This report examines the destination of Phuket with regard to the evolution of the tourism industry until 2004 as research allows a clear picture for this time due to the availability of data. Concepts of accessibility, availability and stability will be presented before proceeding to analysing Phuket’s attractions. A classification into a destination lifecycle and government policies are introduced before summarising the destination.
The next chapter describes the Boxing Day Tsunami and its effects on Phuket before continuing to evaluate which measures the destination has taken to counter-steer prevailing problems. Finally, Phuket’s behaviour will be compared to other destinations that have suffered similar external shocks before concluding with an outlook for tourism in Phuket.
Table of Contents
1. Introduction
2. Phuket as a tourist destination
3. Phuket’s problems: mass tourism and more
4. Phuket and the Boxing Day Tsunami
5. Comparison with further destinations
6. Conclusion
Research Objectives and Themes
This report investigates the evolution of Phuket's tourism industry leading up to 2004, analyzing how the destination addressed the challenges of mass tourism and subsequently responded to the external shock of the Boxing Day Tsunami to facilitate recovery and strategic repositioning.
- Evolution of tourism in Phuket until 2004
- Sustainability challenges and mass tourism impacts
- Response strategies following the 2004 Tsunami
- Comparative analysis of destination recovery models
- Strategic repositioning and future tourism outlook
Excerpt from the Book
Phuket as a tourist destination
Phuket is Thailand’s largest and most visited island. Dubbed ‘Pearl of the Andaman’ (Royal Orchid Holidays, 2007), Phuket thrives on tourism and is Thailand’s number two destination. About 90% of the population is directly or indirectly engaged in tourism-related businesses (Ichinosawa, 2006) and the fact that tourism contributes 42% to the island’s GDP (Birkland, 2005) make it not surprising for tourism to be described as Phuket’s lifeblood (Beyette, 2006).
Analysing the evolution of tourism, the industry has gone a long way: Phuket’s traditional role as a source of raw material began to erode in the 1970s when marketing of the island as a destination began. The first hotel was built in 1976 and by 1979, the International Airport had been constructed by the Thai government. Phuket’s swift transformation into a typical mass tourism seaside resort destination (Kontogeorgopoulos, 2004) led to an abrupt increase in international tourist arrivals: following an estimated 20,000 visitors in 1976, this number had reached more than 8.9 million visitors in 2004 (Bangkok Post, 2007).
Summary of Chapters
Introduction: This chapter outlines the scope of the report, focusing on Phuket’s tourism evolution, the application of destination lifecycle concepts, and the framework for analyzing the island's response to external shocks.
Phuket as a tourist destination: This section provides an overview of Phuket's significance as a primary tourism hub in Thailand, detailing its historical growth from a resource-based economy to a mass tourism resort.
Phuket’s problems: mass tourism and more: This chapter critically examines the sustainability of Phuket's tourism model, identifying issues like foreign ownership, leakage, and the degradation of natural attractions.
Phuket and the Boxing Day Tsunami: This section discusses the impact of the 2004 Tsunami on Phuket and the subsequent recovery efforts implemented by the government to mitigate economic losses.
Comparison with further destinations: This part compares Phuket's recovery strategy with other global destinations that faced similar crises, such as Turkey, Great Britain, and Bali.
Conclusion: This final section synthesizes the findings, questioning whether the Tsunami-driven rejuvenation efforts will successfully transition Phuket toward a more sustainable and high-quality tourism model.
Keywords
Phuket, Boxing Day Tsunami, Tourism Industry, Mass Tourism, Destination Lifecycle, Sustainability, Economic Impact, Tourism Recovery, Thailand, Repositioning, Crisis Management, Infrastructure, Cultural Tourism, Market Diversification, MICE Market
Frequently Asked Questions
What is the primary focus of this report?
The report examines the development of Phuket as a major tourist destination and analyzes its strategic response to the 2004 Boxing Day Tsunami.
What are the central themes of the work?
The core themes include the evolution of mass tourism, sustainability issues, crisis management, and destination repositioning strategies.
What is the main research question or objective?
The objective is to determine how Phuket has utilized a major external shock as an opportunity to move away from unsustainable mass tourism toward a more diversified and competitive market position.
Which scientific methods are employed?
The report utilizes a descriptive analytical approach, applying the Butler destination lifecycle model and comparative case study analysis to evaluate tourism recovery.
What is covered in the main body of the work?
The main body covers Phuket's historical tourism growth, pre-2004 sustainability challenges, the immediate impact of the Tsunami, and subsequent policy-driven recovery efforts.
Which keywords best characterize the report?
Key terms include Phuket, Tsunami, Mass Tourism, Sustainability, Crisis Management, and Destination Repositioning.
How did Phuket's government influence the post-Tsunami recovery?
The government implemented a masterplan that included rebuilding infrastructure, promoting high-quality niche products, and pushing into the MICE market to reduce reliance on mass tourism.
What lessons were drawn from the comparison with Bali and Turkey?
The study indicates that destinations recovering from external shocks often succeed by rebranding themselves, shifting focus toward cultural experiences, and reassuring travelers through proactive communication.
Why was the Tsunami considered an "opportunity" for Phuket?
It allowed policymakers to address pre-existing issues of over-development and sustainability that might otherwise have been ignored during periods of unchecked growth.
- Quote paper
- Peter Schulz (Author), 2007, Analysing Phuket and the Boxing Day Tsunami, Munich, GRIN Verlag, https://www.grin.com/document/113707
