Crisis management and Thailand's tourism outlook.

Tourism contributes significantly to Thailand’s economy. However, the safety of the destination has been undermined by crises that have greatly affected tourists’ confidence in visiting Thailand. The negative impact of these crises highlighted the importance of having an effective crisis management system. Based upon a literature review, the report identifies the process, key components and actions necessary in crisis management. Thereafter, the report examines the major crises that happened in Thailand within the timeframe of August 2008 to August 2009 and classifies them into relevant domains such as, environmental, economic, political and technological crises. Subsequently, the report analyses the relevant government responses and the crises’ impact on Thailand’s tourism industry. A survey was conducted to find out Singaporeans’ perceptions of the crises in Thailand. The findings revealed that Singaporeans did not think of Thailand as an unfavourable destination, and many remain optimistic about Thailand’s tourism outlook in 2010 in spite of the bad publicity it had received.BUSINES