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,

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 , then Prachuap Khiri tourism in the Royal Coast, including Khan and finally Phetchaburi, , 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 . 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 , 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 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, popular and famous for both tourists, by road and rail (Phechakasem locals and foreigners. They were Road), by air (Huahin airport, Wing Cha-am beach in Phetchaburi, Hua- 53 Network Centric Air Bases, hin beach in Prachuap Khiri Khan, Pratew Airport and Ranong Airport) and Had Sai Ree beach in Chumphon and by water (ports at Cha-am, provinces. Huahin, Sam Roi Yod, Prachuap

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Phetchaburi

PrachuapKhiri Khan

Ranong Chumphon

Figure 1. Map of Thailand and the Royal Coast Cluster.

Source: Map of Thailand, http://www.patongresidence.com/images/thailand- map.jpg

RESULTS AND DISCUSSIONS situation analysis model (Figure 2) and PESTEL analysis which were The tourism situation in the also used for analyze the situation of Royal Coast this study The following section dis- the organization. Then cussed the cross-sector interaction of applied these concepts to demonstrate the situation analysis implementing 5 the tourism situation along the Royal Cs analysis, company, collaboration, Coast in order to present the consumer, competition and climate integrated management of the coastal . which had been adapt for tourism tourism in three provinces

Tourism Siutation Analysis

Company Collaboration Customer Competition Climate

Area- Touris Organization Network Value/Quality PESTEL based behavior

Figure 2.Adaptation of Cs analysis for tourism situation analysis.

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Territorial features: Area-based attractions, activities and events. The coastal destinationmanagement total, 76 beaches which has potential The Royal Coast situated in and are attractive. The beaches are the western region which was the under the responsibility of local gate way to the southern. Its governments among 54beaches are geographical characteristic of the area standard beaches 34 beaches. There is not far from Bangkok, capital of are 19 beaches which are under the Thailand. There are 18 districts which government agencies explicitly (such close to the coast and its length of the as National Parks, Wildlife and Plant coast stretch over more than 586.23 Conservation Department, the Navy kilometers with potential natural and other government agencies) and resources beaches, shorelines, 3 beaches which are taken care by mangroves forest and manmade others. (Table 1.)

Table 1. Length of coast and number of beaches in the Royal Coast. Length Beaches (local government) Beaches of Beaches Provinces District Number Standard (national Total Coast (others) park) (km) of Beaches Beaches Phetchaburi, 4 91.73 9 6 - - 9 Prachuap 8 246.75 24 15 8 3 35 Khiri Khan Chumphon 6 247.75 21 13 11 - 32 Total 18 586.23 54 34 19 3 76 Source: http://www.dmcr.go.th/marinecenter/erosion.php http://www.mascat.org/kmp/coastprov.htm

This study selected only the etc. This can be described that three three sample beaches sites in three provinces are able to receive different provinces which were Cha-am beach types of tourists, mass tourists, high- in Phetchaburi, Hua-Hin beach in end and alternative tourists. 2) The Prachuap Khiri Khan, and Had community or residential areas who SaiRee beach in Chumphon. It found both related to the beach user directly that each area could be divided in to 3 and indirectly. 3) The conservation parts; they are 1) the area for tourism area; mangrove forests and aquatic activities and recreation, where could conservation, was just a few areas be to create activities and events all and was in charge of local year round, for instance, Seafood and community such as planting Ecotourism Festival at Cha-am mangrove forest, establishing crab beach, Kite Festival, Hua-Hin Jazz bank. (Table 2.) Festival, and Open Chumphon Sea,

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Table 2.Classified area and tourism activities. Classified area Coastal Tourism activities and Community and Conservation area recreation area residential area area Cha-am, Main activities; There is an open beach - Mangrove forest Phetchaburi swimming, water sport, where is easy for visitor to - Crab sun bathing, relaxing, access the beach. Across bank/nursery eating seafood, the road and along it, there Other activities; are many communities and make merit, planting tourist amenities such as mangrove forest, hotels, restaurant, travel mangrove trail, study agencies, shops etc., visit located behind the beach. Huahin, Main activities; This area used to be the - Ancient house Prachuap swimming, sun bathing, houses or resorts of the which situated in Khiri Khan relaxing, horse riding, royals and vassals which the community eating seafood located next to the beach and aged over 100 Other activities; after that these become the years shopping, sightseeing communities and tourist ancient house, study amenities. Then this beach visit, make merit is different from others and there is two public ways to get the beach Had SaiRee, Main activities; This beach is similar to Doctor Porn Herb Chumphon swimming, sun bathing, Cha-am beach but there is Garden relaxing, horse riding, far from highway, eating seafood, Phetchakasem road, Other activities; approximately 20 shopping, study visit, kilometers which has make merit, herb fewer tourists and garden amenities.

Problem issues coastal erosion. However, there were There were two problem several types of coastal defense issues which occur in the coastal area projects, both hard and soft solutions. and effected to tourism. Natural As for hard solution, structural disaster, firstly, in 1989, Prachuap methods, was used to protect the Khiri Khan and Chumphon had a sandy beaches and generally huge disaster from Typhoon Gay. appropriate for chronic and severe This caused great detriment for erosion sites. Breakwater, groin, people’s lives, property, natural seawall and headland were typically environment and national economy. used as shore protection structures. Now people are facing the problem of These measures were fully effective

112 Volume 3 Number 2, July-December 2015 to the protected beaches or areas but different ways of the coastal they had affected to adjacent areas. In management. It showed that central the coastal resource restoration zones, government and local government are beach nourishment and mangrove major responsible almost overall afforestation were generally used as functions except the role of study and soft solution, where the wave energy research. Their aim was to create rather low. (Rattanamanee, 2011) both sustainable development and The second problem issue economic stimulus to the area. The caused from human or congestion of community locating in the three tourism activities which directly beaches had an opportunity to impact on people and the participate and had obtained support environment at destinations. These differently depending on their strongly affected by concentration in responsibilities. The community who seasonality, degradation of sand located in the main tourism quality, beacherosion, water destination or those who supported pollution, eyesight pollution, and promoted tourism in their own increase garbage and waste, overuse destination could involve and had of water and land for leisure formulated their plans and activities facilities, changing of the landscape vividly. However, the community from the infrastructure, buildings that did not have any tourism and facilities and disturbance of activities would not be able to engage local people, noise and traffic. in any tourism plans.Most of However, the tourism stakeholders enterprises had their own private have concern about these impacts. strategic plan and activities which Then the sustainable tourism aim for economic and incomes. These management often raises and is mean that they joined and only integrated into both central and local participated in some sectors. policies, tourism promotions and However, these three agencies were marketing such as 7 Greens the direct beach user and the campaign, etc. resources were important for them as an economic base and as an Destination management environmental heritage. Moreover, organization: Who will responsible their action was as also the manager and action for the Royal Coast? to keep maintaining their asset. This study found and divided (Mimura, 2008) Institutional Educa- the agencies or stakeholders into five tions were the organizations which groups which acted in public or major support other stakeholders especially responsibility or directly and to acknowledge, train labors to serve indirectly related to coastal manage- the hospitality services and do ment. However, Table 3 illustrated research about the coastal tourism in roles and functions of each organiza- new aspects. At the Royal Coast, tion that involved and participated in there also had non governments 113 Volume 3 Number 2, July-December 2015 which operated by local community aware about the degradation of the or central sectors. Their plans and royal coast and are pleased to create activities may not be directly and take account into solving the involved with tourism but they could impacts and support the sustainability attract the special tourists to join of coastal tourism. them. However, all of them were

Table 3. Key agencies involved the coastal tourism destination management. Roles and Institutional Government Enterprises Community NGOs authorities Education National Determine policy Private/Related policy and Private Local plan Private Strategy/ to province planning Local plan Create projects Major Private/Join Major/Join Join Private/Join /activities Safe the Specific Major Private/Join Major/Join Indirect/Join environment area Afford and Major - Join Indirect - facilitate Indirect / Security Major Indirect Major/Join Indirect specific area Mass coastal Budget tourism/ risk Private - Indirect - area Develop and Indirect / manage Major Private Join Indirect /Join Specific sites/people area Tourism All coastal Promotion tourism Private Join Indirect - and destination Advertising Study/ Join - Join Major - Research Pass on Major Private Major Major Major knowledge

Networking, corporation and province. This was because each cluster organization has different strengths The situation analysis referred and weaknesses, for example, the to the collaboration which this study government had budget but lacks of found that the stakeholders, Table 3, knowledge or marketing concept so were well cooperated. They created they ask to cooperate with the formal and informal network in each institutional education and entrepre- 114 Volume 3 Number 2, July-December 2015 neur. In pooling efforts together, they Prachuap Khiri Khan Province can create effective cooperation and because they were defined that they empower the groups or networks; were in the same Western region but especially for the coastal tourism Chumphon was in the Southern network (Swarbrooke, 1999) which region. had the ability to strongly coordinate Trends towards tourist and implement with every level of behavior: Service, value and coastal destination (Haugland, Ness, quality in the destination Gronseth & Aarstad, 2011, Novelli, The emergence of new M., Schmitz, & Spencer, 2006). In tourism destinations has increased the addition, the levels of understanding competition among in sustainable coastal tourism existing mass coastal tourism management were quite difference, destinations for sun, sea and sand therefore, it was necessary for the (3S). There has also been an tourism network to understand this increased differentiation of tourist concept in the same direction. demand and a trend to new forms of However, the existing net- active, special interest tourism work they were having at the moment (Maroudas & Tsartas, 1998) The was only within each province. This reasons of most Thai tourists who could be shown that it had only the visit the Royal Coast want to contact same master policy, top down, which with nature, relaxation, and visit was said that they were in the same friends and relations, whereas the cluster. Nevertheless, there was less international tourists aim for only collaboration among groups such as relaxation. Table 4 below, showed there was no linkage tourism route the number of tourists in Phetchaburi within the three provinces. The link which had more tourists than others, and connection plan were only in in contrast, Prachuap Khiri Khan got Cha-am district, Phetchaburi more revenues than others despite Province and Hua-Hin district, having closely the duration of stay.

Table 4.Number of Tourists and Revenues. Thai International Incomes Province Total tourists tourists (Million Bht.) Phetchaburi 5,253,509 446,810 5,700,319 19,117.01 Prachuap Khiri Khan 3,730,557 930,437 4,660,994 25,905.56 Chumphon 1,107,739 96,238 1,203,977 5,280.91 Source: Tourism Authority of Thailand, 2014.

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The tourists behavior could be technology, internet, would have divided into two groups, firstly the more influence to tourist decision. mass tourists which were a large group and alternative tourism who Tools of competitiveness: seek for the responsible tourism. the value and quality of the coastal According to the global warming destination concern, trends about green concept Activities and events were (Leslie, 2009: 11) it was a chance for significantly important to attract the tourism business to adapt and tourist to visit. Each province had set promote themselves as green activities and events calendar all year accommodations or responsible round, including the green season or tourism. Many hotels had the policy offseason. Then the competitions and regulation about energy and between the stakeholders had water saving, recycle process. The different aspects because their aimed best practice and successful green and mission depend on the policy and resort, Chumphon Cabana Beach nature of organization. In the past Resort, has brought and adapted the until now, the pattern of competition sufficiency economy concept to has been changed from only pricing manage the resort. This concept was and promotion to more concern about invented by His Majesty and very image scape, value of money, quality well known in Thailand which was of service product and destination, friendly to environment. It helped and experience which tourists would resort to reduce the expenditures and get more benefits. In order to create get more incomes. Moreover, it the differentiated coastal destination, could attract tourists, green tourists to they could identify the characteristics stay and visit how it is successful. of each coastal destination and Tourists could get information integrate them to be as one about these areas in several ways. destination. (Ioannis & Vayanni, Most domestic and international 2003, Micallef, 2003). Figure 3 tourists received information about showed that each beach had its own the destination from words of mouth unique but the primary need would be and found that internet was growing natural, cleanliness and safety beach. and popular for both Thai and The others depended on facilities, international tourists. Page, (2007) activities, number of tourists, stated and forecasted that information distance, investment and policy.

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Cha-am beach natural beach varieties amusement

Huahin beach natural beach Hub of the Royal Coast nostalgia

Had Sai Ree beach natural beach relax calm/slow movement

Figure 3. Brand of the destination.

The ability of the competitiveness on PESTEL: the external the coastal destination would not be environment analysis managed only one single organization There are many kinds of (Table 2), it should ask for the environmental analyses. This study cooperation with other stakeholders. was used and applied The participation could build more PESTELanalysis, political, economic, quality of the coast and motivate the social, and technological, environ- demands of tourist. (Huybers & mental and legal, to describe the Bennett, 2003) Therefore, the good external environment analysis which coastal tourism management would contributing a strategic analysis or showed up the carrying capacity on doing market research. (Lan, Ye, social and environment, safe for &Lim, 2009) The results gave an habitats and human, high overview of the different macro employment, high occupancy rate, environmental factors that the waste management, recycled, and get stakeholders had to take into con- environmental rewards. (Blancas, sideration. The following, Table 6, Gonzalez, Lozano-Oyola& Perez, explained the factors which related to Fatima, 2010) the external environment of the Royal Coast tourism.

Table 6. PESTEL analysis. PESTEL External environment factors Politics - The stability of the local and central politics was effect to investment and tourist motivation. - Government plan to build the railway high speed between Bangkok-Huahin. - Fuel tax and price highly increase.. - The government situation was instability

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PESTEL External environment factors Economic - The stakeholders prepared to AEC in 2015. - The inflation of money and the strong baht has both positive and negative for tourism business grows and expands, for example, it increases the number of Thai tourists travel aboard. - The price of patrol was affect to economy and travel decision making. Social - Trends and influence of the social network help to promote coastal destination. - There were safety coastal zone for tourism activities. Technological - ICT became more important for marketing propose and solving coastal erosion. Environmental - The advantages of good weather, climate and location. - Some areas faced to coastal erosion. - Green economy and 7 Greens concept were applied to how stakeholders manage and create new products or destination with more sustainable. Legal There were many kinds of laws which control and force stakeholders to follow such as consumer law, employment law, and health and safety law, act of tourism and guide, Act of hotel business, Act of environment, EIA etc.

CONCLUSIONS AND and quality are new tools for RECOMMENDATIONS competition, and the effects of external environment factors for the The article was the study of coastal tourism management. As for the sustainable coastal tourism in the the situational analysis for the Royal Royal Coast which presented the Coast, the area could be classified in situation analysis of the coastal to 3 parts; they are 1) the area for destination in three provinces. These tourism activities and recreation: 2) provinces had set into the same the community or residential areas: cluster despite its situated in different and 3) the conservation area which region. The integrated of the situation was the smallest part that was analysis patterns, 5Cs and PESTEL conserved for aquatic animals. were used for describing the coastal Consideration in various levels would tourism in five issues, the strength be essential in the development of and weakness of area-based tourism, tourism destination: especially, the roles of the organization or tourism potential area or the linked stakeholders, networking and area to other destination. (Haugland, collaboration among agencies, the Ness et al., 2011). Further, Ahn, Lee, changing of tourist behavior, value 118 Volume 3 Number 2, July-December 2015 and Shaftar (2012) also stated that community-based tourism and take tourism coastal development should more action to participate with local properly specify the coastal area. In government. doing this, the tourism activities, area 3. For the private sectors; they development, beach criteria and are not only investors but they are socio-economy could be properly also the user of the resources, they managed. should participate with local In conclusion, situational government and community, promote analysis, problem differentiation, and support products or tourism impacts study and well plan should routes in nearby community. be carefully considered in beach management. This could be brought to the appropriate changes and usage. ACKNOWLEDGEMENTS In addition, it would be useful for the This paper was carried out as beach management relating to the part of the dissertation, Beach specify plans and criteria. After Tourism Management Innovation having close study with stakeholders Model on the Royal Coast, the Gulf in these three areas, the further of Thailand. Thanks due to development and integration of the suggestions from reviewers to coastal tourism should be improve this manuscript and implemented and concern with comments and the supportive from community based tourism and coastal Khon Kaen University, Phetchaburi area as the green tourism concept. Rajabhat University and National They are not for benefits only but Research Council of Thailand. also to reach environmental harmony and sustainable tourism. Therefore, recommendations BIBLIOGRAPHY for the sustainable development can be divided into three agencies as Aquatic Resources Research Institute, follows: University. 1. For the policy makers; they (2009). Knowledge Manage- have authority and budget, mentfor National Marine government policy therefore, they Interests Project.Thailand should create the Royal Coast Master Research Fund (TRF). Plan and action plan for the three Retrieved July 25, 2014. coastal area. It is necessary to fromhttp://www.mascat.org/k participate with the stakeholders. mp/coastprov.htm 2. For the community; they Berberoglus, S. (2003). Sustainable are the owner of the valuable Management for the Eastern destination, they have to survey and Mediterranean Coast of create new attractions, tourism routes Turkey.Environmental or activities such as ecotourism, Management. 31(3),442–451. 119 Volume 3 Number 2, July-December 2015

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