Marketing strategy analysis of Thailand’s tourism during covid-19 pandemic: a case study on Phuket Sandbox

Abstract

This paper utilizes three marketing tools in order to identify the marketing strategy of the Phuket Sandbox scheme. It aims to discover the target group of consumers, strengths and weaknesses of the scheme, and the type of tourism products that the Phuket Sandbox has to offer to tourists. The main findings are that the destination is strong in its medical and cultural tourism products but may suffer from crime events and degradation of tourism resources. Another finding suggests that tourists who visit Phuket through the Phuket sandbox scheme falls into the middle and upper class category within generations Z, Y, X, and Baby boomers. Phuket island also offers various types of tourism products such as beach, historical, cultural, and gastronomy tourism. The finding suggests that all of these aspects obtained from the marketing analysis, have affected the policies and marketing strategy of the Phuket Sandbox scheme.