Abstract
Thailand's tourism industry has suffered significant crises during the last five years including Bird Flu epidemic starting June 2002, SARS outbreak in February 2003, frequent violent unrests in Southern Thailand since January 2004, and Tsunami disaster in December 2004. These crises have required several prompt emergency responses and swift policy decisions by the Thai Government. Some of these crises management decisions have been more effective than others which leads to a conclusion that standard crises responses may not always work. What is needed is a better understanding of the triggering events and trends leading to crises, the extent and depth of crises pre-planning, management, reporting, communication, knowledge sharing and organizational learning. Based on the Thai crises experience this study proposes a crises management model with four scenarios according to the degree of uncertainty in the operating environment and the degree of complexity in the operating mission. The study concludes by offering advice for future crises and disaster management including the looming threat of the global Bird Flu pandemic.
Published Version
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