The Potential of Phuket Tourism Development to be World Class Destination with Sustainability

1
The Potential of Phuket Tourism Development to be
World Class Destination with Sustainability

• Associate Professor Manat Chaisawat
• Miss Piyanart Apithambaundit
• Miss Watcharee Chamnina
• Faculty of Service Industries
• Prince of Songkla University
• Funded by The Thailand Research Fund(TFR)

2
Thailands Vision of Tourism Development

• To achieve a Thai Uniqueness of World Class
  Destination both in terms of services and
  environmental conservation in 2012 (8th NESDP)
• To declare Tourism Sustainable as a national
  agenda to lead people, private sector and public
  sector to combine efforts for preservation the
  sustainability of tourism resources (9th NESDP,
  2002-2006)
• To position Thai tourism industry as a Quality
  Destination, specifically Chiangmai and Phuket to
  be international world class destination during
  2002-2006.

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Objectives of the study

• 1. To study the present situation of supply
  factors(tourism products) whether they have
  enough potential to be developed as a world class
  destination standard or not.
• 2. To study Phuket tourism system of the internal
  and external relationships whether the system is
  being developed to the quality of world class
  destination standard or not.

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Definitions Phuket Tourism System

• Phuket tourism system and its relationships is
  explained by stakeholders in the Phuket tourism
  industry. The system can be viewed as an
  inter-related system of demand and supply
  factors.
• Demand Factors
• International tourist markets
• Domestic tourist markets
• Residents use of tourist attractions,
  facilities and servioces.

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Phuket tourism System(Contn)

• Supply Factors
• Attraction and activities
• Accommodations
• Transportation
• Other tourist facilities and services
• Other infrastructure
• Institutional elements

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Tourism Situation in Phuket

• Number of visitors 1997 1998 1999 2000 2001
• Thai .747 .779 .915 .961 1.077
• Intl visitors 1.653 1.881
  2.167 2.498 2.712
• Total(Million) 2.401
  2.660 3.083 3.459 3.789
• Rate of change () 4.84
  10.78 15.89 12.21 9.54
• Total Thailand 7.221 7.764
  8.580 9.510 10.061
• Rate of change () 0.41 7.53
  10.50 10.83 5.83

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Tourism Situation in Phuket

• Tourism Receipts for Phuket during 1997-2001
  (unitbillion baht) 1997 1998
  1999 2000 2001
• Thai 4.115 5.034
  7.810 9.149 10.410
• Intl visitors 25.721 37.658 47.903
  53.099 59.258
• Total 29.836 42.692 55.714
  62.248 69.669
• change 4.90 43.09 30.5
  11.73 11.92
• Total Thailand 220.75 242.18 253.02
  286.27 299.05
• change 0.63 9.70 4.48
  13.07 4.54

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Tourism Situation in Phuket

• Number of Hotels establishment during 1998 -
  2001
• 1998
  1999 2000 2001
• Number of hotels 293 303
  344 510
• change -
  3.41 13.53 48.26
• Number of rooms 17,952 20,150
  19,574 26,759
• change -5.31 12.24
  -2.86 36.71
• Occupancy rate () 58.87 63.40
  67.14 58.86
• Days of stay(days) 3.25 3.25
  3.31 3.53
• Sourse TAT, Southern Office Region 4

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Occupancy rate and average room rate of the
members of Thai Hotels Association in Phuket
during 1997-98 - 2000-01

• Year 1997/98 1998/99 1999/00
  2000/01
• Occupancy rate () 73.56 72.49
  67.21 63.39
• change -1.45
  -7.28 -5.68
• Average room rate(baht) 2,363.67 2,758.58
  3.085.83 3,276.38
• change 16.71
  11.86 6.17

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Tourism Product Life Cycle (PLC)

• From the implication of tourism PLC, Phuket,
  now, might be in the stages of consolidation and
  stagnation.
• The total population of Phuket, now, are about
  500,000(registered nonregistered) as opposed to
  the visitors of 3.789 millions in 2001
• Phuket needs to repositioning itself and to
  formulate the new strategy for sustainable growth
  in the future.

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Sustainable Development

• Brundtland Commission Report
• Development that meets the needs of the present
  without compromising the ability of future
  generations to meet their own needs

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Sustainable Tourism

• The World Tourism Organization defines
  Sustainable Tourism
• Sustainable tourism development meets the needs
  of present tourists and host regions while
  protecting and enhancing opportunities for the
  future. It is envisaged as leading to management
  of all resources in such a way that economic,
  social and aesthetic needs can be fulfilled while
  maintaining cultural integrity, essential
  ecological processes, biological diversity and
  life support systems.

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A World Class Destination

• Beautiful and undeteriorated destination
• Maintaining a Thai unique custom and culture to
  worldwide
• Unpolluted environment
• Having safe from crime, accident and sanitary
• Having enough infrastructures and facilities to
  offer quality standard
• Having a good system of transportation
• Having a worldwide telecommunication system to be
  able to contact with major tourism cities

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A World Class Destination

• Beautiful and undeteriorated destination
• Maintaining a Thai unique custom and culture to
  worldwide
• Unpolluted environment
• Having safe from crime, accident and sanitary
• Having enough infrastructures and facilities to
  offer quality standard
• Having a good system of transportation
• Having a worldwide telecommunication system to be
  able to contact with major tourism cities

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Global Code of Ethics for Tourism

• Aiming to promote responsible, sustainable and
  universally accessible tourism in the framework
  of the right of all persons to use their time for
  leisure or travel with respect for the choices of
  society of all peoples,
• But convinced that the world tourism industry as
  a whole has much to gain by operating in an
  environment that favours the market economy,
  private enterprise and free trade and that serves
  to optimize its beneficial effects on the
  creation of wealth and employment,

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Global Code of Ethics for Tourism

• Also firmly convinced that, provided a number of
  principles and a certain number of rules are
  observes, responsible and sustainable tourism is
  by no means in compatible with the growing
  liberalization of the conditions governing trade
  in services and under whose aegis the enterprises
  of this sector operate and that is possible to
  reconcile in this sector economy and ecology,
  environment and development, openness to
  international trade and protection of social and
  cultural identities,

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Global Code of Ethics for Tourism

• Considering that, with such an approach, all the
  stakeholders in tourism development national,
  regional and local administrations, enterprises,
  business associations, workers in the sector,
  non-governmental organizations and bodies of all
  kinds belonging to the tourism industry, as well
  as host communities, the media and the tourists
  themselves, have different albeit interdependence
  responsibilities in the individual and societal
  development of tourism and that the formation of
  their individual rights and duties will
  contribute to meeting this aim,

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Global Code of Ethics for Tourism

• Committed in keeping with the aims pursued by the
  World Tourism Organization itself since adopting
  resolution 364(XII) at its General Assembly of
  1997(Istanbul), to promote a genuine partnership
  between the public and private stakeholders in
  tourism development, and wishing to see a
  partnership and cooperation of the same kind
  extend, in an open and balanced way, to the
  relations between generating and receiving
  countries and their respective tourism
  industries.

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Methodology

• 1. The Global Code of Ethics for Tourism(GCE)
  developed by the World Tourism Organization (WTO)
  were used as the reference indicators for
  measurement. GCE doesnt explicitly stated the
  indicators in quantitative terms, so the
  checklist developed by Groupe Developpment
  (December 2000) were used as a pilot study to
  evaluated 8 tourism sites.
• 2. To evaluated the implementation of tourism
  plans of stakeholders in Phuket tourism industry.
  

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Methodology (Contn)

• 3. To observe and record the actual tourism
  activities on sites and indept interview the
  stakerholders in each area.
• 4. To study the secondary data and figures
  related to tourism development in Phuket of the
  other organizations.

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Conclusion and Recommedations

• From the evaluation of 8 tourism sites, by using
  16 indicators developed by the Groupe
  Dveloppment, we found that Phuket has an average
  compatibility with the objectives of sustainable
  development and must be improved.
• The government should decentralize powers to
  localities for the purpose of independence and
  self-determination of local affairs. The state
  should promote and encourage public participation
  in the preservation, maintenance and protection
  of the quality of the environment in accordance
  with the persistent development principle as well
  as the control and elimination of pollution
  affecting public health,sanitary conditions,
  welfare and quality of life.
• It is necessary to adopt a controlled growth
  development strategy for tourism development in
  Phuket.

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Conclusion and Recommendation (Cont)

• To increase the revenue from tourism industry in
  Phuket is not only coming from the number of
  visitors, but there is a need to repositioning
  itself as a quality destination by diversifying
  the market, quality improvement of the tourism
  products, and lengthen the tourist season.
• The other avenue to increase revenue from tourism
  industry is to link tourism industry to the other
  economic sectors, such as agricultural sector by
  creating value added to agricultural products.
• There is a need to support tourism education and
  public awareness of the social and economic
  benefitsas well as the negative impacts from
  Phuket tourism industry.