Resident perceptions towards COVID-19 public policies for tourism reactivation: the case of Thailand

ABSTRACTThis study aims to identify the key components of COVID-19 public policies for tourism reactivation in Thailand and evaluate their various influences on the local resident's satisfaction, fear of external threat and avoidance behaviour. It also investigates the moderating role of affiliation with the tourism industry. Through the lens of stimulus-organism-response (SOR) model, this study applies the structural equation modelling using consistent partial least squares. Findings reveal that the COVID-19 public policies are represented by a three-component structure: tourist, tourism company and destination. Results of this study enrich the understanding of tourism policy research, particularly from the view of policies for tourism reactivation, resulting from the COVID-19 crisis. It then presents the theoretical and practical implications from the perspective of SOR theory.