Potential Development Strategies on Marine and Beach Tourism

Sankrusme, Sinee

Potential Development Strategies on Marine and Beach Tourism

by Associate Professor Dr. Sinee Sankrusme (Author)

Summary

Marine and beach tourism is one of the still growing fields in tourism worldwide. Marine and beach tourism activities include scuba diving, snorkeling, wind surfing, fishing, observing marine mammals and birds, cruising or ferry riding, sea kayaking, visiting fishing villages and lighthouses, sailing, and motor yachting. The growth in marine and beach tourism has helped develop and improved coastal areas.
Thailand, with its numerous attractions and tourist destinations, continues to amaze the world regarding marine and beach tourism. One of the most popular marine and beach destinations in Thailand is Phuket. Phuket is Thailand’s largest island and considered to be the most famous. This island has an exceptional climate: The monsoon in Phuket comes earlier than in the other parts of the gulf and during the rainy season, the island experiences rain only once or twice a day.
The purpose of this study aims to develop the fields of ecotourism, sea tourism, and beach tourism. The study was conducted at the site of Phuket, being one of the worldwide known marine and beach attractions and well-known among foreigners. Moreover, the island of Phuket also has many beautiful marine and beach attractions that are still to be discovered by the public and need to be developed to entice more tourists to come and revisit the island.

Excerpt

Satisfaction can be explained by using the variables in the model was at 85%. While the

other variables considered like, Product (PRO) had a prediction coefficient (R

) of 0.82 or it

can be defined as, the level in which the variance of Product can be explained by using the

variables in the model was at 82%. Attributes (ATT) had a prediction coefficient (R

) of 0.69

or it can be defined as, the level in which the variance of Attributes can be explained by using

the variables in the model was at 69%. Management (MAN) had a prediction coefficient (R

)

of 0.69 or it can be defined as, the level in which the variance of Management can be

explained by using the variables in the model was at 69%.

While looking into the direct and indirect influences that affect the initially

mentioned variables, the following details were concluded:

(1) The direct effect of Tourist Satisfaction (SAT) on Product (PRO) was at 0.91 and

a statistical significance at 0.01. Therefore, Tourist Satisfaction (SAT) had direct influence

on Product (PRO).

(2) The direct effect of Tourist Satisfaction (SAT) on Attributes (ATT) was at 0.83

and a statistical significance at 0.01. Therefore, Tourist Satisfaction (SAT) had positively

direct influence on Attributes (ATT).

(3) The direct effect of Tourist Satisfaction (SAT) on Management (MAN) was at

0.83 and a statistical significance at 0.01. Therefore, Tourist Satisfaction (SAT) had

positively direct influence on Management (MAN).

(4) The direct effect of Tourist Expenditure (EXP) on Tourist Satisfaction (SAT) was

at 0.92 and a statistical significance at 0.01. Therefore, Tourist Expenditure (EXP) had

positively direct influence on Tourist Satisfaction (SAT).

(5) The direct effect of Tourist Demographic (DEM) on Tourist Satisfaction (SAT)

was at 0.07 and no statistical significance. Therefore, Tourist Demographic (DEM) had not

influence on Tourist Satisfaction (SAT).

(6) The indirect effect of Tourist Expenditure (EXP) on Product (PRO) was at 0.84,

on Attributes (ATT) was at 0.77, on Management (MAN) was at 0.77 and a statistical

significance at 0.01. Therefore, Tourist Expenditure (EXP) had positively indirect influence

on Product (PRO), Attributes (ATT), and Management (MAN) through Tourist Satisfaction

(SAT).

(7) The indirect effect of Demographic (DEM) on Product (PRO) was at 0.07, on

Attributes (ATT) was at 0.06, on Management (MAN) was at 0.06 and no statistical

significance. Therefore, Demographic (DEM) had positively indirect influence on Product

(PRO), Attributes (ATT), and Management (MAN) through Tourist Satisfaction (SAT).

From the details mentioned, it can

be observed that tourist satisfaction has a positive

influence on product,

attributes, management, and tourist expenditures. One variable, tourist

demographics, was found

to be of no influence on satisfaction. The results of the hypothesis

testing can be seen below:

1. Tourist expenditures have a positive influence on satisfaction

Supported

2. Tourist demographic have a positive influence on satisfaction

Not Supported

3. Tourist satisfaction have a positive influence on product

Supported

4. Tourist satisfaction have a positive influence on attributes

Supported

5. Tourist satisfaction have a positive influence on management

Supported

The outcome of this study will be used in planning and development of the marine

and beach tourism. Also, the outcome will be used in constructing a competitive strategy in

order for the plans to be realized. This will not only benefit the tourist themselves, but to help

the destinations marketers to better understand the elements and components that can

contribute to make the tourist satisfaction to be at an acceptable level. The marketers can also

improve on how to provide the suitable products, attributes, and management that will

directly cater to the needs and wants of a traveller. With this, it is then proposed that

destination suppliers and managers need to consider the inferences of these variables, which

may lead to increase the overall satisfaction of tourists. Moreover, the conclusions from SEM

can also serve as a guide for a successful sea and marine tourism. Given the facts and details

of this study, destination managers should concentrate on acquiring a high satisfaction level

in order to establish an affirmative post-purchase visitor behavior and to heighten the strategy

of competitiveness. The propositions provided in the satisfaction model can be used in the

policy-making process basing on the reasons of interest, principles or consideration.

The results of this study can provide propositions that can help marketers and

managers of marine and beach tourism. These propositions are as follows: (1) Manager and

marketers can be able to directly offer tourist satisfaction in line with product, attributes,

tourists' expenditures, and management. (2) Improvement on the attributes of the destination

services can be done and implemented by tourism suppliers. (3) Managers and marketers can

formulate better strategies and planning on how to improve and develop better marine and

beach tourism. (4) In line with marketing strategies, marketers and managers can

competently use these results with strategy provide better positioning and promotional

strategy.

vii

ACKNOWLEDGMENTS

I would like to express my gratitude, first of all, to the Tourism Authority of Thailand

which provided me with information on tourist statistics and related data. My horizon was

widened and my understanding was deepened while working with them. Thank you also to

the private and government sectors who had provided me with secondary data from

textbook, journal, articles, etc. Their guidance and practical advice have helped me to

accomplish the great task in this study. I would also like to express my deepest appreciation

to Associate Professor Dr. Montree Piriyakul for his patience and valuable guidance,

inspiration and encouragement, and for the constructive comments he gave to this study.

Finally, I would like to thank those tourists who participated in completing the questionnaire.

To all who have contributed in making this study and research possible, thank you very

much. I could not make it at this point without your profound help and support.

viii

ABOUT THE AUTHOR

Dr. Sinee Sankrusme is currently an associate professor of International Business at

Department of International Business, Faculty of Business Administration, Ramkhamhaeng

University, Thailand. She held position as head department of international business. She has

authored almost one hundred articles and several books related to international business

communication, international business and trade documents, international business and

effects on changes, organizational behavior and management, agribusiness, agricultural

marketing, agricultural business, management and human resource management, etc.

Especially, her textbook entitled International Business Correspondence was published in

Germany. Most of her research focuses on international business, marketing, human resource,

business, organization and management, etc. She is widely recognized for numerous

publications in the international business journals and also joined the international business

conferences as below:

INTERNATIONAL BUSINESS JOURNAL

1. An Analysis of Business Leaders in Thailand. The Business Review: Cambridge, Vol. 8, No 1,

Summer 2007, pp. 114-120.

2. Analysis of Colored Local Liquor Marketing Strategies among Companies before Liquor

Liberalization. The Business Review: Cambridge, Vol. 8, No 1, Summer 2007, pp. 114-120.

3. Competitive 4P's Strategy Analysis before Liquor Liberalization. The Journal of American

Academy of Business, Cambridge, Vol. 17, No. 1, September 2011, pp. 94-103.

4. Analysis of ASEAN Economic Change, Consumer Behavior, Marketing Trends and International

Trade with NAFTA. Journal of American Academy of Business, Cambridge, Vol. 17, No. 2, March

2012, ISSN 1540-1200, pp. 50-57.

5. Marketing Strategy Competition among Beer Companies before Liquor Liberalization. Journal of

Marketing Development and Competitiveness Vol. 5(6), 2011, pp. 65-82.

6. Development Strategies on Taking Thailand's Health Healing Related Tourism Business into the

Global Market. Review of European Studies, Vol. 5, No. 5, December 2013, pp. 220-232. ISSN

199918-7173 (Print), ISSN 1918-7181 (Online).

7. Development Strategies on Taking Thailand's Health Promotion Related Tourism Business into the

Global Market. International Business Research Journal, Vol. 5, No. 11 November 2012, pp. 83-94.

ISSN 1913-9004 (Print), ISSN 1913-9012 (Online).

8. Potential Development Strategies on Cultural Tourism. Social Science Research Network (SSRN),

2017.

INTERNATIONAL BUSINESS CONFERENCE

1. Analysis of Alcoholic Beverage Marketing History in Thailand. International Conference on

Business. The 6

Hawaii International Business Conference, May 24-28, 2006, Honolulu, Hawaii,

USA.

2. The Changing Nature of Marketing in Japan. International Conference on Business. The 6

Hawaii

International Business Conference, May 24-28, 2006, Honolulu, Hawaii, USA.

3. An Analysis of Business Leaders in Thailand. International Business Conference. The Global

Business & Finance Research Conference, July 11-14, 2007, London, England.

4. A Study of the Beer Market Leader, Challenger and Niche Strategies. The 2008 International Joint

Conference on e-Commerce, e-Administration, e-Society, and e-Education (e-CASE 2008), March

27-29, 2008, Bangkok, Thailand, Organized by International Business Academics Consortium

(IBAC), Knowledge Association of Taiwan (KAT), Faculty of Commerce and Accountancy,

Chulalongkorn University, Thailand.

5.Whisky Marketing Strategy Analysis among Market Leader, Challenger and Niches. International

Conference on Business and Information, September 24-26, 2008, Heidelberg, Germany.

6. Case Study Analysis of Wine Marketing Strategies. International Business Research Conference,

December 2-4, 2009, Sydney, Australia.

7. Comparison of the Marketing Environment before and after Thailand's Economic Crisis: Case

Study of Alcoholic Beverages. International Business Research Conference, December 2-4, 2009,

Sydney, Australia.

8. Case Study of the C.V.S Syndicate Company: Marketing Strategy before Liquor Liberalization.

International Conference on Business and Economic Sciences, January 25-27, 2011, Dubai, United

Arab Emirates.

9. Case Study of TIS Worldwide Marketing (1997) Company: Marketing Strategy before Liquor

Liberalization. International Conference on Business and Economic Sciences, January 25-27, 2011,

Dubai, United Arab Emirates.

10. Relationship among Public Management, Service Quality, and Overall Attractiveness that Affects

Foreigners' Perception Regarding the Potential of the Thai Medical Tourism Industry. 21

Annual

World Business Congress, July 4-8, 2012, Helsinki, Finland.

11. Marketing Strategy Analysis of Boon Rawd Brewery Company.

International Conference on

Business, Management and Economics, July 30-31, 2013, Zurich, Switzerland.

12. Marketing Strategy Analysis of Thai Asia Pacifica Brewery Company. International Conference

on Business, Management and Economics, July 30-31, 2013, Zurich, Switzerland.

13. Marketing Strategy of Seagram (Thailand) Limited. 2

Global Conference on Business,

Economics, Management & Tourism, October 30-31 2014, Prague, Czech Republic.

Market Leader of Beer Chang. Entrepreneurship, Responsible Management, and Economic

Development, March 14-18, 2016, Cairo, Egypt.

CONTENTS

Page

PREFACE i

ACKNOWLEDGMENTS vii

ABOUT THE AUTHOR viii

LIST OF TABLES xiv

LIST OF FIGURES

CHAPTER 1

INTRODUCTION

Background of the Study

Purpose of the Study

Scope of the Study

Hypotheses

Expected Benefits

Definition of Terms

CHAPTER 2

LITERATURE REVIEW

Variables of the study

Satisfaction

The Relationship between Variables

Satisfaction and Expenditures Relationship

Satisfaction and Tourist Demography Relationship

Satisfaction and Product, Attributes, Management

Relationship

Satisfaction and Product

Satisfaction and Attributes

Satisfaction and Management

Concept of the Study Framework

xii

CHAPTER 3

RESEARCH METHODOLOGY

Population and Sample

Instrument of the Study

Questionnaire

Measurement of Variables

Product

Attributes

Management

Satisfaction

Tourist Expenditures

Tourist Demographics

Procedures of Research Tool Creation

Reliability

Data Collection

Data Analysis

CHAPTER 4

RESULTS OF THE STUDY

Travel Behavior and Statistical Features of the Respondents

Tourist Approval and Satisfaction

Model Fit

Hypothesis Testing

Structure Equation Model (SEM) Analysis

Prediction Coefficient

Direct and Indirect Effect in the Model

Measurement Quality

Convergent Validity

Discriminant Validity

xiii

CHAPTER 5

STRATEGIES ON MARINE AND BEACH TOURISM

Potential Development Strategies

Variables Influencing Tourism Product Development

Developing Marine and Beach Tourism Strategies

Tourism Development Plans and Strategic Development Plans

Marine and Beach Tourism Strategy (Tactics)

Framework Strategy

Product

Attributes

Management

Tourist Expenditures

Satisfaction

CHAPTER 6

CONCLUSION, DISCUSSION AND RECOMMENDATION

Summary and Conclusion

Discussion

Recommendation

101

Implication

102

Limitations and Future Research

105

BIBLIOGRAPHY

107

APPENDIX

116

xiv

LIST OF TABLES

Page

Table

1.1

Rating the Type of Tourist Places around the World in 2007

1.2

Popularity of Tourist Destinations in Thailand, 2011

1.3

Number of Tourist Ports

1.4

Marine and Beach Attractions

2.1

The Items of the Questionnaire Used in the Structure Model

3.1

Variable Measurement, Number of Questions, and Sources

3.2

Reliability of Variables

3.3

Reliability of Tourism Product

3.4

Reliability of Tourism Attributes

3.5

Reliability of Tourism Management

3.6

Reliability of Tourist Expenditures

3.7

Reliability of Satisfaction

3.8

A 5 Point Likert Scale

4.1

Statistical Features of the Respondents

4.2

Nationality of the Respondents

4.3

Mean and Standard Deviation of Studied Variables

4.4

Indices and Statistic Value to Investigate of the Proposal Model

4.5

Results of Hypothesis Testing

4.6

Direct, Indirect and Total Effect in the Mod

el 67

4.7

Convergent Validity and Reliability of the Scales

4.8

Discriminant Validity of Scales

LIST OF FIGURES

Page

Figure

1.1

The Number of Tourist Well Known Destinations in Asia

1.2 Statistics of Tourists and Income from Coastal provinces (2007-2009)

1.3 Percentage of Tourists in Coastal Provinces, Bangkok and Other Provinces

(2009)

1.4 Percentage of Revenue from Coastal Provinces, Bangkok, other Provinces

(2009)

2.1 Relationship between Satisfaction and Tourist Demographic, Tourist

Expenditures, Product, Attributes, Management

4.1 Structure Equation Model of Factors Influence Satisfaction

CHAPTER 1

INTRODUCTION

The marine and beach tourism had been one of the growing field in tourism. Marine and

beach tourism involves an environment and activities that can be done at the border of land

and mostly focusing on sea or water environment. This environment and activities include

scuba diving, snorkeling, wind surfing, fishing, observing marine mammals and birds, the

cruise or ferry riding, sea kayaking, visits to fishing villages and lighthouses, sailing, and

motor yachting. The growth in the marine and beach tourism had helped develop and

improved coastal areas. There were maintained beaches, well-equipped diving areas, safe

boat trips, wide and pleasing bird watching spots, affordable and clean restaurants, and

medical facilities. Based on study, from the mid of the 20

century, marine and beach

tourism in Europe boosts up and becomes inexpensive that anybody can afford to go for

marine destination. At the preset, 65% of the European holiday marketers favor the sea

(E.C., 2011). Europe's marine and beach tourism is becoming aggressive in the market.

Many European travellers prefer not only the usual enjoyment in the sea, sand, and sun, but

also to experience various activities including challenging sports, delicious cuisine, unique

culture, and natural environment. Not only would the tourist demand more activities, but

they prefer to have their holiday at the most affordable rate

(http://www.coastlearn.org/tourism/introduction.html).

Thailand, as one country in Southeast Asia, which is becoming popular as a holiday

destination. Its marine and beach tourism is a combination of preserved culture and tradition

made rich with a matchless range of landscapes and natural haven. Thailand's oceans and

seas are also exquisite and known for its natural richness. Marine and beach tourism in

Thailand is considered to be one of the significant sub-divisions. Because of the increase in

the percentage of coastal usage in Thailand almost every year, there were increases in job

opportunities for locals. Furthermore, it can be observed that most of the hotels near the sea

areas are most likely to be booked and thus, much more bed capacities are added. With this,

in return, provides higher contributions to Thailand's economy. Even with the yearly growth

of marine and beach tourism area, there are still plenty of development that needs to be done

and more opportunities to uncover. The continuous provision of development and

improvement to the coastal areas shares in the economic growth of Thailand. This can also

help in the development and discoveries of more remote coastal areas. This seen potential in

the marine and beach tourism had led the Thailand Commission to develop a strategic plan

for this tourism area.

Thailand offers various attractions such as hundreds of islands, beaches, diving sites,

and entertainment, cultural historic places. The richness and exquisiteness of Thai seas made

it one of the famous marine destinations worldwide. It can even compete with the beauty of

the Andaman coast and is more attractive than those beaches found in Southeast Asia. As

earlier mentioned, since marine and beach tourism contributes in the increase of income

coming into Thailand, the commission in-charge of this are making continuous development

and improvement for tourists' benefits and to attract more travellers to come to Thailand.

Many activities are already made available to tourists, these are diving activities, snorkeling,

visiting fishermen village, floating activity, sea sports, fishing, scenery viewing, sailing, and

many more. These areas are being maintained and being developed for better services every

year. The tourists visiting Thailand opens more opportunities for better money circulation in

the area of tourism. More jobs were opened and more income was gained.

The fullness and the allure of Thai seas and coastal areas is one of the reasons why

travellers chose to come to Thailand. Development and improvement being done in the

coastal areas of Thailand reaches the areas of the Andaman Sea, to China Sea border and also

reaching the Indian Ocean boundary. More water activities like diving, corals viewing,

scenery viewing, sailing, water sports, fishing, and others were introduced and added to the

expansions made in these areas. This also provided more job openings for locals who are

seeking for an occupation in their own province and moving out of their security zone is no

longer necessary. This progress in the coastal areas of Thailand further accommodates a

greater number of local and foreign tourists. Thus, it helped in the income generation and

increase of sale percentage in Thailand's tourism.

Thailand's land area shows that there is a total of 23 provinces that are situated near to

the coastal area. This total is considering the areas in the central part, eastern part, and the

southern part. Thailand's beaches are characterized based on landscapes and its general

environment. An example of this is the sand may be too tiny or rough, or the sand is delicate.

One of the most utilized areas of selling point in Thailand is the marine tourism. It can be

observed from a study conducted, from 2007 2009, there was an average of 40 million

tourists visit Thailand every year. This statistic includes those who are visiting Bangkok.

The calculated percentage of generated income is 49% or 274, 491 million baht per year.

These figures reflect that the coastal areas in the provinces are important to the tourism as a

whole. (http://www.mkh.in.th/index.php/2010-03-22-18-05-14/2010-03-26-05-53-09).

Geographic advantage of a certain country gives an opportunity to be more open to

both risks and benefits. The combination of natural tourism with utilizing the geographic

advantage can be a great tool in acquiring more benefits and can be of great advantage in the

tourism area. This could provide a way on how to better react on tourist's demands.

Geographic advantage of Thailand is its mountains, waterfalls, hot springs, islands, beaches,

and marine resources.

The total length of Thailand's Gulf and Andaman Sea is approximately 2,800

kilometers. Thailand's 23 provinces located near the coastal area have an approximate total

of 320,000 square kilometers of maritime zones and approximately 513,000 kilometers total

land boundary. Thailand's geographic characteristics in the seashore have an approximate

length of 2,815 kilometers with 2 coasts including the coast of the Gulf of Thailand and

Andaman Sea. The Gulf of Thailand is situated in the South China Sea and the Pacific

Ocean, whereas the coast of the Andaman Sea is situated in the Indian Ocean. The Gulf of

Thailand is subdivided into 2 sides. The East side comprised of the coastal areas starting

from the center between the Thajean River delta and Chao Phraya River to the east and end at

the area of Ban Hard Lek in Trad at the border of Cambodia. This east side has an

approximate length of 544 kilometers. The West side of the Gulf of Thailand comprised of

the coastal areas from the center between the Thajean River delta and Chao Phraya River to

the west and end in the area of Su-ngaikolok River delta in Narathiwat at the border of

Malaysia. This west side has an approximate length of 1,334 kilometers. The Andaman Sea

coast area starts from Kra Buri River delta in Ranong (which is the next border of Myanmar

to the south) and end at the area of Satun located in the Strait of Malacca with the distance of

937 kilometers in the border of Malaysia. The wide ranges of Thailand's seas are situated in

the east of the Gulf of Thailand, the inner Gulf, and in the west of the Gulf. There are also

some sea areas of Thailand situated in the 2 parts of the Andaman Sea, north and south

Andaman. These coastal areas are rich with natural resources which Thailand highly utilized.

These areas are continuously being developed for marine tourism. These areas contribute to

generate more revenue to the kingdom of Thailand.

Aside from the rich and admirable Thai seas, the geographic advantage of Thailand

has brought them to be known to the world. Considering Table 4 in Appendix B, it shows the

important marine tourism activities that Thailand coastal areas offer: relaxation through

scenic viewing, diving, corals viewing, beach, sightseeing, visiting the fishermen's villages,

sailing, water sports, fishing, etc. Through these activities, Thailand is accommodating and

supporting a large number of tourists, coming from both Thais and foreign. As said

previously, Thailand is one of the countries that use its marine tourism as their selling point

and it utilizes its geographic advantage to attract more travellers to come to Thailand. Every

year, tourism in Thailand, specifically in the marine and beach area, increases. Thus, provides

an advantage not only to locals to have more job opportunities and higher income entering

the income of Thailand.

Thailand had been receiving an achievement in line with tourism awards. In the year

2007, Thailand was ranked as the number Destination on Value for Money. And in the year

2010, more than 16,000 people from around the world voted Bangkok was voted as the

World's Best City. This survey was done by one of the known US magazines, Travel &

Leisure. Based on Table 1.1, the famous beaches ranked from 1-5 were as follows : (1)

Bahamas, (2) Maldives, (3) Fiji, (4) Brazil, and (5) Greece. Other details of the ranking are

shown in the Table1.1.

Table 1.1

Rating the Type of Tourist Places around the World in 2007

Popularity

Rank

Authenticity

India

New Zealand Egypt

South

Africa

Thailand

History

Egypt

Italy

Turkey

Greece

India

Art and culture

Egypt

Italy

India

Greece

Japan

Resort/lodging option

USA

Bahamas

Canada

Italy

Singapore

Family

USA

New Zealand Canada

Spain

Singapore

Rest/relaxation

Maldives

Bahamas

Fiji

Jamaica

Greece

Beach

Bahamas

Maldives

Fiji

Brazil

Greece

Natural beauty

New

Zealand

Switzerland

Greece

Maldives

South

Africa

Beaten track/exotic

Peru

Costa Rica

Kenya

New

Zealand

Indonesia

Safety

Canada

Switzerland

New

Zealand

Australia

Denmark

Business

USA

Germany

France

Canada

China

Easiest to do business in

USA

Canada

Australia

U.K.

Singapore

Extend business trip

USA

Australia

France

Italy

Spain

Conference

USA

France

Singapore Canada

China

Nightlife/dining

Italy

Singapore

USA

Spain

Netherlands

Shopping

USA

Singapore

Italy

U.A.E.

Japan

Rising star

China

Croatia

U.A.E.

South

Africa

Argentina

Value for money

Thailand

Indonesia

USA

Turkey

Spain

Source: Future Brand

A study is further understood if you will consider the previous studies done in line

with it. And do some comparison to what had transpired and what is there to expect. One of

the best ways to compare is the ranking. From the rank arrangement conducted by Future

Brand, Thailand ranks number 7 in the year 2005 for the beach and seaside area. Then in

2006, Thailand ranks falls down to number 9. And in the year 2007 and 2008, Thailand rank

was removed from the first 10 ranks. Other countries in the Asia Pacific were able to deliver

the product at an outstanding way, thus, making them a way to reach the 1-10 rank. Thailand

has always been listed in the top 10 except in the year 2007 and 2008. This has given a push

to the tourism division to keep working and improve Thailand's standing. The development

of the tourist attraction in Thailand is one of the necessary steps in order to compete.

Moreover, in order do the strategic steps, a study must needs to be conducted to check on the

areas where development and improvement is necessary. One study was conducted

considering the 3 provincial provinces in Thailand, where tourism is most likely to grow.

These are the provinces of Phuket, Krabi, and Pang-nga. The study analyzed the

administration, marketing, target group, marketing strategies, goods and services, selling

point, and other pertinent data. The study focuses on bringing back the trend of Thailand to

be included again in of the preferred tourist spots. Through the years, up to the present, it can

be noticed that the studies and research done previously for Thailand tourism had greatly

helped in boosting up the rank of Thailand. It can be observed also, nowadays, that a large

number of tourists are coming in the kingdom. This study will also provide an aid to promote

the development and improvement of Thailand tourism, particularly, in the marine and beach

tourism area.

A survey was conducted in 2011 by the Tourism Authority of Thailand. This survey

is done to collect information from 69 countries, and to come up with a result on the top

maritime attractions preferred by foreigners. The result shows the following ranking: (1) Phi

Phi island in Krabi, (2) Koh Tao in Suratthani, (3) Pattaya Beach in Chonburi, (4) Alcazar in

Chonburi, and (5) Patong Beach in Phuket. Other results of the ranking are shown in Table

1.2.

Table 1.2

Popularity of Tourist Destinations in Thailand, 2011

Rank

Tourist Destination

Province

Phi Phi Island

Krabi

Koh Tao

Surat Thani

Pattaya Beach

Chonburi

Alcazar (The Best Cabaret show in Pattaya)

Chonburi

Patong Beach

Phuket

Koh Samet

Rayong

Mu Ko Similan

Phang Nga

Chatuchak Weekend Market

Bangkok

Maya Bay

Krabi

Jom Tien Beach

Chonburi

Source: Tourism Authority of Thailand

Tourism in Thailand is gaining more and more attention worldwide. It is continually

growing and figures in the studies show that the tourism industry seems to be in a good state.

There are more than 100 attractions in the Kingdom of Thailand. From the details shown in

Figure 1.1, it can be noticed that Thailand is at edge higher than Singapore and Malaysia,

which is considered to be Thailand's competitors on marine and beach attractions, shopping

centers, and golf courses.

Figure 1.1

The Number of Tourist Well Known Destinations in Asia

Source: Worldreviewer.com, Worldtravelguide..net, agoda..com, Euro monitor international

Thailand's land area shows that there is a total of 23 provinces that are situated near to

the coastal area. This total is considering the areas in the central part, eastern part, and the

southern part (Figure 1 in Appendix B). Figure 1.2 below shows the number of tourists

against the revenue entered Thailand from the year 2007 to 2009. Its highest value was in

2007 where there are 42 million tourists in the coastal provinces. It also indicates that the

highest revenue received was in the same year, 2007. In can be seen from Figure 1.3, that the

percentage of tourists last 2009 in the coastal provinces has 27%, higher than in Bangkok,

which has 22% and the 51% left is from other location. On the other hand, from Figure 1.4,

the percentage revenue in Bangkok is 41% higher than the revenue received from the coastal

provinces which is 33% (considering 22 provinces), and the 26% left are from the other

provinces. The number or available tourist ports are shown in Table 1.3. The details point

out that coast provinces are important in an economical way.

Figure 1.2

Statistics of Tourists and Income from Coastal provinces (2007-2009)

Source: http://www.mkh.in.th/index.php/2010-03-22-18-05-14/2010-03-26-05-53-09

Figure 1.3

Percentage of Tourists in Coastal Provinces, Bangkok and Other Provinces (2009)

Source: http://www.mkh.in.th/index.php/2010-03-22-18-05-14/2010-03-26-05-53-09

Figure 1.4

Percentage of Revenue from Coastal Provinces, Bangkok, other Provinces (2009)

Source: http://www.mkh.in.th/index.php/2010-03-22-18-05-14/2010-03-26-05-53-09

Table 1.3

Number of Tourist Ports

No.

Province

No. of Tourist Port

Trat

Chanthaburi

Rayong

Chon Buri

Chachoengsao

Samut Prakan

Bangkok

Samut Sakhon

Samut Songkhram

Phetchaburi

Prachuap Khiri Khan

Chumphon

Ranong

Surat Thani

Phangnga

Phuket

Krabi

Nakhon Si Thammarat

Trang

Satun

Songkhla

Pattani

Narathiwat

Source: http://www.md.go.th/statistic/service_statistic.php

It has been reiterated and discussed above, the marine and beach tourism in Thailand

is one most utilized area. It is also considered to be an important sub-division of tourism

because of its importance in generating revenue and in providing job opportunities. The

business on ecotourism for marine and beach has a very high potential in further development

and improvement. This research will concentrate on the development of Thailand's

ecotourism, marine, and beach tourism. It will consist of variables to consider which are: (1)

Products, (2) Attributes, (3) Management, (4) Satisfaction, (5) Tourist expenditures, and (6)

Tourist demographic. Furthermore, this study will also discover strategies that will (1)

Enhance the development of ecotourism, marine and beach tourism, (2) Help increase the

number of tourists to visit Thailand. Since the competition in the tourism market is

aggressive, this study will focus on satisfaction of the tourists in order to make Thailand as

their preferred destination specifically, to prefer to travel by marine and beach. The results of

this study will also be used in the planning and formulation of strategic steps and business

growth in the area of marine and beach tourism. Finally, these results will also help to

provide information for marketers and destination experts on how to improve and further

develop their area to be one of the most visited destinations.

Background of the Study

Thailand with its numerous attractions and tourist destinations continuous to amaze

the world with its marine and beach tourism. One of the best marine and beach destinations

in Thailand is Phuket. Phuket is Thailand's largest island and considered to be the most

famous. This island has an exceptional climate. The monsoon in Phuket comes earlier than

on the other part of the gulf and during the rainy season, the island will experience rain only

once or twice a day. Phuket is one of the southern provinces of Thailand. It is situated in the

area where it is connected to Phang Nga Province by Sarasin Bridge to the north. One of the

nearest provinces in Phuket which is also well known is Krabi, and to its east is the Phang

Nga Bay. Phuket has an area of 576 square kilometers and 222 square mi. This size is a little

smaller than Singapore, which has 277.6 sq. mi. During the early years, Phuket's known

trading business is the tin and rubber where the island enjoys its fullness and vibrant history.

During the 16

century, the European immigrants arrived in Phuket. Then the Dutch pearl

traders also landed to Thailand in search of new supplies of pearls. During these early years,

there was a discovery of vast sources of tin in Phuket. This made Phuket to be well known in

the production of tin. During the 19

century, the huge supplies of tin had attracted traders

from China. Phuket has enjoyed a lengthy history of tin mining and production. The island

was also once a major trading route between India and China. It is one of the dock areas of

foreign ships from French, Dutch, Portuguese and English brokers. The fullness of Phuket in

the business and trading of rubber and tin has vanished and one of its largest sources of

income at present comes from tourism. Phuket did not only once enjoy the richness of tin

and rubber but also the fertility of its natural resources. Its weather is perfect for the

agriculture of this province and gives a temperate scene for tourists who would like to enjoy

the scenic view of forest and ocean view. Phuket's territory also maintains different types of

plants and animals in support of their agriculture. This richness of this province made it to be

the wealthiest province in the Kingdom of Thailand. And as of 2016, the Office of the

National Economic and Social Development Board declared Phuket as the only province in

Thailand without poverty, maintaining its status as the richest province in the Kingdom

(http:// thephuketnews.com/phuket-named-thailand-richest-province-55797.php). .

The long history of Phuket for business trades had made this island famous, but this

status has not changed even today. In the area of tourism, particularly in the marine and

beach division, Phuket is one of the top destinations for tourists for relaxation and adventure.

Phuket offers numerous attractions to its visitors. A tourist who comes to Phuket will surely

be entertained with a diversity of activities that will make their holiday worthwhile. Aside

from the offered activities, the attractiveness of Phuket had been fashioned from its long

history of diverse ethnic groups, preserved culture, and its distinctive cuisines. It can't also

be denied that since this island had been a trading area for foreigners from its early years, it

has also been influenced by Sino-Portuguese architecture. The long and clear attractive

sandy beaches, rocky coastlines, large limestone cliffs providing a magnificent view of the

ocean, hills and forests, blooming varieties of tropical plants are just few on the list that

Phuket can offer. Water activities include diving with complete equipment (training is also

available), coral viewing, snorkeling, sailing, water sports, and fishing. Phuket has more

geographical variations compared to other islands in Thailand. In Phuket, there will not be

any dull moment for travellers because there is always an activity available on and off the

island, whether it's raining or shining. Moreover, beyond its natural heritage of water, sand,

and forest, visitors from different parts of the world, with diverse culture and tradition, does

not feel unwelcome because of Thai's well impressed hospitality.

The major beaches in Phuket, namely, Patong Beach, Kata Beach, Karon Beach, Nai

Han Beach, Mai Khao Beach, Nai Yang Beach offers training and equipment for diving

snorkeling, wind surfing, and sailing. There are also other beaches that visitors can visit in

Phuket aside from the major beaches mentioned earlier. These are Rawai Beach, Laem

Phrom Thep, Khao Rung, Kamala Beach, Nai Ton Beach, Surin Beach, Emerald Beach, and

Freedom Beach. Below are major activities offered in Phuket for the marine and beach area:

Diving

Diving activities will give the opportunity for visitors to have a first hand view of the

corals. It is a way of going deeper under and experience the water world. This is also an

opportunity to see various kinds of fishes and water plants in a clear sea water.

(http://www.chombeach.com/index.php?mo=3&art=216369)This is a sure enjoyment for

anyone who enjoys the adventure in the deep ocean. At the same time, this can also be a new

a n d g r e a t e x p e r i e n c e f o r s o m e o n e w h o w a n t s t o t r y n e w a d v e n t u r e

(http://surat.stkc.go.th/surat-ecology-marine-cautions). Diving activity is done with proper

training and instructions along with proper equipment.

Sailing

Sailing activities are very popular in the island of Phuket. Since the sea area is in

conjunction with Andaman Sea, the activity to travel by sea is one of the famous attractions.

This is an exciting activity for both Thais and foreigners. The experience to travel by sailboat

to behold the beauty of the Thai sea and the magnificent islands surrounding it is satisfying

for tourists. There are many sailboat rentals available in the area so it could accommodate a

large number of tourists who wish to ride in the boat. The handlers of the boat are experts

and well experienced to assure that this activity will surely be adored. One of the famous

events in sailing is the sailboat competition named Phuket King Cup, where anybody from

the visitors can compete, but one has to make sure that he can handle the boat properly.

Some considerations are also being taken into account before sailing to the island is done.

These are the weather and tide state, and the season crisis, which usually falls on June to

October. The staff of the island are well prepared with the necessities like communication

gadgets, medicine, plenty of drinking water, and food.

(http://thai.tourismthailand.org/activities/content-140-1.html).

Beach Tourism

There are many beaches found in Thailand. Each has different characteristics based

on landscapes and general environment. For example, the beach sand may be delicate, rough

or differ in color. The beaches can be found in the total 23 provinces that are located near the

coastal areas of Thailand, in the central part, eastern part, and in the southern part. One of the

best areas of beaches is in Phuket. The richness and attractiveness of the Thai sea and shores

made Thailand as one of the tourist attraction and destination for marine and beach activities.

Phuket offers the best marine and sea pleasures. In line with Adventures and unique

experience, there are rocky coastlines, large limestone cliffs facing the ocean, forest

adventures, island hills tropical plant life, and other nature adventures.

Phuket offers a lot of beaches, the major ones like Patong beach, Kata beach, Karon

beach, Nai Han beach, Mai Khao beach and Nai Yang beach were among the most talked

about tourist destinations. These marine areas offer activities such as diving, snorkeling, wind

surfing, sailing, and water sports. And there are still numerous attractions available for

foreign visitors. Aside from the major beaches mentioned earlier, there are also several

beaches in Phuket that travellers can consider to visit. These are Rawai Beach, Laem Phrom

Thep, Khao Rung, Kamala Beach, Nai Ton Beach, Surin Beach, Emerald Beach, and

Freedom Beach.

Many known beach and attractions can be seen in Phuket, these are: Rawai Beach,

Laem Phrom Thep, Nai Han Beach, Pa TongBay, Nai Yang Beach, Khao Rung, Kata Beach,

Kamala Beach, Nai Ton Beach, Surin Beach, Karon Beach, Emerald Beach, and Freedom

Beach. Beach attractions in other provinces are also shown in Table 1.4.

Table 1.4

Marine and Beach Attractions

Province

Marine Attractions

Chonburi

Bang Saen, Koh Si Chang, Pattaya, Koh

Larn, Koh Kham Yai, Bang Sare, Toey

Ngarm Beach, Jomtien Beach, Khang Khao

Beach

Rayong

Koh Samed, Mae Rumpung Beach, Koh

Talu, Koh Mun Nok, Hin Sui nam Sai

Chantaburi

Chao Lao Beach, Kung Wiman Beach

Trad

Ban Salak Petch-Ban Rong Than, Koh

Chang, Tharn Mayom Waterfall, White

Sand Beach, Koh Chang Tai, Koh Laoya,

Koh Wai, Koh Kham, Koh Ngarm, Koh

Kood, Koh Mark, Ao Bai Larn, Kai Bae

Beach, Silver Sand Beach, Sai Kaew Beach,

Tubtim Beach, Mai Rood Beach

Phetchaburi

Chao Samran Beach, Puek Tian Beach,

Cha-am Beach

Prachuab Kiri Khan

Hua Hin City, Khao Takiab, Suan Son

Prdipat, Ao Mae Rumpung, Khao Tao,

Khao Chong Krajok, Ao Manow, Ao

Prachuab Kiri Khan, Duan Korn Beach,

Laem Sala Beach

Chumphon

Sai Ree Beach, Tung Wua Lan Beach, Ko

Khao Beach, Pharadonphap Beach, Sai Ree

Sawee Beach

Suratthani

Koh Samui, Mu Koh Ang Thong, Koh Pha-

ngan, Rin Beach, Koh Tao, Koh Nang Yuan

Songkhla

Laem Samila, Songkhla Lake, Koh Yor

Pattalung

Thale Noi Waterfowl Park

Details

Pages
Type of Edition: Erstausgabe
Year: 2017
ISBN (PDF): 9783960676539
ISBN (Softcover): 9783960671534
File size: 2.7 MB
Language: English
Institution / College: Ramkhamhaeng University
Publication date: 2017 (June)
Keywords: Phuket Ecotourism Thai economy Bangkok Tourism industry Sea tourism Marine tourism Satisfaction Revisit Travel behavior Tourist approval

Author

Associate Professor Dr. Sinee Sankrusme (Author)

Potential Development Strategies on Marine and Beach Tourism

Summary

Excerpt

Table Of Contents

Details

Author

Associate Professor Dr. Sinee Sankrusme (Author)