Myat Su Yin John Walsh

 
Promoting the Destination During and After the Crisis 
The 2008 airport closures and the 2009 Songkran riots were short-term 
crises which occurred within a more prolonged crisis. Beirman (2003) explains that 
during a short-term crisis, it is appropriate to suspend destination advertising briefly 
and to focus only on crisis response strategies. The TAT too adopted this approach by 
placing emphasis on crisis responses during the crisis period. As soon as the crises 
were over, they placed the focus on the recovery strategies. Based on the time line of 
events, the Thai political crisis was of indeterminate duration and the TAT employed 
several marketing methodologies. They included the following: