Perspective of taxi drivers as a service provider to promote the image of Thailand after COVID-19: a case study in Don Mueang Bangkok, Thailand

Abstract

The objectives of this paper are to (1) explore the perspective of taxi drivers as service provider to promote the image of Thailand, (2) study the problems and obstacles in providing taxi service and their impacts on the country’s image after the COVID-19 epidemic, and (3) propose the solutions to those obstacles. This is a qualitative research based on interviews and group discussions of 100 taxi drivers who provide taxi services for foreign tourists at Don Mueang International Airport, Bangkok. The study found that taxi drivers increasingly perceived the importance of their occupation in providing service to tourists after the COVID-19 pandemic. A good impression creates positive feelings on travel and repeated visits. However, the major problems faced by taxi drivers are the costs of maintaining their cars and purchasing cleanliness equipment. Additionally, they need to adjust their appearance to be a professional service provider as well as basic service knowledge and foreign language communication skills. Government support is important and necessary to develop a positive image of the country, for example, by promoting the skills training necessary for service providers as well as by supporting sources of funds for car maintenance and facilities that meet the needs of tourists.