Thailand tourism: a systematic review

ABSTRACT This research performs a systematic review of research on Thailand tourism. We identified emergent research themes and explored the conceptualization of studies regarding the development of Thailand tourism. In accordance with the theory, context, characteristic, and methodology (TCCM) framework, this work offers a comprehensive outline of relevant studies and gaps in the existing literature to edify and advance future research agendas. It successfully enriches knowledge about Thailand tourism in the extant tourism literature. Moreover, this review contributes to Thailand tourism literature and travel industry, particularly during the transitional period from the “old normal” to the “new normal” tourism era.