The impact of political instability on tourism: case of Thailand

Hadyn Ingram, Saloomeh Tabari, Wanthanee Watthanakhomprathip

Research output: Contribution to journalArticlepeer-review

66 Citations (Scopus)


Purpose: The purpose of this paper is to explore the relationship between political instability upon destination image and perception and tourism consumer behavior. 

Design/methodology/approach: The paper takes a case study approach and uses cross-sectional and qualitative methods to measure and contrast the perceptions of respondents who have and have not, visited Thailand. 

Findings: The study affirms the power of image as a subjectively-held, but important lever of consumer behavior. The findings reinforce the popularity of Thailand as a tourist destination, by both those who have and have not visited, and suggest that its image is a strong one. 

Practical implications: The paper concludes that destination managers need to work with governments to ensure political stability, which can lead to continued tourism revenues. 

Originality/value: The paper suggests that the effects of adverse publicity on political instability to tourism receipts may be temporary, providing a destination has a strong perceived image (such as Thailand) and the disruption does not last too long.

Original languageEnglish
Pages (from-to)92-103
Number of pages12
JournalWorldwide Hospitality and Tourism Themes
Issue number1
Publication statusPublished - 25 Jan 2013
Externally publishedYes


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