RESPONSIBLE TOURISM MANAGEMENT IN NAN PROVINCE DURING THE COVID-19 PANDEMIC

Abstract

The COVID-19 pandemic has severely affected the global tourism industry, including Nan Province, one of Thailand's prominent destinations recognized for its rich natural resources and cultural heritage. This study aimed to (1) examine the tourism situation, the impacts of the COVID-19 pandemic, stakeholders’ adaptation, and tourism recovery strategies in Nan Province, and (2) analyze responsible tourism management that seeks to balance tourism recovery with the conservation of natural resources, the environment, society, and culture. A qualitative research approach was employed using documentary research, tourism statistics, and in-depth interviews with key informants.

The findings revealed that Nan Province experienced a substantial decline in tourist arrivals and tourism revenue. Nevertheless, stakeholders successfully adapted through three major strategies: (1) implementing health and safety measures under the SHA Plus standard; (2) promoting Community-based Tourism (CBT), which encourages local communities to participate in tourism resource management, tourism activity design, and equitable benefit sharing in accordance with the principles of Responsible Tourism; and (3) applying digital technologies to enhance tourism management and communication.

            However, the recovery of the tourism sector remains uneven. Tourism income is still concentrated in major tourist destinations and large tourism enterprises, while many small businesses and community-based tourism destinations continue to recover at a slower pace. In addition, the number of international visitors has not yet returned to its pre-pandemic level. Therefore, responsible tourism management should emphasize community participation, equitable benefit distribution, sustainable resource management, and the effective application of digital technologies to strengthen tourism management. These measures will contribute to the long-term resilience and sustainability of tourism development in Nan Province.