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The impact of political instability on tourism: case of Thailand

Hadyn Ingram (London School of Commerce, London, UK)
Saloomeh Tabari (London School of Commerce, London, UK)
Wanthanee Watthanakhomprathip (London School of Commerce, London, UK)

Worldwide Hospitality and Tourism Themes

ISSN: 1755-4217

Article publication date: 25 January 2013

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Abstract

Purpose

The purpose of this paper is to explore the relationship between political instability upon destination image and perception and tourism consumer behavior.

Design/methodology/approach

The paper takes a case study approach and uses cross‐sectional and qualitative methods to measure and contrast the perceptions of respondents who have and have not, visited Thailand.

Findings

The study affirms the power of image as a subjectively‐held, but important lever of consumer behavior. The findings reinforce the popularity of Thailand as a tourist destination, by both those who have and have not visited, and suggest that its image is a strong one.

Practical implications

The paper concludes that destination managers need to work with governments to ensure political stability, which can lead to continued tourism revenues.

Originality/value

The paper suggests that the effects of adverse publicity on political instability to tourism receipts may be temporary, providing a destination has a strong perceived image (such as Thailand) and the disruption does not last too long.

Keywords

Citation

Ingram, H., Tabari, S. and Watthanakhomprathip, W. (2013), "The impact of political instability on tourism: case of Thailand", Worldwide Hospitality and Tourism Themes, Vol. 5 No. 1, pp. 92-103. https://doi.org/10.1108/17554211311292475

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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