Lessons from COVID-19 for the future: destination image revival for crisis management

This study examines the impact of the destination image revival through the Sandbox Program for crisis management of Phuket’s image as a tourist destination in light of the significant impact of the COVID -19 pandemic on global tourism. A data analysis was conducted based on responses from 296 Chinese visitors obtained via online questionnaires. The analysis included exploratory factor analysis, confirmatory factor analysis, and paired-sample T-tests. The findings of the study indicate that there were significant changes in individuals’ perceptions on many criteria, including accessibility, cost/price, personal safety, food and entertainment, and risk of infection, both before and during implementation of the program. In contrast, ratings of natural attractions, climate, hospitality, and crowding decreased. In addition to its empirical contribution, this study expands our understanding of destination image management in the dynamic tourism scene by drawing lessons learned from the COVID-19 pandemic. The study has implications for government agencies, destination management organizations, and stakeholders in the tourism and hospitality sector. It provides valuable information for these entities in terms of preparation and response strategies for future disruptions that may impact global travel.