Potential Development Strategies on Marine and Beach Tourism

Abstract

The focus of this study will dwell on the potential development of eco-tourism, marine and beach tourism. It will also cover the steps to determine the strategies necessary for this development to be executed. Apart from that, this study will examine the relationship between tourism and the tourists, and to perform a profound research on the dramatic increase of tourists coming to Thailand. In order to start with the process of doing this study, there are variables that are carefully considered to specify a scope that will enhance in the clarity and emphasis of the details in this study. The variables are product, attributes, management, satisfaction, tourist expenditures, and tourist demographics. These variables were tested with regard to its relationship with tourist satisfaction. The Structural Equation Model (SEM) was used to perform the testing. The data were collected from a survey conducted to one hundred (100) tourists who had visited Phuket, particularly to experience the marine and beach destinations in that area. The contents of the survey were questions that were aligned with the above-mentioned variables, product, attributes, management, satisfaction, tourist expenditures, and demographics. In general, the method used in this study was mixed method, using both quantitative and qualitative. It can be observed from previous study to present that the international tourism is immensely competitive. Tourist destination experts and destination marketers are investing their time, money, and effort to place their tourist destination to be number or if not, one of the top choices. With this in consideration, this study will put emphasis on tourist satisfaction to make Thailand as the preferred choice of travellers in marine and beach destination. To support this, best strategies and methods were used to entice travellers to come to visit the marine and beach tourism of Thailand. Furthermore, for business benefits, this study will also provide information that will assist in the improvement of business plan for travelling by sea. The outcome of this study will not only help in line with planning, but also in the creation of strategy that will help in the business development of the marine and beach tourism. Moreover, the schemes of the marine and beach tourism model given in this study can assist in the public environmental policy-making process based mainly in the area that this study covered. After the study, the following results were concluded: (1) Tourist expenditures had a direct effect and had influenced satisfaction, (2) Tourist demographics had no effect nor had influenced satisfaction, (3) Tourist satisfaction had a direct effect and had influenced Product, (4) Tourist satisfaction had a direct effect and had influenced Attributes, and (5) Tourist satisfaction had a direct effect and had influenced Management. On the other hand, this study proposed that the private and government tourism sector will both work together to develop not only attractive tourism destinations but also to provide, improved amenities, better accessibility, appropriate image, inexpensive and reasonable prices. Finally, the outcome of this study should add to the already opened opportunities for furthering the marine and beach tourism in Thailand to be one of the best and to be competitive in the world market.