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iv
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
2
) 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
2
) 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
2
)
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
v
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
vi
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).
ix
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
th
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
th
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
st
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.
x
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
nd
Global Conference on Business,
Economics, Management & Tourism, October 30-31 2014, Prague, Czech Republic.
14
.
Market Leader of Beer Chang. Entrepreneurship, Responsible Management, and Economic
Development, March 14-18, 2016, Cairo, Egypt.
xi
CONTENTS
Page
PREFACE i
ACKNOWLEDGMENTS vii
ABOUT THE AUTHOR viii
LIST OF TABLES xiv
LIST OF FIGURES
xv
CHAPTER 1
INTRODUCTION
1
Background of the Study
12
Purpose of the Study
18
Scope of the Study
18
Hypotheses
18
Expected Benefits
19
Definition of Terms
19
CHAPTER 2
LITERATURE REVIEW
20
Variables of the study
20
Satisfaction
21
The Relationship between Variables
23
Satisfaction and Expenditures Relationship
23
Satisfaction and Tourist Demography Relationship
26
Satisfaction and Product, Attributes, Management
Relationship
28
Satisfaction and Product
28
Satisfaction and Attributes
30
Satisfaction and Management
33
Concept of the Study Framework
36
xii
CHAPTER 3
RESEARCH METHODOLOGY
39
Population and Sample
39
Instrument of the Study
40
Questionnaire
40
Measurement of Variables
41
Product
41
Attributes
41
Management
41
Satisfaction
42
Tourist Expenditures
42
Tourist Demographics
42
Procedures of Research Tool Creation
44
Reliability
45
Data Collection
51
Data Analysis
52
CHAPTER 4
RESULTS OF THE STUDY
54
Travel Behavior and Statistical Features of the Respondents
54
Tourist Approval and Satisfaction
59
Model Fit
61
Hypothesis Testing
63
Structure Equation Model (SEM) Analysis
65
Prediction Coefficient
65
Direct and Indirect Effect in the Model
66
Measurement Quality
67
Convergent Validity
67
Discriminant Validity
69
xiii
CHAPTER 5
STRATEGIES ON MARINE AND BEACH TOURISM
71
Potential Development Strategies
71
Variables Influencing Tourism Product Development
72
Developing Marine and Beach Tourism Strategies
73
Tourism Development Plans and Strategic Development Plans
74
Marine and Beach Tourism Strategy (Tactics)
75
Framework Strategy
77
Product
77
Attributes
81
Management
84
Tourist Expenditures
86
Satisfaction
89
CHAPTER 6
CONCLUSION, DISCUSSION AND RECOMMENDATION
92
Summary and Conclusion
92
Discussion
94
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
5
1.2
Popularity of Tourist Destinations in Thailand, 2011
7
1.3
Number of Tourist Ports
11
1.4
Marine and Beach Attractions
16
2.1
The Items of the Questionnaire Used in the Structure Model
37
3.1
Variable Measurement, Number of Questions, and Sources
43
3.2
Reliability of Variables
46
3.3
Reliability of Tourism Product
47
3.4
Reliability of Tourism Attributes
48
3.5
Reliability of Tourism Management
49
3.6
Reliability of Tourist Expenditures
50
3.7
Reliability of Satisfaction
50
3.8
A 5 Point Likert Scale
52
4.1
Statistical Features of the Respondents
56
4.2
Nationality of the Respondents
58
4.3
Mean and Standard Deviation of Studied Variables
60
4.4
Indices and Statistic Value to Investigate of the Proposal Model
62
4.5
Results of Hypothesis Testing
64
4.6
Direct, Indirect and Total Effect in the Mod
el 67
4.7
Convergent Validity and Reliability of the Scales
69
4.8
Discriminant Validity of Scales
70
xv
LIST OF FIGURES
Page
Figure
1.1
The Number of Tourist Well Known Destinations in Asia
8
1.2 Statistics of Tourists and Income from Coastal provinces (2007-2009)
9
1.3 Percentage of Tourists in Coastal Provinces, Bangkok and Other Provinces
(2009)
9
1.4 Percentage of Revenue from Coastal Provinces, Bangkok, other Provinces
(2009)
10
2.1 Relationship between Satisfaction and Tourist Demographic, Tourist
Expenditures, Product, Attributes, Management
36
4.1 Structure Equation Model of Factors Influence Satisfaction
65
1
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
th
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
2
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.
3
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.
4
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.
5
Table 1.1
Rating the Type of Tourist Places around the World in 2007
Popularity
Rank
1
2
3
4
5
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
6
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.
7
Table 1.2
Popularity of Tourist Destinations in Thailand, 2011
Rank
Tourist Destination
Province
1
Phi Phi Island
Krabi
2
Koh Tao
Surat Thani
3
Pattaya Beach
Chonburi
4
Alcazar (The Best Cabaret show in Pattaya)
Chonburi
5
Patong Beach
Phuket
6
Koh Samet
Rayong
7
Mu Ko Similan
Phang Nga
8
Chatuchak Weekend Market
Bangkok
9
Maya Bay
Krabi
10
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.
8
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.
9
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
10
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
11
Table 1.3
Number of Tourist Ports
No.
Province
No. of Tourist Port
1
Trat
5
2
Chanthaburi
1
3
Rayong
6
4
Chon Buri
8
5
Chachoengsao
-
6
Samut Prakan
4
7
Bangkok
-
8
Samut Sakhon
4
9
Samut Songkhram
1
10
Phetchaburi
3
11
Prachuap Khiri Khan
1
12
Chumphon
5
13
Ranong
3
14
Surat Thani
6
15
Phangnga
8
16
Phuket
6
17
Krabi
6
18
Nakhon Si Thammarat
2
19
Trang
3
20
Satun
4
21
Songkhla
3
22
Pattani
-
23
Narathiwat
-
Source: http://www.md.go.th/statistic/service_statistic.php
12
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
th
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
th
century, the huge supplies of tin had attracted traders
13
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.
14
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).
15
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.
16
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
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