Creating a sustainable tourism model of Oceanfront Beach Resort, Phuket Thailand, during the COVID-19 pandemic

Abstract

This study aims to explore the strategies adopted for the tourism and hospitality business during the Covid-19 pandemic and analyze the strategies for sustainable tourism and hospitality approaches that could be adopted at the Oceanfront Beach Resort, Phuket, in Thailand, during the post-Covid-19 period. Qualitative methodology was used to collect detailed information from 20 respondents from various departments in hotels and tourism industry. The findings illustrate the strategies adopted for the tourism and hospitality business during the Covid-19 pandemic and post-pandemic at the Oceanfront Beach Resort Phuket in Thailand are (1) Competitive strategies, (2) Human resource capacity strategies, (3) Sustainable transport strategies, (4) Enhancement of technological strategies and (5) Government supporting strategies. Moreover, all strategies are similar for implementation both during the Covid-19 pandemic and post-pandemic. The findings of this study could assist in creating a sustainable tourism model for Oceanfront Beach Resort, Phuket, Thailand, better preparation for the future pandemic situation of the hospitality sector in Thailand and could be used by policymakers while organizing sector-based support programs in support of a sustainable tourism model.