From tsunami through terror attacks to Covid-19: crisis communication strategies and recovery campaigns to combat Thailand’s tourism crises

Viriya Taecharungroj, Eli Avraham

Research output: Contribution to journalArticlepeer-review

Abstract

Countries dealing with tourism crises use a variety of crisis communication strategies, as found in various studies. Thailand is one of the strongest global tourism brands and tourism remains its dominant industry. In recent decades, it has suffered several crises: natural disasters, terrorist attacks, a pandemic, and internal political tensions. This study analyzes which crisis communication strategies Thai officials adopted to restore Thailand’s positive image during tourism crises; in addition, we analyzed how these strategies stem from the country’s ideations and cultural values, a subject that was scarcely addressed in previous crisis communication theory.

Original languageAmerican English
Pages (from-to)41-64
Number of pages24
JournalAsian Journal of Communication
Volume32
Issue number1
DOIs
StatePublished - 2022

Keywords

  • Crisis communications
  • Thailand tourism
  • cultural values
  • place branding
  • tourism crisis

All Science Journal Classification (ASJC) codes

  • Education
  • Communication

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