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Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand

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  • Pimlapas Pongsakornrungsilp

    (Center of Excellence for Tourism Business Management and Creative Economy, Department of Tourism and Professional Chef, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Siwarit Pongsakornrungsilp

    (Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Akawut Jansom

    (Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Sydney Chinchanachokchai

    (Department of Marketing, College of Business, The University of Akron, Akron, OH 44325, USA)

Abstract

Despite negative consequences from the COVID-19 pandemic, there are certain positive effects from this crisis including the restoration of natural resources. Using the institutional theory framework, this paper aims to explore how sustainable tourism management can be applied to manage recovered natural resources after the COVID-19 crisis. Qualitative research in the form of in-depth interviews, focus group interviews, and observations was conducted to demonstrate how Krabi tourism stakeholders could collaborate among themselves in order to sustain recovered natural resources after the COVID-19 pandemic. Informants of the study are Krabi tourism stakeholders; i.e., tourism business owners and managers, members of tourism associations, government officers, CBT members, that are recruited by purposive sampling method. This research has shed light on how tourism stakeholders can co-create tourism policies to respond to sustainability issues using the institutional process. In order to develop a successful sustainable tourism management plan, we propose that the plan should consist of three aspects—environmental, social, and economic. The findings from this research offer benefits to tourism stakeholders around the world for reshaping sustainable tourism management in order to take care of magnificent tourism resources after the COVID-19 outbreak.

Suggested Citation

  • Pimlapas Pongsakornrungsilp & Siwarit Pongsakornrungsilp & Akawut Jansom & Sydney Chinchanachokchai, 2022. "Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11375-:d:911765
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    References listed on IDEAS

    as
    1. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Vikas Kumar & Bhuritt Maswongssa, 2021. "The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    2. Chung-Yim Yiu & Ka-Shing Cheung, 2021. "Urban Zoning for Sustainable Tourism: A Continuum of Accommodation to Enhance City Resilience," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    3. Richard Stoffle & Octavius Seowtewa & Cameron Kays & Kathleen Van Vlack, 2020. "Sustainable Heritage Tourism: Native American Preservation Recommendations at Arches, Canyonlands, and Hovenweep National Parks," Sustainability, MDPI, vol. 12(23), pages 1-34, November.
    4. Carlos J. Pardo Abad, 2020. "Valuation of Industrial Heritage in Terms of Sustainability: Some Cases of Tourist Reference in Spain," Sustainability, MDPI, vol. 12(21), pages 1-23, November.
    5. Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, vol. 12(21), pages 1-17, November.
    6. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    7. Sharma, Abhinav & Nicolau, Juan Luis, 2020. "An open market valuation of the effects of COVID-19 on the travel and tourism industry," Annals of Tourism Research, Elsevier, vol. 83(C).
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    1. Windi Dwi Nanda & Ida Widianingsih & Ahmad Zaini Miftah, 2023. "The Linkage of Digital Transformation and Tourism Development Policies in Indonesia from 1879–2022: Trends and Implications for the Future," Sustainability, MDPI, vol. 15(13), pages 1-24, June.
    2. Mehmet Yildiz & Nicola Pless & Semih Ceyhan & Rob Hallak, 2023. "Responsible Leadership and Innovation during COVID-19: Evidence from the Australian Tourism and Hospitality Sector," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    3. Woraphon Yamaka & Paravee Maneejuk & Rungrapee Phadkantha & Wiranya Puntoon & Payap Tarkhamtham & Tatcha Sudtasan, 2023. "Survival and Duration Analysis of MSMEs in Chiang Mai, Thailand: Evidence from the Post-COVID-19 Recovery," Mathematics, MDPI, vol. 11(4), pages 1-21, February.

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