Myat Su Yin John Walsh

Document Outline

• Background
• Impact of the Political Unrest on Thailand’s Tourism
• Research Questions
• Research Methods
• Defining Tourism Destinations in Crisis
• Political Risks and Tourism Promotion
• Marketing Communication Strategies Employed by Thailand in Past Crises
• Crisis Communication and Crisis Response
• Findings
• TAT’s Crisis Communication Strategies
• Pre-Crisis Stage
• Crisis Stage
• Post-Crisis Stage
• Marketing Management of a Destination Crisis
• Identify the Event/Problem as Either a Crisis or a Hazard
• Establish a Crisis Management Team and Destination Response Coordination with the Local Tourism Industry
• Promoting the Destination During and After the Crisis
  • Isolation marketing
  • Segmenting the Market into Stalwarts, Waverers and Disaffected
  • Incentives to Restore the Market
  • Maintaining an Effective Website
• Monitor Recovery and Analyze the Crisis Response
• Renewal Opportunity after Crisis
• Discourse of Renewal for Thailand Tourism
• Typology of Strategies
• Taxonomy of TAT’s Strategies in Mintzberg’s Model
  • Intended strategies
  • Realized strategies
  • Emergent strategies
  • Deliberate strategies