Analyze Strategies for Diversifying the Country's Economy Driven by Tourism Using Pattaya, Chonburi, Thailand as a Case Study. To Reduce Fragility and Increase Economic Stability

Abstract

Purpose: This study investigates ways to enhance economic stability in tourism-dependent regions, using Pattaya, Chonburi, Thailand, as a case study. Theoretical Reference: Thailand's heavy reliance on tourism, constituting about 17% of its GDP, sets the context. The study gathers insights from SMEs in Chonburi Province through in-depth interviews. Method: In-depth interviews with SMEs reveal challenges faced by small hotel businesses, including high taxation and substantial expenses, with a focus on labor costs and pre-existing issues like excessive charges.   Results and Conclusion: Prioritizing the hotel industry over attracting new tourists is key. Post-COVID-19 economic stability in Pattaya's tourism industry requires a comprehensive approach involving industry revitalization, diversification, support for local businesses, sustainable practices, infrastructure investments, marketing, and government-industry collaboration. Implications of Research: This research underscores the importance of addressing challenges in tourism-driven regions during crises and offers practical insights for safeguarding economic stability. Originality/Value: The study's unique focus on Pattaya provides valuable insights for similar regions, offering strategies to mitigate vulnerabilities caused by external shocks like pandemics.