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The Covid-19 pandemic interrupted Bangsaen Beach activities and disturbed livelihoods of small business operators. Before the pandemic, Bangsaen tourism experienced issues of beach quality degradation due to overcrowding, competitive vending, and lack of diversification. After the pandemic, the municipality imposed new regulations, reset zones to safeguard the public health, and jump-started the economy. The changing regulations created conflicts with vendors on zoning rearrangements and reduced sales. The author conducted a survey to investigate the beach activities, the local small business operations, and the local authority’s regulation changes. The survey results indicated that Bangsaen needs alternative attractions to complement its beach activities and to help cope with traffic congestion. The results also find out the social disparity in the demography of the vendors, which calls for attention to gender aspects and inclusive facets in the social infrastructure development strategy. This study suggests that vendors collaborate collectively with the local government to challenge the appropriation of beach spaces and to create innovative tactics. In addition, destination management organizations need to strive for better collaboration with small business operators to help them adapt to the change and enter the formal economy.

Striving for a new normal after the Covid-19 pandemic: taking small businesses at Bangsaen Beach as an example