Crisis Adaptation in a Thai Community-Based Tourism Setting during the COVID-19 Pandemic: A Qualitative Phenomenological Approach

Introduction: COVID-19 has severely impacted industries and individual lives globally. Due to travel restrictions and social distancing to reduce the spread of the disease, it has seriously affected the travel and tourism industry in Thailand, especially its community-based tourism. The impact of travel bans has magnified employment and income loss to most local families and their communities, negatively impacting the development of local tourism economies. Purpose: The main objective of this study is to investigate the impacts of COVID-19 on community-based tourism as well as its adaptation solutions using a case study from a specific region in Thailand. Design/methodology/approach: Using a phenomenological approach, a series of qualitative face-to-face, semi-structured interviews were undertaken with 42 stakeholders involved in community-based tourism. Findings: The study results indicate that job relocation, temporary business closures, reducing fixed costs, and increasing different sale channels represent the most critical factors impacting CBT operational activities directly affected by the COVID-19 crisis and requiring immediate action. Other supplementary actions involve government financial support, business compensation, early vaccination, reduction of agricultural debt, and increasing agricultural product value. Social implications: These study findings offer direction for Thai governmental policy makers and CBT leaders for the establishment of actionable practices designed to respond rapidly and appropriately to local communities and entrepreneurs during crises such as the COVID-19 pandemic. Originality: The originality of this research was obtained from local stakeholders’ insights on the impacts of COVID-19 upon community-based tourism in the northeast region of Thailand, where tourism represents significant economic value in terms of salaries, wages, and employment generation.