The model of yacht tourism management in Phuket

Abstract

This research proposed the Model of Yacht Tourism Management in Phuket. The objectives of this research consist of 1) study the current situation and context of the Yacht Tourism in Phuket, 2) analyze the Yacht tourist behavior in Phuket, 3) evaluate the potential of the Yacht Tourism Management in Phuket, and 4) propose the Model of Yacht Tourism Management in Phuket.

A mixed research methodology was employed in this study. Questionnaires were distributed to collect quantitative data. The data were collected from a sample of 400 yacht tourists who are yacht renters and yacht owners in Phuket from 4 marinas. The main factors were studied in 6 main factors: 1) Marina, 2) Infrastructure, 3) Tourist Attractions, 4) Safety, 5) Formality, and 6) Service System by studying from 35 variables. Descriptive and inferential statistics were applied to analyze the data (including pair sample t-test, One-way ANOVA) and using IPA Technique by comparing the level of importance and performance. Content analysis was employed to extract the finding from semi-structured interviews.

The yearly increase of the tourists travelling to Phuket for tourism indicated that Phuket had been interested in the tourists, resulting in a higher incoming tourism revenue to Phuket. Condition and Context Phuket Sea, a tourist city with natural resources and beautiful sea, the long coastline is regarded as a tourist attraction. The yacht tourism trend is expanding, along with the growth of the luxury tourist market. Most tourists who travel for Yacht Tourism have high spending statistics. High-value tourists spend higher valued expenses during travelling.

Tourists behavior used the booking service or rent a Yacht through a tour company or broker. They spend at least one day traveling by yacht. The route that has received much attention from tourists is Phuket, Phang Nga Bay, Krabi, and Phuket. The activities tourists like during the tour are diving, sightseeing, and culture in line with their favorite attractions, including beaches, islands, and water parks. The highest cost for a yacht trip is the Yacht renter, where the highest yacht rental cost is 300,000 baht per trip, and the average cost per trip is up to 348,000 baht. Overall, travelers interested in traveling on a yacht must pay at least 22,000 baht per trip on average for trips. Female tourists will have average expenses for accommodation, Yacht renters, and food more than male tourists. People of the age who come to visit yachts the most are aged 61 and over, and 26-30 years. It can be said that the age group of the new generation and the retirement age are fond of yachting, which affects different behaviors. People over the age of 61 have the average expenses, expenses for Yacht renters, and purchases over 26-30 years. The factor that makes tourists decide to visit yachts is the routes and tourist attractions. From the study, we can apply it to promote tourism to meet yacht tourists' target when knowing the yacht tourists' behavior. Yacht tourists are a group with high potential and income.

The Yacht Tourism Management Evaluation in Phuket showed that the sample group emphasized all six factors at the highest level. In terms of the Safety, Tourist attractions, Infrastructure performance were the level with the most performance. While the Service, Marina, and Formalities only at a very high level. The IPA analysis results revealed two factors that needed to be urgently improved: 1) the formalities, namely the yacht imports' duration, requesting permission to import yachts, customs procedure, access to regulatory agency services, visa for crew and yacht owners, and obtaining a yacht visa. 2) the Marina Port, including yacht maintenance centers and facilities on the pier.

The researcher proposed the model of yacht tourism management in Phuket, three ways to increase competitiveness and efficiency; 1) Do it first and then it is better 2) Strengthen against competitors 3) Close gaps with participation.