Navigating the New Normal: COVID-19's Impact on Local Communities and Sustainable Tourism in Phuket

Xu Tang and Ilian Assenov

European Journal of Business, Economics & Management, 2026, vol. 2, issue 1, 9-17

Abstract: The COVID-19 pandemic profoundly disrupted the tourism-dependent economy of Phuket, exposing the inherent vulnerabilities of local communities. This paper explores the impact of the new normal on Phuket's local residents by examining four key dimensions: employment vulnerability, risk perception of COVID-19 infection, sustainability awareness, and pro-tourism attitudes. Adopting a qualitative research approach, data were collected through semi-structured, face-to-face interviews with residents from diverse socio-economic backgrounds. The findings indicate that employment vulnerability represented a primary challenge, characterized by widespread job losses and significant barriers to re-employment resulting from reduced hiring and more stringent professional requirements. Furthermore, residents expressed heightened concerns regarding health risks, particularly concerning visitors who bypassed safety protocols, which led to an increase in self-protective behaviors. Simultaneously, the pandemic fostered a greater sense of sustainability awareness, as communities recognized the necessity of balancing economic recovery with environmental and cultural preservation. Despite these multifaceted challenges, pro-tourism attitudes remained resilient, with many residents acknowledging the indispensable role of the tourism sector in maintaining economic stability and driving future recovery. By integrating stakeholder theory and focusing on local community perspectives, this study fills a critical gap in the existing literature regarding island tourism during global health crises. These findings offer practical recommendations for policymakers and stakeholders to enhance sustainable and responsible tourism development in Phuket. Future research may benefit from adopting broader, more diverse samples and incorporating quantitative methods to validate and extend the exploratory insights generated by this qualitative study.

Keywords: Phuket; new normal; local communities; tourism recovery; employment vulnerability; sustainability; stakeholder theory (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:dba:ejbema:v:2:y:2026:i:1:p:9-17

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