Hong Kong’s response to the severe acute respiratory syndrome (SARS) epidemic contrasts to the response of Thai hoteliers and officials to the deadly December 2004 tsunami. Whereas Hong Kong took assertive actions to offset the negative effects of the SARS publicity, efforts in Thailand have been minimal, at best. As explained in this commentary, Hong Kong targeted long-haul travelers, rather than regional markets, and conducted research studies to determine how to win back those travelers’ business. Thai officials, by contrast, have offered promotions that lack a research basis.
Stanley C. Plog, “Managing Tourism Crises: An Interview with Lily Shum, Former Director, the Americas, Hong Kong Tourism Board,”Cornell Hotel and Restaurant Administration Quarterly46, no. 4 (2006): 452-460.
