後疫情時期音樂節對泰國酒店業復甦的影響研究

Abstract

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This study investigates the impact of music festivals on the recovery of the tourism industry in Thailand post-COVID-19, with a specific focus on the implications for the Thai hospitality industry. The COVID-19 pandemic severely affected global tourism, leading to unprecedented declines in tourism and hospitality sectors. As countries gradually reopen, music festivals have emerged as a significant driver for tourism recovery, attracting both domestic and international visitors. This research aims to explore how music festivals can contribute to the revitalization of Thailand's tourism industry and support the recovery of its hospitality sector. The study employs a mixed-methods approach, combining quantitative data from tourism statistics and qualitative insights from interviews with industry stakeholders. The findings reveal that music festivals have a positive impact on tourism recovery by boosting visitor numbers, increasing hotel occupancy rates, and generating substantial economic benefits for local businesses. Additionally, the study highlights the role of music festivals in enhancing the cultural appeal of destinations, thereby attracting a diverse audience and fostering a sense of community. The research also identifies key challenges faced by the hospitality industry in leveraging music festivals for tourism recovery, including logistical issues, safety concerns, and the need for effective marketing strategies. The study concludes with recommendations for policymakers and industry practitioners to maximize the potential of music festivals in driving tourism recovery and supporting the sustainable growth of the hospitality sector in Thailand.