Service Innovation Guidelines of Tourism Exhibition Organizers in the Next Normal

Main Article Content

Isika Pudnimitsunti
Natnaree Smith


This study employed qualitative research methodology which aimed (1) to study the situation of organizing tourism exhibitions in Thailand, (2) to analysis SWOT of tourism exhibitions in Thailand, and (3) to study service innovation guidelines of tourism exhibitions organizers in Thailand in the next normal. The key informants are 8 organizations including government agencies, private agencies, and entrepreneurs involved in tourism exhibitions. Data were collected by using semi-structured interviews. The data were analyzed by content analysis and descriptive analysis.

The results of the study showed that (1) the situation of organizing tourism exhibitions in Thailand before the outbreak of the Coronavirus Disease 2019 (COVID-19) in 2020 was growing continuously in both domestic and international tourism. After the pandemic, the event was contrary to social distancing measures, so entrepreneurs lost income and all business sectors involved were disrupted. (2) The SWOT analysis of tourism exhibitions in Thailand found that the strengths were able to meet the objectives in terms of business negotiations in Business-to-Business (B2B) and Business-to-Customer (B2C) providing
face-to-face experiences and business expansion. The weakness is that there were more operators involved in the tourism industry causing a price cut and still lacking in creating a unique selling point. The opportunity was to promote domestic tourism to be more
well-known and become the center of tourism exhibitions in the region. Finally, the threat was the over-reliance on the tourism industry which caused the exhibition industry to be disrupted when the pandemic situation of the Coronavirus Disease 2019 (COVID-19) emerged. Furthermore, (3) service innovation guidelines of Thailand tourism for exhibition organizers in the next normal it was undeniable that technology should be utilized in term of Hybrid Exhibition and Virtual Exhibition as a significant guideline for travel exhibitions to be more efficient.


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How to Cite
Pudnimitsunti, I., & Smith, N. (2022). Service Innovation Guidelines of Tourism Exhibition Organizers in the Next Normal . Dusit Thani College Journal, 16(2), 99–113. Retrieved from
Research Article


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