Industry observers note that tourists are increasingly influenced by what are often described as “micro experiences” — small touchpoints throughout a trip. An airport transfer, a customer service interaction, or a driver’s attitude can significantly shape a visitor’s perception of a destination.
Recent developments in Thailand illustrate the impact of such factors. A survey conducted by the Tourism Council of Thailand among 302 international visitors in the fourth quarter of last year found that taxi overcharging and fraudulent tour operators ranked among major concerns.
Some travelers reported that certain taxi drivers refused to use meters, insisting instead on flat fares. Such experiences left some visitors feeling “scammed” shortly after arrival. “No Thai taxis, please,” was described by the Pattaya Mail as a sentiment echoed by several tourists.
Taxi and tuk tuk waiting for customers in Thailand. Photo courtesy of Unsplash |
These service-related issues have coincided with slower-than-expected recovery in Thailand’s tourism sector. According to Bloomberginternational arrivals declined 7.2% last year to 32.9 million.
A study published in Scientific Reports suggests that travelers tend to assess destinations holistically, combining multiple experience signals rather than evaluating services in isolation. Accumulated negative interactions can therefore influence overall perceptions of a destination.
In response, Thai authorities have stepped up enforcement efforts. The Pattaya Mail reported that police in Pattaya, Phuket and Bangkok have increased inspections targeting taxi drivers accused of overcharging, refusing service or committing other violations.
The situation underscores the broader challenge for destinations seeking to maintain service quality and reputation.
Phu Quoc’s preventive approach
As Vietnam prepares for APEC 2027 in Phu Quoc, local authorities are introducing measures aimed at strengthening service standards and transparency.
The People’s Committee of the Phu Quoc Special Economic Zone has launched initiatives under what it describes as a “Green Tourism Culture” program. Among the first steps was a Driver Training Program held on Jan. 28 in collaboration with Sun Paradise Land Phu Quoc, part of the Sun Group ecosystem.
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The People’s Committee of the Phu Quoc Special Economic Zone organized the Driver Training Program in partnership with Sun Paradise Land Phu Quoc, part of the Sun Group ecosystem. Photo courtesy of Sun Group |
Authorities say the program aims to standardize service behavior among frontline workers, including drivers and hospitality staff, who are often the first point of contact for visitors.
In addition, a Tourism Rapid Response Team has been established to receive and address tourist complaints, as well as coordinate responses to issues related to security, safety and service quality. The team operates under the Phu Quoc People’s Committee and is led by Vice Chairwoman Nguyen Thi Kim Loan. Members include representatives from the police, market management, health authorities, the economic division and the Tourism Association.
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Phu Quoc launches the Tourism Rapid Response Team. Photo courtesy of Sun Group |
Officials say the mechanism is intended to enhance coordination among agencies and provide a channel for promptly resolving service-related concerns.
Alongside these measures, local authorities have introduced a Code of Conduct applicable to accommodation providers, travel agencies, transportation operators, local communities and public officials. The guidelines emphasize price transparency, fair competition, environmental protection and compliance with legal regulations.
Preparing for heightened scrutiny
With APEC 2027 approaching, local officials view service quality as central to destination management. Authorities have indicated that preventive measures — including early intervention, standardization and coordination between public agencies and private enterprises — are being prioritized.
Private sector participation, including that of major developers and tourism operators, has been incorporated into the effort. Stakeholders describe the approach as part of a broader push toward sustainable tourism practices.
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Fireworks explode in Phu Quoc. Photo courtesy of Sun Group |
As competition among regional destinations intensifies, Phu Quoc’s strategy focuses on strengthening frontline service standards and transparency, with the aim of enhancing visitor confidence ahead of major international events.
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