The Components Of Marketing Resilience Among Next Normal For Wellness Tourism: Spa To Improve Their Competitive Advantage In The Upper North, Thailand (Systematic Review)

Abstract

Since the end of 2019, every country including Thailand have been affected from a pandemic of Corona Virus Disease 2019 (COVID-19) which is one of Emerging Infectious Diseases (EID). The physical distancing procedure has been worldwide applied and has become our new normal practice until now. These have affected individuals, public health, economics, and society: especially the tourism industry. In 2020, the incomes from tourism industry of Thailand dramatically decreased while many entrepreneurs had to temporarily leave their businesses. In the Upper North of Thailand, the incomes from tourism dropped as 50 percent from the reduced numbers of both foreign and Thai tourists. The incomes from tourism in the Upper North of Thailand have continuously dropped in 2021 requiring the flexible marketing plans for business resilience. The Tourism Authority of Thailand has launched 5R strategies for new normal travel (Reboot, Rebuild, Rebrand, Rebound and Rebalance) divided as 3 phases: lockdown exit, selective open and extensive open. Moreover, Amazing Thailand Safety and Health Administration (Amazing Thailand SHA) has been issued for health and beauty tourism. However, the authors finds that most of relevant researches in Thailand study the regular resilience after natural disasters. Therefore, this systematic review summarizes knowledge from researches about a marketing resilience of wellness tourism: spa among new normal to improve the competitive advantage. The systematic review is based on the research articles from both national and international databases which should be useful to be applied as the policy guidelines for government sector, private sector as well as stakeholders.