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