The Identitied of Service to Promote Tourism and Hospitality Industry Image Under Coronavirus Disease 2019 (COVID-19) Pandemic

Main Article Content

Weeraya Meesawatdikul
Ketwadee Buddhabhumbhitak


This article analyzed the tourism image and service identity literatures presenting concepts related to service identity and image creation guidelines to promote tourism under Coronavirus Disease 2019 (COVID-19) pandemic circumstances. This crisis has resulted in the need to change the image of Thailand's tourism to make a difference. There is a possibility that Thailand will create a distinctive service identity and tourism image with 1. Safety and Hygiene 2. Environmental Sustainability and 3. Extraordinary Experiences. This article shows the analysis and examples to help stakeholders considering using those concepts by applying to the service and tourism industry in the same direction. It will make Thailand having service identity and image that can create trust among tourists and revitalize tourism in the future.

Article Details

How to Cite
Meesawatdikul, W. . ., & Buddhabhumbhitak, . . K. . (2022). The Identitied of Service to Promote Tourism and Hospitality Industry Image Under Coronavirus Disease 2019 (COVID-19) Pandemic . Dusit Thani College Journal, 16(3), 225–241. Retrieved from
Academic Article


Abubakar, A. M., and Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management. 5(3), 192-201.

Amazing Thailand Safety and Health Administration. (2022). The Amazing Thailand Safety and Health Administration (SHA) project. Retrieved from

Harun, A., Obong, A., Kassim, A. W. M., and Lily, J. (2018). The effects of destination image and perceived risk on revisit intention: A study in the South Eastern Coast of Sabah, Malaysia. E-review of Tourism Research. 15(6), 540-559.

Barišić, P., Prebežac, D. and Mikulić, J. (2012). ‘The image and identity of Croatia as a tourist destination: An exploratory study’. 6th International Conference An Enterprise Odyssey (pp. 1280-1290). Zagreb: The University of Zagreb.

Castells. (2004). The Power of Identity. Oxford: Blackwell Publishing Ltd.

Chew, E. Y. T., and Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism management. 40, 382-393.

Chiangchai, N. (2015). The identity using to promote tourism in Lampang Province. (Master of Business Administration). Graduate School: Silpakorn University.

Chuaikrut, C., Phusanam, A., and Dejmanee, O. (2020). Factors Affect to Tourist Behavior of Thai Teenagers after Invasion of Covid-19. NEU Academic and Research journal. 10(3), 187-201.

De Haas, M., Faber, R., and Hamersma, M. (2020). How COVID-19 and the Dutch‘intelligent lockdown’change activities, work and travel behaviour: Evidence from longitudinal data in the Netherlands. Transportation Research Interdisciplinary Perspectives. 6(2020), 100150.

Department of Health. (2020). ‘Ministry of Public Health’ and ‘Tourism Authority of Thailand’ presented 3C ‘Care Clean Clear’ to build confidence for tourists. Retrieved from

Economics Tourism and Sports Division. (2020). Tourism situation in November 2020. Bangkok: Economics Tourism and Sports Division.

Han, H., and Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism management. 46, 20-29.

Kanchanapimolkul, P. and Thampanichwong, K. (2021). Change the Covid-19 Crisis Give it an opportunity: Revitalization of natural resources and natural attractions. Retrieved from

Kotler, P., Makens, J. C., Bowen, J. T. and Baloglu, S. (2018). Marketing for hospitality and tourism. Edinburgh: Pearson Education.

Kozak, M., and Decrop, A. (Eds.). (2009). Handbook of tourist behavior: Theory and practice. New York: Routledge.

Lunkam, P. and Liangchan, R. (2021). Tourism and Hotel business after Covid-19.Retrieved from

Matichon online. (2020). Dusit Thani Hotel open for Dusit Care service. Get new normal, intense cleanliness. safe from germs. Retrieved from news-monitor/news_2197453

Pappas, N. (2021). COVID-19: Holiday intentions during a pandemic. Tourism Management.84, 104287.

Pike, S., and Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of travel research. 42(4), 333-342.

Post today. (2020). The Phu Sang National park is shut down in Covid-19 to benefit the ecosystem, recovering wildlife. Retrieved from /social/local/624223

Prachachat online. (2020). Traveling in Thailand 2020, stumbled by "COVID", missing foreign tourists-zero income. Retrieved from tourism/news-584487

Prebensen, N. K. (2007). ‘Exploring tourists’ images of a distant destination. Tourism management. 28(3), 747-756.

Ulmer, R. R., and Sellnow, T. L. (2002). Crisis management and the discourse of renewal: Understanding the potential for positive outcomes of crisis. Public Relations Review. 28(4), 361-365.

UNWTO. (2020). Covid-19 and Tourism 2020: A year in review. Retrieved from

Rastegar, R., Seyfi, S., and Rasoolimanesh, S. M. (2021). How COVID-19 case fatality rates have shaped perceptions and travel intention?. Journal of hospitality and tourism management. 47, 353-364.

Teechasriamornrat, S. (2021). Tourism will never be the same again: Talk about Thai tourism in the after COVID19 with the TAT administrator. Retrieved from https://

Xie, C., Zhang, J., Morrison, A. M., and Coca-Stefaniak, J. A. (2021). The effects of risk message frames on post-pandemic travel intentions: The moderation of empathy and perceived waiting time. Current Issues in Tourism. 24(23), 3387-3406.

Zenker, S., Von Wallpach, S., Braun, E., and Vallaster, C. (2019). How the refugee crisis impacts the decision structure of tourists: A cross-country scenario study. Tourism Management. 71, 197-212.

Coombs, W.T. (2017) Revising situational crisis communication theory: The influences of social media on crisis communication theory and practice. New York: Routledge.

Wang, Y. and Pizam, A. (2011). Destination marketing and management: Theories and applications. London: Cabi.

Jin, X., Bao, J., and Tang, C. (2022). Profiling and evaluating Chinese consumers regarding post-COVID-19 travel. Current Issues in Tourism. 25(5), 745-763.