Community-Based Tourism Management during the Coronavirus Pandemic along the Andaman Coast of Thailand

Abstract

The spread of the coronavirus pandemic from the end of 2019 until the present has drastically changed the trends in the tourism service industry around the world, also in community-based tourism in Thailand. This qualitative research article aimed to explain community-based tourism management during the coronavirus pandemic and includes multiple case studies in five communities of five provinces (Phangnga, Phuket, Krabi, Trang, and Satun provinces) along the Andaman coast of Thailand, which creates an understanding of the characteristics of community-based tourism management for application in specific situations. The data were collected from January to March 2022 via online in-depth interviews and online focus group discussions, with ten key informants and community-based tourism entrepreneurs (two representatives from each). Then, the data were verified using triangulation and analyzed by using content analysis. The results revealed that the community-based tourism management in the Andaman coastal area of Thailand was based on the communities’ cultural and natural resources. The tourism operation during the coronavirus 2019 pandemic was focused on building confidence and safety for tourists, namely: 1) characteristics of vaccinated tourists entering the communities and preferred quality tourists; 2) communities’ readiness for receiving tourists — service staff was regularly checked for coronavirus, renovations were done, and tourism activities were designed to be appropriate in a pandemic situation; 3) public relations and communication of the communities’ good image were pursued; 4) community development sought to achieve the standard of the Thailand Safety and Health Administration; 5) a surveillance system was established to monitor community situations. However, recommendations based on this research are that the government should support community-based tourism operations through tax measures, financial projects allocated to the communities, and technology to promote tourism on various platforms. Results from this research can be applied to community-based tourism entrepreneurs, especially in other areas of Thailand.