Small Tourism Businesses Adapting to the New Normal

It is reasonable to state that the impact on Thailand’s economy has been severe due lack of international tourists. In particular, mass-tourist destination Phuket suffered economic consequences a plunge in number passenger arrivals and inadequate domestic tourists fill their places. This paper aims identify inadequacies help stakeholders more effectively manage tourism development amid COVID-19, as well contribute body knowledge establish baseline recommends potential area interest for future quantitative research. case study utilizes variety primary secondary data sources. The empirical this were collected through series semi-structured interviews with local small business owners. After rigorous review process, total 21 in-depth included content analysis. research not only disclosed high level resilience amongst owner community but revealed continues depend strongly its sustainably. offers insights into recent developments during COVID-19 global pandemic provides studies seek validate results methods inquiry. Furthermore, it guidance policymakers recommendations implementing good governance strategies.