LBL: Chapter 7 1

Case Study 1

Strategic Planning for

Sustainable Urban Tourism Development, Yala Municipality, Thailand

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Urban Tourism Destination

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Urban Tourism Destination

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Structure

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General Background

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General Background

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Specific Objectives

• To examine the existing tourism situation and vision of respondents;

• To identify the potentials for and constraints to developing the area as a tourism destination;

• To propose a strategic planning for sustainable tourism development.

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Situational Analysis

• The municipal accessibility to and from other tourist spots or business cities is distant.

• The tourism infrastructure and facilities is insufficient.

• No local handicraft and souvenir. • The decision makers possessed a commitment

for sustainable development. • The area was not featured in the tourist the

national tourism promotion

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Resource Analysis

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Resources

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TUK-TUKS The three-wheeled ‘open-air’ motorised. TAXI

Taxis cruising city streets are metred. Taxis are popular for short journeys

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Hospital

Are you OK?

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SSRU Police Station

Vajira Hospital

Samsen Road

Thon

Brid

ge

Police Station

Call !!

0-2241-1664

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Stakeholders

Public Community Private

TAT Villagers Investors

Municipality Village leaders Businesses

Athorized agencies

Local and int tourists

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SWOT Analysis Strengths

Weaknesses

Internal

Factors

External

Factors

Opportunities

Threats

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Findings

Potentials for Tourism Development – Commitment of Local Officials – Financial Viability and Feasible

Technical Assistance – The Municipal Resources and

Characteristics

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Findings

Constraints to Tourism Development – Limitation of Tourism Products – Issue of Transportation Accessibility – Inadequate Tourism Infrastructure and

Facilities – Lack of Recreation and Entertainment

Events

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Project Design: Alternatives

Development Scenarios:

1. Do Nothing 2. Tie Together Existing Attractions within

the Municipality. 3. Integrate Existing Potential Attractions

with New Potentials. 4. Integrate Existing Attractions in and

around the Municipality with New Potentials.

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Cost-Benefit Analysis

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Project Design Scenario 1:

Loss of local identity

No cost of efforts to restore historical and cultural site.

Elimination of historical and cultural aspects

Cultural

Stagnancy of human resource development.

No additional change in social form

No awareness or campaign subsidy

Social

No measures or actions to protect or preserve environmental resources.

No additional impact on the environment (waste, resource consumption, etc.)

No conservation or protection of the already limited natural resources

Environmental

No improvement of local economy

No cost investment or subsidy from the municipality or provincial or national government

No generation of additional income in tourism

Economic

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 2:

May have little positive impact

Cultural and traditional conservation

Cost for maintenance of religious places like temples

Cultural

May have little positive impact.

Enhancing the sense of community’s properties

Cost of awareness campaign for better use of the infrastructure and facilities

Social

May have positive impact on the local environment

Better use of municipal infrastructure and facilities Environmental resource preservation and conservation

Cost for improvement of urban infrastructure and facilities

Environmental

Likely to invest more than earnings from tourists

Likely to generate additional income and increase business activities by attracting more tourists

Expenditure for improvement and infrastructure of the attractions

Economic

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 3:

Likely to generate some income from tourists

Increased local jobs and business activities Additional income for individuals as well as local businesses Increased number of tourist to the city.

Cost for the development of areas of potential. Private investment of accommodation, restaurant and entertainment complexes High government expenditure for infrastructure (connected roads, water supply, waste management…)

Economic

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 3:

Likely to improve urban environment

Improved municipal infrastructure and facility services Improvement of townscape and land use planning

Government expenditure to maintain basic facilities and infrastructure Higher cost of land and houses

Environmental

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 3:

May change social life pattern

Enhancing local and external appreciation and support for attractions Increase in community-based activities/festivals Increased social and job chances and new ways of life

Demonstration effect residents copy behavior, values, and norms of visitors Introduction or expansion of gambling, prostitution, and other excesses Increased living costs, growth of money

Social

Comments

Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 3:

Recovery of community’s identity

Conservation of local cultural identity Establishment of museums/art galleries

Brings about change in cultural and social values and traditions Undermining local traditions and ways of life

Cultural

Comments

Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 4:

High investment cost with potential additional income generation

More money and jobs because of more tourists High increased local jobs and business activities.

Larger cost for the development of areas of potential Larger government expenditure for basic facilities Increased servicing cost for police and fire, sewage treatment etc.

Economic

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 4:

Likely to degrade natural environment, but improve infrastructure and facilities and services in and nearby the municipal boundary

Better improved municipal infrastructure ad facility services Improvement of townscape and land use planning

High cost for degradation of natural environment Cost for controlling rapid urban expansion

Environmental

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Project Design Scenario 4:

Same with scenario 3, but more or higher

Same with scenario 3, but more or higher

Same with scenario 3, but heavier or higher

Cultural

Same with scenario 3, but more or higher

Same with scenario 3 but more or higher

Same with scenario 3, but heavier or higher

Social

Comments Potential Benefits (Advantages)

Potential Costs (Disadvantages)

Main Aspects

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Which Scenario would you choose?

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Selection of Scenario

• Focus Group • Interview • Questionnaire

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Strategic Planning Conducting

Tourism Market

Research

Evaluating Demand

and Supply Benefits

Setting Up Tourism

Development Board

No Actions Any More

Staff and Skills Training

Raising Public Awareness Campaign

Initiation of Tourism Development and Planning Program

On Going Feasibility

Phase one

Stage III Stage IV

Stage I

Stage II

Second Phase

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Actions Plan

Extending action period

Implementing period

Municipal and regional

economic development

Initiation of Tourism Planning and Development Program

Information Dissemination of

Tourism Development

Project

Raising Public Awareness Campaign

Human Resource Development

Staff and Skills Training

Feasibility of development

Evaluating Market Demand and Supply Cost-Benefits

Identification of Tourism markets

Conducting Tourism Market Research

Tourism Board and Development Policy

Establishing Tourism Development Board

12

11

10

9 8 7 6 5 4 3 2 1

Feasibility Timeframe (month) Stages of Plan N

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Question & Answer

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Quiz

1. True or False Strategic planning approach was proposed

for sustainability of urban tourism development in Yala Municipality.

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2. True or False Without proper planning, urban tourism

development can take place in a haphazard environment.

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3. True or False Public consultation was taken place as

part of urban planning for responsible tourism development in Yala city.

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4. Which is not true about potentials for Tourism Development in Yala city?

a. Commitment of Local Officials and city major.

b. Financial Viability and Feasible Technical Assistance

c. Adequate capacity and resources to implement the urban tourism development plan.

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5. Which is not true about Constraints to Tourism Development

a. Issue of Transportation Accessibility b. Inadequate Tourism Infrastructure and

Facilities c. Adequate Recreation and Entertainment

Events

Quiz