Abstract

In this qualitative study, data were gathered from tour operator managers, supervisors and administrative staff in Thailand to survey the impact of COVID-19, and adaptation after the crisis for tour operators in Thailand was also collected using in-depth interviews. The study also used a 7Ps Marketing Mix analysis, Crisis Management, and adaptation for tour operator businesses to survive after the COVID-19 crisis. According to the study, 7Ps Marketing Mix is recommended to offer more tailor-made tour programs to attract a new generation of tourists and new services to satisfy a variety of customer needs because manager's perceptions of changing tourist behavior are directly to use of information systems and technology to pull in a new generation of tourists. Tour operating companies must adopt policies and action plans for a successful post-COVID-19 recovery and the company's ability to continue surviving than competing with other companies.