience Publishers - linking academia, business and industry through research

Title: How does heritage drive the recovery of tourism economy after COVID-19 in Thailand? A content analysis perspective

Authors: XiaoXiao Wang

Addresses: Rattanakosin International College of Creative Entrepreneurship (RICE), Rajamangala University of Technology Rattanakosin (RMUTR), Bangkok 10700, Thailand

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.

Keywords: Thailand tourism; cultural heritage; tourism products; tourism image; tourism services; Chinese tourists.

DOI: 10.1504/IJSRECE.2022.127639

International Journal of Sustainable Real Estate and Construction Economics, 2022 Vol.2 No.2, pp.195 - 204

Received: 23 Dec 2021
Accepted: 13 Jan 2022
Published online: 13 Dec 2022 *

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Title: How does heritage drive the recovery of tourism economy after COVID-19 in Thailand? A content analysis perspective

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