Abstract
This paper discusses the effects of the COVID-19 pandemic situation on the tourism industry, especially on the tourism business in Phuket. This preliminary study explores immediate responses that occurred during the first stage of the outbreak. The concept of customer relationship management (CRM) is applied in this study. It was found that, despite the challenging time, the tourism business, especially hotels, performed some CRM activities allowing them to continue to build and maintain relationships with their customers. The concepts of extension, retention, and socially responsible action are suggested. It is recommended that travel organizations practice CRM, especially during this crisis.
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