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Travel and tourism: the world's largest industry
This research “Indicators of Tourism City Reputation in Thailand” aims to explore the criteria of tourism city reputation’s indicators through perception of each stakeholder group in Thailand. This also includes an exploratory study of corporate reputation’s indicators to create the new indicators to specifically measure city reputation in tourism. The research methodology is consisted of both qualitative and quantitative approaches. Qualitatively, each group of stakeholders have been interviewed such as residents, visitors, private sectors, public sectors, and investors. This was conducted in a total of 18 interviewees in three different types of tourism destination including Bangkok as recreational and entertainment tourism city, Kanchanaburi province as natural tourism city, and Ayudhya province as historical and cultural tourism city. Quantitatively, primary data were collected by survey questionnaire from 979 respondents and was statistically analysed by Exploratory Factor Analysis to categorize factors and variables for measuring tourism city reputation. Lastly, content validation by considering through 5 expertise in academic and practitioners with IOC tool.
Results of this exploratory research with Cronbach’s alpha (α) exceeding .973 revealed that the indicators for tourism city reputation in Thailand were consisted of 93 variable items and can be categorized into 9 factors namely emotional appeals, tourism governance, infrastructure, society, way of life, localness, products and services, communications, and policy.
While tourists are free to avoid destinations associated with risk, the consequences of disastrous events on tourist destinations are inescapable and can be profound. Terrorism that targets tourism can be viewed as a disaster for a destination and ensuing events can create a serious tourism crisis. This article argues that tourist destinations—especially those vulnerable to politically motivated violence—should incorporate crisis management planning into their overall sustainable development and marketing/management strategies to protect and rebuild their image of safety/attractiveness, to reassure potential visitors of the safety of the area, to reestablish the area’s functionality/attractiveness, and to aid local travel and tourism industry members in their economic recovery. Recommendations include having a crisis management plan in place, establishing a tourism crisis management task force, developing a crisis management guidebook, and partnering with law enforcement officials.
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