Managing the Sharing Economy in Thailand’s Tourism Industry: Strategic Approaches from Phuket Province

บทคัดย่อ

This research is a qualitative study aiming to 1) examine the current state of sharing economy businesses in tourism, 2) explore the economic, social, and legal contexts influencing the sharing economy businesses in tourism, and 3) propose management strategies for the digital and post-pandemic era. Data were gathered through in-depth interviews and focus groups with private sector stakeholders, government agencies, academia, tourism representatives, and local communities. Findings reveal the rising popularity of sharing economy businesses, especially in food services, transportation, and accommodation, driven by convenience and changing consumer behavior. However, challenges remain, particularly in regulatory clarity, management, and quality control. To strengthen the sector’s sustainability and competitiveness, the study recommends developing clear legal frameworks, specialized governance structures, and standardized quality measures.