The Phi Phi Islands are situated in Thailand, between the large island of Phuket and the western coast of the mainland. It is consisted by group of islands such as Phi Phi Don, Phi Phi Lae, Bidanok, Bida Nai, Yoong, Pai, the largest of which is named Koh Phi Phi Don, the only one with permanent inhabitants on. As a scene of a British-American film ‘The Beach‘ in 2000, this island came to a worldwide tourist attraction. Unfortunately it was trampled by the Indian Ocean Tsunami on December 2004, when almost every infrastructure on the island is destroyed. Till now, most of this has been restored and reopened to tourists all over the world.

As established a national park of Thailand in 1983, the islands feature beaches and limpid sea water are under the protection of local government. Tourism on Phi Phi, like the rest part of Krabi province, has developed only very recent years. It was so natural that only the most adventurous visited this island staying in only the most basic accommodation in the early 1990s. Nowadays, however, this island is becoming one of the major destinations for travellers in Krabi. Compared to other islands nearby, Phi Phi islands are still highly less exploded, where no road on the largest island while the others are completely free of human inhabitants. Hence visitors would enjoy their casual vacation without hustle and bustle. Based on its idyllic tourism resource, hiking, snorkelling and diving are the activities most highly recommended by every tourism agency company. Meanwhile fishing, rock climbing and cliff jumping are enjoyed among their specific participants.

Tourism System Identification

Before starting to write a management plan, it is necessary to identify resources of main destination. Resources include natural resources, culture, capital and organizations. Natural resources are climate, water, geography and scenery. Culture is about historic sites, cuisine, religion, local celebrities. Capital includes infrastructure, transportation and financing. Organizations are including public and private sectors.

Natural resources

Ø Weather

Phi Phi islands are located between the Pacific and the Indian. It is located about 50 km from Phuket. Because of its location, the weather is around 24°C to 32°C year round. From November to March is the best time to visit the island. However, local people enjoy from June to August. The reason is the weather is good and there are less people or tourists in famous sites.

Ø Water and Geography

In 1998, over 150,000 tourists visited Phi Phi islands and most of them are foreigners (Seenprachwong, 2001) because the Phi Phi has 3S. These are Sun, Sand and Sea. The sea is very beautiful and clean so that it is famous for scuba diving and swimming. The island is composed by limestone. Hence, it has a significant view of reefs. People even can see it clearly under the water. Moreover, in the south-east of Phi Phi Lay, there is a place called Viking Cave. The cave is full of wall paintings. Most paintings are elephants and boats. It is shown that people has lived in Phi Phi Island long time ago.

Phi Phi Don is the biggest island. In the north of this island, there is called Laem Tong. It is a best place for scuba diving. The plentiful, various marine ecology is the most important reason. Beaches such as Ao Lodalum and Ao Ton Sai are also good places for tourists to have a relax moment in Phi Phi.

Ø Scenery

As this report mentioned before, Phi Phi is part of National Park in 1983. In 1990s there are more and more people came to Phi Phi Islands. There are two reasons. The first is that it is near to Phuket. When Phuket is crowded by tourists, some people will come to Phi Phi for enjoying a relaxing and quiet time. The second reason is that the island, Phi Phi Lay is the scene of the movie “The Beach”. This place is Maya Bay. Some of tourists will come here to have sightseeing and have an adventure to experience sceneries of the movie.

Culture

Phi Phi island is belonged to Krabi Province. The population of Krabi is about 458,000 in 2000. 60 percent of people are Buddhists. 40 percent are Muslims. It makes the place with plenty of events. For example, there is a celebration called “Songkran Festival” during the Thai New Year. People will celebrate by visiting temples, sprinkling water on Buddha images for showing respects to Buddha, and sprinkling water on each other’s hands for wishing good luck. However, it becomes a water fight in recent years. Everyone is crazy to pull water on each other, no matter friends, strangers, or tourists. There is no exception that people will not get wet on that day.

The report has mentioned there is a Viking cave in Phi Phi Lay. The cave is full of ancient paintings. It is a place to discover ancient history. Because paintings include many kinds of boats, Chinese boats and European boats, this place might be a transfer harbour of trade or a shelter for mariners from storms.

Most of hotels and restaurants are in Tonsai. The famous cuisine in Tosai is seafood. People sell fresh seafood which is caught in the morning to attract tourists. After sun sinks into the sea, many nightclubs, bars are lightening up. Some restaurants only open in the night.

Capital

Ø Infrastructure

Since 1990, the tourism development makes this place more and more crowded. This development lets the environment in danger. When the movie “The Beach” filmed here, the company destroyed the environment by cutting down trees and planted coconut trees, building villas. This made a huge impact while tsunami hit Phi Phi islands in 2004. Most of buildings collapsed, around 70 percent. Thai government even prohibited people go to the island. After July, 2005, most buildings were rebuilt by government and about 300 shops and events started again.

After this natural disaster, Thai government started to plant trees which were big enough to reduce damages by natural disasters. Also, they proposed an agenda to protect local environment by limiting the development of hotels and setting up the limitation of tourists. However, local people were against this proposal. There were near 1500 hotels and restaurants opened again in the end of 2005.

Tonsai is the main place of tourists. There is a tourist information centre. There are few banks in Tonsai which is located in Phi Phi Don. However, there are no banks or ATMs on the east coast. People only can change or withdraw money here.

Ø Transportations

Phi Phi is near to Phuket and Krabi, only 50 km. There are two ways to go to Phi Phi. The first vehicle is ferries. People can take ferry form Phuket or Krabi. It takes 90 minutes. Moreover, people can travel by ferries with their cars. However, it only has two ferries each day. The other option is by speedboats. Companies are private. There are some speedboats companies to choose. It is more flexible then taking ferries. People can even get to their chosen resorts to save more time.

The inner roads of islands are small. The island is small, about 28000 km². Hence, the most famous vehicle which people can use is bicycle.

Organizations

Ø Public

The number of tourists is increasing year by year. It was 2.5 million in 1981, and 11 million in 1993 to the national parkas. Because of this, the government revises laws year by year to solve the environmental problems. Hence, the Thai government had a proclamation of the Enhancement and Conservation of the National Environmental Quality Act. Of B.E. 2535 (1992). This Act is about prescribing how to manage, plan and maintain the environmental quality. There are some features of this Act, such as the polluter pays principles, designation of environmental conservation and protection zone, pollution control zone and special working group. Besides, The Tourism Authority of Thailand (TAT) had an event which could awake people’s awareness of environmental conservation. The authority used many ways to tell people how to protect environment, such as media, TAT’s publications and news. TAT also trained youth people to have knowledge of conservation. There were some campaigns which were held in tourist destinations calling people from every community to clean destinations, such as “Beautiful Phuket” project.

Ø Tsunami Warning System

Tsunami warning system is established in 1949. It is a system which can predict where tsunami happens and warn people to reduce damages. There are 26 countries and states joining the system. Thailand is one of members. However, before 2004, there is no detection system in west coasts of Thailand. That is one reason why Puket and Phi Phi Island had a huge damage. After this, the government set up the system in west coasts. In last year, there is about 14.09 million tourists from everywhere to Thailand.

Ø Private

After tsunami hit Phi Phi Island, a resident in Phi Phi gathered local Thais and foreign volunteers to help people to live. The group was called “Hi Phi Phi”. First, they cleaned up Phi Phi Islands. Then, they help local people to repaint houses, hotels and replant trees. They were essentials and hopes for restaurants, bars and guesthouses in Phi Phi Island to support their life. Now, their mission is complete. The group is trying to help local people for setting up charities. Charities can assist people to reconstruction and take care of orphans in a long-term.

Phi Phi Island is the renowned and alluring tourism destination in Thailand and in particular famous for its diversity of diving reefs and habitats. The regular tour activities of phi phi island include scene watching, fishing, diving, rock- climbing, sea kayaking and spas.

Management Plan

Ao Nang Tourism Strategy Steering Committee (ATSSC) is the regional institution based on Phi Phi Island and specific in exploring new tourism attractions; promote the resorts and public the up-to -date tourism information. ATSSC is the leader in achieving a sustainable tourism destination by balancing the economic profits and environmental, local cultural value in a regional and global context. The main target of the committee in 2010 is to project the “Phi Phi Island Tourism Development Program 2010”.

Objectives

First, combining the amazing natural resources and unique local cultures to foster the tourism industry as a viable sector of local economy(Stynes,D & O’Halloran,C,1987); to position the Phi Phi Island as the preferred four-season tourism and sports activities destination and build a recognizable even yearning image of Phi Phi Island among the travellers around the world.

Second, to encourage marketing initiatives that based on the existing tourism resources and comparative advantages to promote tourism development. On the premise of not ruining environment, the committee and local communities try to explore new activities to attract more staying visitors through promotion and provision of visitor infrastructures, tour services and characteristic events.

Third, to ensure the program is the well-managed process (D. Stynes & C. O’Halloran, 1987), keeping the tourism development with the carrying capabilities of the host community, balancing the needs of the travellers and needs of the local residence. The locals which live in the prime tourism location have great impact on the tourism development. One of the key objectives of the program is to gain a greater level of acceptance and support of local people, teach the locals to understand the impacts of tourism on local economy as well as to facilitate efforts to upgrade the quality of service, amenities and attractions.

Tourism is the pillar industry in Phi Phi Island, the committee aims to create more job opportunities and foster the investment through the program so as to enhance the viability and sustainability of local economy.

Tourism development is a systematic project which requires corporation among economic development agencies, the government representatives and tourism agencies(D. Stynes & C. O’Halloran,1987). One aim of the program is to gain genuine willingness to promote greater cooperation as well as to share responsibilities among different social sectors to facilitate the feasibility of the objectives and achieve the best results.

AlternativesGeneration

To generate tourism development alternatives requires some integrated analysis of local resources and demands of visitors. The committee present three tourism development plans as below:

Ø International Water Sports Centre:

Phi Phi Island is the most attractive scuba diving destination in Thailand because its tranquility privacy and its bespoke diving pier.(McGeown K,2005) The uniqueness of diving in Phi Phi Island compare to other islands in Krabi province are the amazing limestone cliffs drastically straight jutting out of sea and down to the sea as well as its diversity of diving reefs and habitats. On the basis of advantaged natural resources, the committee schemes to build Phi Phi Island as the world renowned Water Sports Centre (WSC scheme) covers from diving, snorkelling to sea kayaking.

Ø Wedding Paradise:

Phi Phi Island is the delightful place that full of cultural flavor and receives much exposure from Hollywood movies. The Maya Bay is the original setting place of love movie—“The Beach” starred Leonardo Di Caprio and “The man with golden gun” with James Bond. The remarkable natural scenery not only attracts the big names, the alluring local culture also fascinates the new couples and honeymooners around the world.

Infinite business opportunities hide in the pristine beach and crystal clear water, the ATSSC committee projects a theme tour that target on the young people, in particular the young couple to cater for the weddings and honeymoon services. This proposition will not only attract more staying visitors, but also drive development of related industries such as hotels, restaurants and bars and ferry industries.

Ø Ultimate Wellness Sanctuary:

The Phi Phi’s natural beauty is a large chunk of allure that attracts visitors from all ages. The path behind the Tonsai Village is the ideal position to view the classic landscape, and the long beach is super excellent for the view of sun rise and sun set. After one day’ trip, having an energy-enriching treatment is the fantastic enjoyable finish. Phi Phi Island is one of the origins of Thai Spa due to its rich natural materials include flower extracts, plants oils, sea weeds and fish-roe. The committee proposes to upgrade the spa treatment on Phi Phi Island to an upper class on the basis of pure natural resources and traditional massages. Transform the spa industry from the tourism supporting business to the core local industry.

Alternatives Evaluation

It is important to evaluate the tourism development alternatives from the feasibility analysis and impact analysis with the “Benefits and Cost” approach which link the tourism activities with the stability of local economy, the sensitivity of environment and social structure (Walsh, R.G, 1985). The tourism development program impact on Phi Phi Island as below:

Impact on local government: local government takes the major responsibilities to provide the infrastructures and services that key to tourism development. Developing the new tourism project can push government to ensure the carrying capacities, infrastructures that to meet the anticipated demands. Phi Phi Island has rich storage of natural resources and its tourism has developed more than two decades, in particular the diving industry has grown maturely. The new tourism project will reduces the capital pressure of government and increase the government revenue through charges, sales and taxes. (Stynes, D.J, 2004)

Impact on local business: The tourism development can directly serve the community benefit and drive related industries. The diving centre can attract more divers that stimulate the development of local transportation; the wedding services drive the growth of flower planting and the spa industry generate more job opportunities for skilled locals. However, the key point for tourism development is the more “self-sufficient” the community is, the better the tourism impact. (Stynes,D.J, 2004) For example, although Phi Phi Island has the fantastic diving sites, the necessary diving equipments are mostly imported from U.S, Europe and Australia. If these products are bought to mush from outside, the large amount of tourist spending will leak out of the local economy.

Impact on environment and residence: The quality of environment and life may go up or down depends on the way of tourism development. (D. Stynes & C. O’Halloran,1987) Developing Tourism may generate more job opportunities and increase revenue as well providing more retailers, hotels and restaurants; however, from the other hand, it also mean the higher living cost, busier traffic and higher tax, and the possibilities of environmental damage. (D. Stynes & C. O’Halloran,1987) In addition, tourism is the season-sensitive industry, and tourism work are basically in service sector and most are seasonal, part-time and low wage. The local government and tourism committee should balance the benefit and cost of tourism development and make a sustainable and strategically tourism development plan.

Tourism Development Decision

Tourism development plan should consider the relative roles of social sectors and involve a series of decisions. The ATSSC project the tourism program from four aspects.

Segmentation: Phi Phi Island is the alluring destination full of natural resorts and cultural mystery that attract the customers from all age groups all over the world. The target market of new tourism program is more precise based on the demographics and interests groups. Phi Phi Island is famous for its diving and sports, the committee aim to build the Phi Phi Island as the paradise of young people who love sports and beauty and are keen to spend indelible holiday in the pearl of Andaman Sea (Xinhua,2006).

Place: The destinations of Phi Phi Island program include the Phi Phi Don, Phi Phi Lee and the group islands. The key to perfect the local tourism is to regulate and improve the transportations among the different diving sites and attractions by combining the ferries, fast boat with the traditional boats as the uniqueness of local tourism.

Upgrade the local attractiveness:

Ø Diving:

The Phi Phi Island will offer the remarkable variety of diving possibilities to different degrees of divers from beginners to expertise. The local diving club will provide four-hour “Discover Scuba Diving” to the beginners that introduce the basic skills, the equipment instructions and accompany the divers all the time to experience the beauty of white coral bush. For the divers who want to be certificated divers, the club will advise them to join the “Dive the globe” program to take further experience in the most popular diving site— the Ko Bida Nok to appreciate huge garden of star corals and incredible beauty of anemones as well to play with the clown fish. For the certificated divers and PADI divers, the club tailors the special activities and guides the divers in small groups in speedboat and long tail boat to experience the specialty dives. (Udomsak,S,2003)

Ø Snorkeling and Sea Kayaking:

There are abundant coral reefs systems around Maya Bay, Pi Leh Bay and Bamboo Island that fantastic for snorkeling. Kayaking some uninhabited beaches and Viking caves in other islands is also the glorious alternative to the adventure potentials and addition to the overall water activities.

Ø Wedding and honeymoon service:

No one can reject the wedding with serenaded by sea gull and waves on a tropical pristine beach, massaged by soft sands and warm water from Andaman Sea. The tourism committee closely connected with the local premium hotels will offer one-step wedding services with world-class hospitable residences, fresh and colorful flowers and lovely weather. There are variety wedding package can be chose, from economic to luxury all guarantee to leave you the scared and memorable wedding.

Ø Ultimate pampering spa:

On Phi Phi Island, the visitors can experience the authentic Thai style spa in the atmosphere of tranquility. Phi Phi Island has its favourable natural advantage that has a rich storage of natural material, however, the massage parlours lack the unified standards and regulations to ensure the quality of service. The committee projects a training program for all the massage parlours on Phi Phi Island include the security check of environment, quality check of massage products, the certification of skill workers; the program does not mean to standardization of the spa service, on the contrary, the committee encourage the massage parlours to offer the unique services on the basis of security.

Expected results

The program will be launched on May, 2010. In the initial period, the committee and local government will focus on completing the local infrastructures and improving the carrying capacities to satisfy the increasing demand of anticipated visitors. With the international water sports centre completed, the committee anticipates Phi Phi Island will become the key all-round tourism destination in Andaman Sea.

Tourism is a systematic industry, the committee hope to take advantage of new round tourism development program to drive speed growth of local service business, transportation industry, generate more working opportunities as well to build the goodwill image of Phi Phi Island around the world.

Sustainable Development

Considering the graceful scenery given by earth, it is absolutely a competitive advantage for their tourism industry. However, small island ecosystem is less complicated hence fragile, even slightly changes may cause the collapse the whole food chain on this island. Without mentioning the careless visitors from every corner of the world, the most careful travellers would leave their trail by hiking, diving, or even simply breathing. For example, a new exploring route through jungle might threaten the small animals feeding on bugs and worms, would directly cause the drastically rise of natural enemies to plants. Under the circumstances of spices singularity of small ecosystem, such change is fatal.

Then how to protect the environment while making fully use of its natural resources is the question facing to authority. First of all, environmental protection awareness should be engraved on everyone’s mind. There should be consideration of environment protecting details through every step of development. From raw materials of building infrastructure to conspicuous signs at which remind travellers and even emission control of transportation, are basically demand. Second, accompany with the increasing tourism industry, a comparative rise of local inhabitant is a vital strike on ecosystem. Instead of restricting people moving onto the small island, it is wisely for authority to encourage local resident moving out, meanwhile providing more convenient transport. At last, there should be a visitor quantity control system. Providing different promotion and differentiating events, to avoid a capacity overload, which would lower the customer satisfactory and even lead to environment disruption. Apparently, there would be a conflict between sustainable development and profit maximization, however, it refers to improve reasonably and continuously.

Conclusion

Based on the identification of Phi Phi Island tourism system from variety resources including natural, culture, capital and organizations, this report set up series of objectives. In order to fulfil fostering the tourism industry with a combination of natural resources and local culture, encouraging promotion on existing tourist activities, and developing local economy through providing more job opportunities and attracting investment, several alternatives were generated. But these alternatives may influence the stability of local economy and environment. After evaluation of the impacts on different aspects from those choices, this plan made appropriate modifications to accomplish goal.

In the end, a successful alternative requires thoroughly resources analysing and impacts predicting with a sustainable implementation, so that achieve the initial objectives.