Tourism Resilience in Post-Conflict Myanmar: Learning from the Destination Life Cycle

Abstract

This thesis is quantitative method based on tourism resilience in post-conflict Myanmar which was lately one of the fastest-growing industries, known as the last frontier' of Asia. However, many challenges have emerged recently due to political instability and civil war. The main purpose of this thesis, therefore, was to assess the current state of tourism resilience in Myanmar and identify in which stage the destination has moved accord-ing to the Tourism Area Life Cycle. It was meant to answer how a destina-tion that has been forced to regress from growth to decline can survive and what practical strategies for recovery exist once stability is restored.

This research was conducted using quantitative method approach, drawing from crisis management theory and tourism area life cycle model. Data on safety perceptions and future travel intentions were collected through an online survey from 173 respondents, both Myanmar nationals and interna-tional. The findings revealed that Myanmar has gone through a reverse Tourism Area Life Cycle, moving backward from the developed stage to the reset phase of decline and stagnation. It also revealed that while the desti-nation image is damaged, the intrinsic value of culture and nature remains high.

It was concluded that the industry needs a fundamental transformation, not a simple restart. The study also recommended an approach of domestic first strategy and specific safety zone to regain trust. In the final analysis, taking full advantage of crisis response and maintenance of tourism resilience dur-ing this period of dormancy, the sector can prepare for a sustainable future as a niche destination.