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SHINING MAI KHAOPromoting Ecotourism in Mai Khao, Phuket, Thailand via Youth Capacity Building “Tourists come, Turtles stay”
Photo Credit: Mai Khao Marine Turtle Foundation
Motto Hikaru Team Members
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Nida Anggun Yus Daniel Som Chi
Project Presentation Outline
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(1) What is a Sustainable Community?
(2) Introduction to Mai Khao and Current Challenges
(3) The Proposed Project: Shining Mai Khao
(4) Activities in Shining Mai Khao Project
(5) Project Deliverables and Impacts
(6) Summary
What is A Sustainable Community ?
Address challenges through integrated solutions and manages its resources to meet current needs while ensuring that adequate
resources are equitably available for future generations
Environmental Social Economy4
Learning Points from IATSS Forum We adopted relevant learning points that we obtained from IATSS Forum Programme:
• Seminars and lectures
• Field trips to Kobe City, Kyoto City, Toba City and Sugashima Island
• Background reading
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Learning Points from IATSS Forum
• Sustainable community development
Awareness
• Culture heritage• Natural heritage• Unique features
Preservation• Sense of values • Sense of
belonging
Identity
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Why Ecotourism in Mai Khao, Phuket, Mai Khao?
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Why Ecotourism and why Mai Khao?
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“Responsible travel to natural areas that conserves the environment, sustains the well-being of the local people and involves interpretation and education.”
The International Ecotourism Society, 1990
What is Ecotourism?
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Location of Mai Khao, Phuket, Thailand
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Mai Khao
Phuket CityPatong
Basic Information of Mai Khao, Phuket, Thailand● Mai Khao is a tambon (sub-district) in Thalang District, Phuket Province, Thailand
● Located far from Phuket City (36.6 km) but near to Phuket International Airport (10km)
● Located in Sirinath National Park and regarded as the only natural beach left in Phuket
● Population: 13,079 people
● Ethnicity: Buddhist Thai (60%), Muslim Thai (35%), Christian Thai (3%), Moken/Sea Gypsy (2%)
● Hotels in Phuket: 3,436
● Hotels in Mai Khao: 28 11Source: Tambon Mai Khao
Sirinath National Park
Current Socio-Economic Challenges in Phuket
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Environmental Issues Economic Issues Social Issues• Degradation of
natural environment• Endangered species
of turtles• Beach conditions
• Dominated by foreign capital
• Foreign ownership via nominees
• Job opportunities
• Losing cultural identity
• Attitude of local population
Current Socio-Economic Challenges in Mai Khao
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Unpopular
Endangered
• Remote area and far from Phuket City Centre• Dangerous beach, not suitable for swimming
• Decreased number of sea turtles due to littering problems
High and dangerous wave in Mai Khao Turtles are endangered species
Current Socio-Economic Challenges in Mai Khao
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Cleanliness
Local industry
• Littering problem; low awareness among locals• Weak implementation of environmental and
cleanliness standards • No known unique OTOP (One Tambon One
Product), lack of opportunities and awareness
Littering on Mai Khao beach Shrimp paste is not unique OTOP
Current Socio-Economic Challenges in Mai Khao
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Other Findings
• Income generation from tourism = “average”
• Expansion of hotels and foreign companies but the locals felt they did not directly benefit
Source: Santikul (2010)
78%
Locals never receive information on sustainable tourism
68% 72%Locals never receive training on sustainable tourism from relevant organisation
Locals never receive sustainable tourism information from the local government
3 years
Development plan
did not achieve sustainable tourism
Need to increase awarenessand capacity building program on ecotourism
Sustainable Tourism: Lack of Awareness in Mai Khao
Source: Bunna (2009) 16
Importance of Promoting Ecotourism in Mai Khao
Source: Phuket Hotel Market Update (2017)- https://www.c9hotelworks.com/downloads/phuket-hotel-market-update-2017-02.pdf (Accessed on 8 Nov 2017)
Supply and Demand Compound Annual Growth in Phuket
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Importance of Promoting Ecotourism in Mai Khao
Source: Phuket Hotel Market Update (2017)- https://www.c9hotelworks.com/downloads/phuket-hotel-market-update-2017-02.pdf (Accessed on 8 Nov 2017) 18
10 Year Growth in Passenger Arrivals & Hotel Supply
Number of Hotels Number of Rooms Occupancy Rate*
Importance of Promoting Ecotourism in Mai Khao
*H1 of 2015 data, high season
Source: Phuket Hotel Market Update (2016) and Expedia (2016); accessed 8 Nov 2017
• Increased number of tourists warrants sustainable management and protection of natural environment
• Balancing between tourism and environmental preservation. Not to repeat mistakes in other areas in Phuket
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Sources and Group Study Process
• Existing literature on Mai Khao, Phuket
• Information and data on Mai Khao, Phuket
• An interview with a local hotel operator in Mai Khao
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Project Goal and Objectives
Promoting Ecotourism in Mai Khao, Thailand via Youth Capacity Building.
Project Goal
21Photo Credit: Mai Khao Marine Turtle Foundation, Coriacea Resort, Thai Cultural Tours
Project Goal and Objectives
Raising Awareness Among Younger Generation on Ecotourism and Sustainable Community
Project Objectives
Promote Inclusivity Among Local Tourism Stakeholders
Capacity Building for Younger Generation on Ecotourism through Experiential Learning
Awareness
Skills
Inclusivity22
Project Link to Sustainable Development Goals
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Project Objectives
Sustainable Development Goals (SDGs)
Goal 8 (Decent Work)
Goal 11 (Sustainable
Cities & Society)
Goal 14(Life Below
Water)
Raising Awareness:Among Younger Generation on Sustainable CommunityCapacity Building:For Younger Generation on Sustainable Community through Experiential LearningPromote Inclusivity:Among Local Tourism Stakeholders
Project Link to Sustainable Development Goals
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Turtle Conservation and Environment Programmes in Mai Khao
25Photo Credit: Mai Khao Marine Turtle Foundation
There are existing turtle conservation and other environment-related effort in Mai Khao
Existing Programmes and The Current Gap
SHINING MAI KHAO
Current Gap
Environmental Preservation Effort
Policy Making and Monitoring
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Holistic Approach and Working with other
Stakeholders
Shining Mai KhaoPROGRAMMES AND ACTIVITIES
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Identity
Strengthen local community identity
Knowledge and Skills
Improve knowledge and skills in
hospitality and tourism services
Environment and Income Other income sources and the awareness
to preserving the environment
Shining Mai Khao: Ecotourism Promotion Project in Mai Khao
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Longterm Goal of the Project
Step 1Boosting awareness and capacity building among youth on ecotourism issues through career introduction training
Step 2Set up system and collaboration platforms among various stakeholders
Launch new integrated service offering natural preservation and unique localities
Step 3
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Basic Concept of the Project
Low awareness and skills
Seminars,Experiential
learning,Field studies
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Project Preparation and Promotion
May 2018Coordination with local communities
Sept 2018The program: Shining Mai Khao - Started at the end of Sept - beginning of October
October 2018Impact Assessment (PDCA)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
March 2018Coordination with partners
February 2018Location survey
Aug 2018Selection Process
June - July 2018
Project Preparation Timeline
Project Description
● A 4-day experiential learning programme ● Training and awareness in sustainability and
ecotourism ● Initial introduction about career choice in
tourism and hospitality industries
● 15 young people around 18 -25 years old
● Targeted areas are Mai Khao and nearby sub-districts
● Hotels and Tour Companies (Private Sector)
● Government● NGO/NPO● Local Communities● Youth associations
Program Description
Stakeholders
Target Participants32
Seminar
•Mai Khao General and Tourism Overview•Occupational Options in Tourism•Mai Khao Environment •Business Skills and OTOP
Field Study
• Beach Cleaning• Tour and Community
Visits
Skill Training
• English Skills• Customer Service
Orientation and Table Manner
• Integrated Marketing Communication
Thematic Practical Session(a 1-day competition between participants to deliver a service
in Tourism and Hospitality industries with real guests)
Learning Methods
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The Four-Day Programme of the Project
• Specific programmes for each day during the four-day Project
• Different learning points and methods each day to achieve the Project’s objectives
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Day 1: Programme and Intended Learning Points
Tourism & Hospitality Career
Introduction
Mai Khao Hotel Tour
To give brief introduction about career in Hospitality and Tourism Industry
To give hands on experience about hotel operation
Anatara Vacation Club MaiKhao
Orientation and Team
Building
To build initial understanding
Motto Hikaru
Mai Khao Introduction
To build understanding about current Mai Khao situation
Tourism & Hospitality Career
Introduction
Mai Khao Hotel Tour
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Open-minded Project
Hilton PhuketMotto Hikaru Hilton PhuketOpen-Minded Project
Anatara Vacation Club Mai Khao
Group Study for Tour
Design
To give the participants the skills and a hands-on experience in designing the tour
Business Skills and
OTOP
Tour and Community Visits
To give awarenessabout OTOPproduct ideas and entrepreneurship
To enhance sense of belonging to Mai Khao and identify OTOP
Day 2: Programme and Intended Learning Points
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United World College ThailandTambon Thailand
Open-Minded Project
Motto Hikaru
JW Marriott
United World College Thailand
OTOP: One Tambon One Product
Beach Cleaning
To emphasise importance sustainable environment and ecotourism
Motto Hikaru
Customer Service Orientation
Training
IMC Strategy for Tourism
Practical Session at
Hotel
To build knowledge practical skills on customer service
To give practical knowledge and tools on promotionand marketing communication
Prince of Songkla University
To give practical experience on hotel operation and services
Coriacea Resort
Day 3: Programme and Intended Learning Points
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Motto Hikaru Hilton Phuket Prince of Songkla University
Coriacea Resort
Preparations for
Participants
Preparation time for participants
Thematic Practical
Session
Dinner and Closing
A one-day practical session on ecotourism tour and tourism products arranged by the students
A closing ceremony involving participants, invited guests and stakeholders
Day 4: Programme and Intended Learning Points
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Motto Hikaru, Coriacea Resort
Motto Hikaru, Coriacea Resort
Motto Hikaru Motto Hikaru Motto Hikaru
Coriacea Resort Coriacea Resort Coriacea Resort
Potential Stakeholders Involvement
Hotels
Local Authorities
Foundation, NGOs, University
39International Union for Conservation of Nature
& Natural Resources
Ministry of Tourism and Sports, Thailand
Phuket Provincial Authority
Thailand Courts of Justice
Prince of SongklaUniversity
IATSS Forum
Mai Khao Marine Turtle Foundation
Project Deliverables and Impacts
Knowledge & Skills
Tourism Routes & OTOPOnline Promotion Tools 40
● Pre-test● Post-test● Observation sheets● Customer feedbacksKnowledge & Skills
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Project Deliverables and Possible Impacts
Necessary knowledge foundation on ecotourism and sustainable community for the youth.
Encourage lifelong learning.
● New unique tourism routes in Mai Khao
● New Mai Khao OTOP product ideas
Tourism Routes & OTOP
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Project Deliverables and Possible Impacts
New Mai Khao tourism routes and attractions to market and new unique product(s) to sell, relate
to turtles as local icon
OTOP: One Tambon One Product
● Social media feeds● Podcast● Vlog (Video Blog) - Youtube● Online forum Online Promotion
Tools
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Project Deliverables and Possible Impacts
Promotion and Communication Skills for youth to market Mai Khao as ecotourism destination in
Phuket, relate to turtles as local icon
ESTIMATED PROJECT COST
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Project Task Sub-Total1 Project Design $ 495.00
2 Project Implementation
2.1 Day 1 $ 670.332.2 Day 2 $ 560.332.3 Day 3 $ 570.332.5 Day 4 $ 1,807.00
Sub-Totals: $ 4,103.00
Miscellaneous: $ 205.15
TOTAL (scheduled): $ 4,308.15
Type of NumberProject Team Members 6Teacher 2
Youth (participants) 15IATSS Alumni + IATSS Forum 4Stakeholders (3 pp per day) 3
Total 30
Calculations were performed using US Dollar (USD) and “$” denotes USD
Potential Funding Sources
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IATSS Thailand Alumni
30%
Corporates20%
Crowdfunding 20%
Ecotourism Projects
15%
CoriaceaResort
15%
Total: $ 4,308.15
Project Deliverables and Impacts: A Summary
Knowledge & Skills
Tourism Routes & OTOPOnline Promotion Tools 46OTOP: One Tambon One Product
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Project Deliverables and Possible Impacts: A Summary
• The participating youth are motivated to promote Mai Khao as unique ecotourism destination in Phuket
• Training the youth is an investment in local social capital
• Trained youth will lead by example; show by doing
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Project Deliverables and Possible Impacts: A Summary
• Trained youth will act as agents of change, increasing awareness and mindset of older generation as well as the local community
• Increased awareness and socioeconomic change in Mai Khao will contribute to its resilience and sustainability
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Our Vision for Mai Khao, Phuket
• Not aware of the importance of sustainable development and tourism
• Care less about the natural environment
• Afraid of change and losing jobs• No direct benefit from tourism
with only “average” income• Youth has no skills and knowledge
in tourism• No unique tourism products
A sustainable society that can harness Mai Khao’s unique
cultural heritage and natural environment for ecotourism in socio-economic development
Photo Credit: Mai Khao Marine Turtle Foundation
Present Mai Khao Future Mai Khao
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Acknowledgements
We would like to express our gratitude to IATSS, IATSS Forum, the professors, seminar leaders, volunteers and contributors. Without them, this outcome of this group
study presentation would not have seen daylight.
THANK YOU
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AppendixesMore details for interested parties
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Planned Schedule
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Links Between Learning Points and Learning Methods
Learning PointsLearning Methods
Seminar Field Study
Skills Training
PracticalSession
To Improve participants’ awareness about the importance of preserving ecotourism and locality to strengthen community
To Improve participants’ knowledge about career image Hospitality and Tourism Industries
To Improve participants’ skills needed in Hospitality and Tourism industries
To experience delivering a service in various tourism stakeholders from upstream to downstream 54
Planned Schedule
DAY 1 Involved Stakeholders Budget Estimation
Expectation from Youth
Orientation & Team Building Motto Hikaru
USD 670
● Gain understanding of Tourism and Hospitality industries
● Learn about tourism potential and current challenges Mai Khao has to face
Introduction to Mai Khao : (Background, Tourism Landscape, Environments)
Open-minded Project
Occupational Options in Tourism & Hospitality
Hilton PhuKet
Hotel tour and around Mai Khao Anatara Vacation Club MaiKhao
Review & Reflection
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Planned Schedule
DAY 2 Involved Stakeholders Budget Estimation Expectation from Youth
Group Study on Design Tour Open-minded Project
USD 560
● Design tourism routes that ready to be developed and promoted
● Generate new OTOP product ideas
● Gain understanding of working in tourism and hospitality industries
Group Study on Design Tour Motto Hikaru
Business Skills and OTOP United World College ThailandTambon Thailand
Tour & Community Visits Motto Hikaru, JW Marriot Hotel
Tour & Community Visits Anatara Vacation Club MaiKhao
Review & Reflection
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Planned Schedule
DAY 3 Involved Stakeholders Budget Estimation Objective
Environmental Cleaning Motto Hikaru
USD 592
● Clean 5km beach length
● Learn about customer service skills
● Learn about marketing and communication skills and design a marketing strategy
● Apply learned skills and knowledge at hotel
Cust service orientation training
Hilton Phuket
Cust service orientation training
Hilton Phuket
Integrated marketing communication strategy for tourism
Faculty of Hospitality and Tourism Prince of Songkla University
Practical at hotel
Review & Reflection
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Planned Schedule
DAY 4 Involved Stakeholders Budget Estimation
Objective
Preparation for Participants
USD 1,794
● Apply acquired knowledge and skills in practice (work as tour guide, receptionist, etc)
D-Day (Thematic Practical) Motto Hikaru, Corea Boutique Resort
D-Day (Thematic Practical) Anatara Vacation Club MaiKhao
D-Day (Thematic Practical)
Dinner and Closing
Dinner and Closing
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