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The Royal Coast Tourism: Area Potential and Integrated Management for Sustainable Coastal Tourism Development

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The Royal Coast Tourism: Area Potential and Integrated Management for Sustainable Coastal Tourism Development Volume 3 Number 2, July-December 2015 THE ROYAL COAST TOURISM: AREA POTENTIAL AND INTEGRATED MANAGEMENT FOR SUSTAINABLE COASTAL TOURISM DEVELOPMENT Maturose Prabpriree Asst. Prof. Dr. Thirachaya Maneenetr Tourism and Hospitality Innovation Management, Faculty of Management Science, Khon Kaen University, Thailand ABSTRACT public and private sectors were This article was a study of sustainable managing coastal tourism in different coastal tourism in the Royal Coast, ways. Most tourists preferred to visit which aimed to analyze the content of Phetchaburi, then Prachuap Khiri tourism in the Royal Coast, including Khan and finally Chumphon Phetchaburi, Prachuap Khiri Khan, respectively but the highest income and Chumphon Provinces; and to from tourism was from Prachuap study the integrated tourism Khiri Khan Province. The most management concepts which created competitive areas for business were competitive competence in economic, value and quality of tourist social and environmental sustain- attractions. As for the external ability contexts. Document research, environment issues there were the in depth interviews, 35 key preparation for the AEC, trends informants and focus group, 84 toward increased consumption of representatives from local community green tourism and the influence of were employed for this study. The technology positively affect the coastal tourism situation had been competitiveness of the sectors while analyzed and adapted from five natural disasters negatively affected theme-based issues were area-based, to the Royal Coast area. networking, tourists, competition, and 2) It was suggested that external environment. The results further development and integration were as follows: of the economic, social and 1) The situation analysis of environmental aspects should be the five issues found that there were implemented. The management approximately 586.23 kilometers of approach of each province would coast line along the three provinces depend upon the context or the with more than 76 beaches and potential of tourism resources. The mangrove areas. Problems found area integrated management should invasion and wastewater. The concern community and area as the corporation of the stakeholders, both green tourism concept is not only for 106 Volume 3 Number 2, July-December 2015 profit but also to reach environmental Nations Environment Programme harmony and sustainable tourism. [UNEP], 2009). These showed that coastal tourism has been an important sector and effect to other parts of the KEY WORDS hospitality industry as well. Therefore, trends in coastal Coastal Tourism, Sustainable tourism management are now a Tourism Management, Royal Coast complex service which, for example, consists of spa businesses, ports, golf clubs, shopping malls and resorts. INTRODUCTION (Wanzer, 2009) These have caused Since 1950, international coastal tourism to be more com- tourism has seen increasing growth, plicated and related to many many types of tourism such as natural businesses. Then the stakeholders tourism, cultural tourism, and other must understand very well the use of types of tourism have become well these areas as tourism destinations known. These also include coastal when determining the development tourism where activities related to polices and developing the facilities. ecological and economical interests (Honey & Krantz, 2009) have increased since the beginning of However, the coastal zones the century (Suanez & Bruzzi, 1999) also have problems involved with the or as a result of the emergence of growing human pressure in terms of mass tourism since the 1970s. changes in land use associated with (Buhalis, 2000) and it has offered the new accessibility and intensification chance for leisure, physical activities of recreational use (beaches, water and pleasure of all age and social sports). (Veloso-Gomes, Taveira- groups. (Gormsen, 1997, Butler, Pinto, 2003, Swarbrooke, 1999) 1980) United Nations World Tourism Negative impacts of the development Organization [UNWTO] (as cited in and promotion include pressure in the UNEP, 2009). said the coast has a destination, over carrying capacity large area where tourism has been and crowding, (Mora, 2008), lack of steady growth such as in the transportation links connecting sites, Mediterranean, one of the most unequal support between environ- famous coastal tourism areas in the mental management and tourism world, had more than 250 million marketing have been shown the tourists in 2008 and will reach failure of environmental management 312million by2025 (Blue Plan, 2005 (Hall, 2001)Furthermore, the impacts as cited in UNEP, 2009). The density on cultural community has stopped of use for the coastal areas in France them from following their own culture. and Spain are more than 2,300 (E.J., 1997) persons per square kilometers (United Thailand is a country which has coastal areas in 23 provinces of 107 Volume 3 Number 2, July-December 2015 which 6 provinces are on the component matches the demand side. Andaman Sea and 17 provinces on (Gunn, 1994, Giraldi, 2009) the Gulf of Thailand. Prachuap Khiri Therefore, it is necessary to study the Khan Province, one of the study sites, present tourism situation in the Royal has the longest coast line with 251 Coast in order to have the suitable kilometers and Bangkok, the capital direction and focus on sustainability of Thailand has the shortest coastal efforts which involve economic, line with only 5.5 kilometers. environmental, social and cultural (Aquatic Resources Research dimensions (Hult, G. T. M., 2011). Institute, 2009) According to the This study looked for lessons to learn survey of the most popular destina- from examples from areas across the tions in Thailand, it found that more world that have had similar than 70 percent favor marine and circumstances (de Kraker, 2011), to coastal tourism. The sea, sand and contribute to an integrated approach sunare popular with both interna- on sustainable tourism development tional and domestic tourists. in general. (Farsari, & Prastacos, Moreover, they were also the 2000) top of the most famous 100 Amazing Places in Thailand, which was an online survey of 3,389 international OBJECTIVES AND RESEARCH tourists from 68 countries who had METHODOLOGY been in Thailand in 2011. The The aims of this study were Tourism Authority of Thailand said focused on coastal tourism manage- the number of tourists has increased ment situation which adapted from 5 from 18.3 million tourists to 19 Cs; company (area-based), collabora- million in 2012. tion (networking), consumer, Coastal tourism development (tourists), competition, and context or is highly concentrated within climate (external environment). It Thailand. It is shown that areas such was also studied in the aspects of as of the Royal Coast, Phetchaburi, competence in economic, social and Prachuap Khiri Khan, and Chumphon environmental sustainability contexts. Provinces have been selected for The secondary data was employed to being a tourism marketing cluster, analyse the situation in the Royal should be primary candidates for a Coast area and to create the study for developing them in a structured and semi-structured sustainable way because these areas interview for key informants. This will be raised and upgraded as an study was qualitative research: 1) in- international destination in the future. depth interview, the 35 key It has been recommended that the informants, the host sides or stake- success of the coastal tourism holders in the Royal Coast from local development can be achieved community, local government according to how well the supply 108 Volume 3 Number 2, July-December 2015 officers, entrepreneurs and scholars; Khiri Khan, Bangsapan and 2) focus group, 84 representatives Chumphon). In 2008, the government from the local community where endorsed the principles and allowed located in the coastal area, was held the Department of Tourism and Sport three times. The content analysis was to undertake a feasibility study for the used to describe and analyse the integrated action plan which should sustainable coastal tourism in these be concerned about people agree- area. ment, zoning, carrying capacity and related to the Southern Seaboard and provincial strategy plan. STUDY AREA The Royal Coast became one The study area was located in of 14 tourism clusters and tourism the western part of the Gulf of marketing themes in 2009 and was Thailand. Since 2005, the govern- restructured into 8 clusters with the ment had decided to raise and same name again in 2011. (Ministry develop Phetchaburi, Prachuap Khiri of Tourism & Sports, 2007) Khan, Chumphon, and Rayong However, the researcher had selected provinces to be potential clusters only 3 provinces except Ranong which they will be able to develop on province because these three areas the same standard destination as the had a boundary on the Gulf of Rivera/Mediterranean coastline. Then Thailand and had a continuous long the Royal Coast concept has been set coastline which can be easily to and named for these areas. These integrate and manage in the same four provinces have the longest way. The three coastal sample sites coastline, 528 kilometers in Thailand. were chosen in various conditions They also have 37 beautiful and according to the 6 As, attractions, attractive beaches, 10 gulfs, 25 available packages, accessibility, islands and 15 national parks. activities, amenities, ancillary Moreover, the transportation to these services (Buhalis, 2000), well known, provinces can access them in 3 ways,
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