Managing COVID-19-Related Stigma in Border Trade Communities: A Qualitative Study in Mae Hong Son, Thailand

Background: In the border trade communities of Mae Hong Son Province, Thailand, misinformation and fear surrounding COVID-19 led to increased discrimination. Method: This study aims to: (1) examine the different forms of stigma, (2) understand how affected individuals manage and cope with stigma, and (3) investigate community-based interventions to reduce stigma in border regions. An interpretative paradigm was used in a qualitative research design. A total of 18 participants—including local traders, housewives facing mobility challenges, a community leader, and healthcare workers were interviewed semi-structurally from August to December 2022. Key data patterns were identified by thematic analysis. Results: There are three primary forms of stigma: accusatory stigma, which involves blaming individuals for bringing the virus; and social stigma and exclusion, which lead to avoidance and discrimination. Participants tended to avoid confrontation and seek social support. Positive community support, clear communication, and accurate information and timely updates are some of the key strategies for preventing stigma. Conclusion: This study highlights the need for tailored stigma-reduction interventions in border trade communities. Clear communication, timely information, community engagement, and integrated mental health support are essential strategies. Implementing these approaches early can help build trust, reduce stigma, and strengthen resilience in future epidemics. Keywords: Border communities, COVID-19, Social stigma, Disease management, Health behavior, Thailand