The Organizational Identity by the Perception of Tourism Personnel in the New Normal Post Covid-19: A Case Study of Chainat Province

Abstract

The objectives of this research article were 1) to study the guidelines for identity development of tourism personnel in Chainat Province that resulted in success during the COVID-19 crisis; and 2) to study problems and obstacles of the identity development of tourism personnel of Chai Nat province during the COVID-19 crisis. It was a qualitative research. The research tools were in-depth interviews. The population were tourism personnel and tourism industry operators. The data was analyzed using the method of forming a conclusion. The results of the research were as follows: 1) the development approach consisted of 7 approaches, namely the process of social formation and learning from non-formal media, giving knowledge in the education system, training, seminars to create the identity of tourism personnel in Chainat Province, online training, development with online learning centers and development with on-the-job training; and 2) the problems were that the practices of tour guides were limited by tourists. The obstacles had 2 aspects, namely learning with modern technology in online training of tour guides and creating identity development activities being quite difficult in online training.