Prapaporn Kaewklub and Kullada Phetvaroon

Abstract: The overreliance on international tourism highlighted the fact that Phuket needs to pay more attention to the domestic market, especially during and after COVID-19. Therefore, this study aims to investigate the travel behaviour of domestic tourists who travel to Phuket and to compare all attributes of destination image in the timeframes of pre-pandemic and during the recent pandemic. This quantitative research was conducted using an online survey. Satisfactory research data was obtained from 403 respondents and used for data analysis. Destination attributes were analysed using a paired sample t-test. The findings indicate that Phuket’s image in different attributes varied, when compared between the normal time (before COVID-19) and during the pandemic. These attributes include natural resources and environment, cultural history and arts, general infrastructure, social environment, tourist infrastructure, political and economic factors, safety and security as well as COVID-related risk perception. The key findings are significant and useful for policymakers to consider when formulating marketing strategies to boost domestic demand and strengthen the destination image of Phuket.

Keywords: Destination image, Phuket tourism, domestic tourists, COVID-19, destination attributes