THE POTENTIAL OF ADAPTABILITY IN COMMUNITY TOURISM DEVELOPMENT TO THE NEW NORMAL DURING THE CORONAVIRUS DISEASE 2019 PANDEMIC: A CASE STUDY OF MUEANG CHAN COMMUNITY, MUEANG CHAN DISTRICT, SISAKET PROVINCE

Abstract

  This present study aims to 1) study the tourism potential of Mueang Chan Community, Sisaket Province, 2) explore the impacts of the COVID-19 pandemic on tourism and the community’s adaptation needs, and                   3) investigate strategies for the development of community tourism in the new normal. The study was conducted between April and August 2021. Verbal brainstorming sessions were carried out with 27 key informants: 5 community leaders, 2 religious leaders, 2 local government representatives, and 18 villagers. The findings revealed that the tourism potential can be identified and promoted through ethnic tourism. As to the impacts of the crisis, it drove the tourism businesses in the community into recession during April - August 2021; thus, the local people made the adjustment for the survival of businesses by producing and selling identity-based products. Regarding the tourism development responding to the situation, the Amazing Thailand Safety & Health Administration (SHA) scheme should be readily used as a key strategy. In doing so, the safety protocols are undertaken in 3 aspects, i.e., tourism entrepreneurs, service persons, and customers, covering 3 steps of travel activities. Firstly, on arrival, check-in before entering and temperature check as a preventive measure are performed in collaboration with the Village Health Volunteers (VHV). Secondly, it’s important to put hygiene policies and practices in place to help keep both staffs and customers safe while providing and receiving services, e.g., maintaining physical distancing.