The Success Of Measures To Stimulate The Economy Oftourism Destinationsduring Covid-19 Pandemeic: Case Study Of The Phuket Province, Thailand

Abstract

The objective of this research is to study the measures and their successes in stimulating the economy of the Phuket travel industry during the COVID-19 pandemic. This research is a qualitative research with a total sample population size of 102 people comprising of high-ranking policy makers, business owners, tourism and hospitality workers, and local residents. Research methodologies used were document review, in-depth interviews, participant observation, and non-participant observation. It was found that 1) the measure to stimulate the economy was an integration of those from the government, provincial government, local administration, business owners, social organizations, as well as the participation from local residence to develop attractive campaigns to draw higher tourist traffic volume and greater consumption of local goods and services. Some examples of these campaigns include activities such as "Visit world class destination but spend less with Thai pricing”, “Cheap Sea Food” festivals on major beaches, and the online initiative to drive ratings for hotel, restaurants, and services. 2) It was found that the success of the measures to stimulate the tourism destination economy was at good level. They responded well to the domestic tourism industry by drawing higher numbers of Thai tourists, and drove more spending on goods and services. The measures gave local residents more income and spending power for goods and services necessary to sustain daily living. As such, Phuket’s circular economy was stimulated by which it produced more income for most sectors of residents covering many professions. The respondents indicated that these measures have prolonged the breath of life for Phuket’s residents so they could continue to drive the economy of this tourism destination with great hope