Digital tourism branding post-pandemic covid-19 on Twitter: Thailand dan Malaysia case study

Abstract

This study aims to analyse the function of social media as digital tourism branding carried out by Thailand and Malaysia after the COVID-19 pandemic. This research method uses descriptive qualitative methods with the help of the Nvivo 12 Plus application in processing the data. This study uses data from official Twitter social media accounts in Thailand and Malaysia. The results of this study indicate that the analysis of the Twitter conversations of the two accounts shows that the tweets and retweets of @AmazingThailand and @TourismMalaysia are mostly still focused on accounts from their respective domestic regions. The digital tourism branding, which is analysed using marketing communication theory, shows that Thailand and Malaysia have proactive efforts in planning indicators, creation, integration, and marketing strategies. Overall the digital tourism branding efforts carried out by Thailand and Malaysia are quite optimal.

Challenges of Post- Covid Vietnam Tourist Brand Recovery

“…Also an important brand strategy was established at that time, heavily impacting the modern era of Vietnam tourism. It was "Người Việt Nam du lịch Việt Nam -Mỗi chuyến đi thêm yêu Tổ quốc" ("Vietnamese people travel Vietnam -Every trip makes you love the country better") -the domestic tourism promotion program, showing great results 1 .…”

“…The tourism industry has to not only fight the epidemic, but also constantly face unusual natural disasters. Since October 2020, the Central Region has suffered from 1 . The rate of tourism business suspension or shutdown was particularly high among medium and small businesses.…”

“…It was argued that Vietnam should copy the practices of several neighboring countries that have had more success in swift recovery of their tourism industry during Covid pandemic. Thailand was quick in adapting specific safety policies and reopened popular tourist destinations such as Phuket, Samui, and Pattaya to fully vaccinated tourists without having to undergo quarantine 1 . They have implemented strict health and safety protocols to ensure the safety of both tourists and locals 2 .…”

“…Other countries have also made aggressive efforts to revitalize their tourist industries. Cambodia has offered visa exemptions and reduced 1 Steve S., Sodprasert J., Sucharitakul V. Reimagining Travel: Thailand Tourism after the COVID-19 Pandemic, 2021. -URL: https://www.mckinsey.com/industries/travel-logisticsand-infrastructure/our-insights/reimagining-travel-thailand-tourism-after-the-covid-19pandemic (accessed 03.08.2023).…”

“…-URL: https://www.nationthailand.com/thailand/tourism/40028075 (аccessed 01.08.2023). quarantine periods for fully vaccinated guests 1 . The Maldives has reopened borders to tourists with strict health and safety protocols.…”