The Opportunity to Develop East Coast Tourism towards High-Value Tourism According to Happy Model

Main Article Content

Ammarawadee Chaiyo
Tosaporn Sukha


East coast tourism continues to be affected by the economic recovery from the Covid-19 pandemic situation. Therefore, it is a new type of challenge for rehabilitating the tourism industry that focusing on adding value and differentiated tourism experience. This article aims to provide impact of the Covid-19 crisis in Thailand’s tourism industry, high-value tourism, happy model, and the opportunity to develop east coast tourism towards high-value tourism to be a mechanism for the development of tourism products and services in the area and upgrade to high-quality products and services. By using related concepts and theories as a framework for determining management guidelines. This would be a policy and spatial benefit for promoting and developing in the east coast provinces towards high-value tourism and sustainable in terms of happy model.

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How to Cite
Chaiyo, A., & Sukha, T. (2022). The Opportunity to Develop East Coast Tourism towards High-Value Tourism According to Happy Model. Dusit Thani College Journal, 16(2), 220–236. Retrieved from
Academic Article


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