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The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management

Author

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  • Siwarit Pongsakornrungsilp

    (Department of Business Administration, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Pimlapas Pongsakornrungsilp

    (Department of Tourism and Hospitality Industry, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Vikas Kumar

    (Bristol Business School, University of the West of England, Bristol BS16 1QY, UK)

  • Bhuritt Maswongssa

    (Patong Resort, Phuket 83150, Thailand)

Abstract

The purpose of this study is to employ the existing theory on crisis management and corporate branding in a service context to explore how tourism businesses in Thailand can recover from the crisis caused by the impact of COVID-19. To manage the impact of COVID-19, the concepts of crisis management from different scholars are integrated, and crisis management is divided into three phases: the Pre-Crisis, Crisis, and Post-Crisis phases. This exploratory research employs stakeholder interviews to discover the impacts of COVID-19 on tourism businesses and attempts to develop guidelines for recovering tourism businesses within the service context. Our findings indicate that a strong brand and its proper management can help firms to survive during the crisis period. Moreover, our findings highlight the importance of communication for engaging with all staff during the recovery period. This paper sheds light on how a brand is employed as a proactive strategy to mitigate the impacts of the crisis. Most brands have been affected by the COVID-19 pandemic, and only strong brands are able to survive. Our study also adds to the limited empirical evidence on tourism business recovery during COVID-19 in the context of a developing country. From practitioners’ perspectives, trust, solid relationships, and honest communication with their business partners play an important role in survival after the crisis. Additionally, in this paper, corporate branding is conceived as a strategic tool that affects how staff and stakeholders can collaborate and unite in response to the crisis.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6690-:d:573904
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    References listed on IDEAS

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    Cited by:

    1. Juliana Pires Pinto & Cláudia Miranda Veloso & Bruno Barbosa Sousa & Marco Valeri & Cicero Eduardo Walter & Eunice Lopes, 2022. "Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    2. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Kerr Lorenzo Picazo & Kim Aaron Salvador & Bobby Ardiansyah Miraja & Yoshiki B. Kurata & Thanatorn Chuenyindee & Reny Nadlifatin & Anak Agung Ngurah Perwira , 2021. "Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    3. 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.
    4. 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.
    5. Yumei Luo & Yuwei Li & Guiping Wang & Qiongwei Ye, 2021. "Agent-Based Modeling and Simulation of Tourism Market Recovery Strategy after COVID-19 in Yunnan, China," Sustainability, MDPI, vol. 13(21), pages 1-24, October.

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