Main Article Content
The study of Blue tourism as a new tourism form for shaping Thailand into the tourism hub of the ASEAN Community aims to study concepts and modes of Blue tourism as a new tourism form for Thailand, utilizing the available fishery resources in Phuket, Thailand. This research also proposes approaches to strategic plan of Blue Tourism for sustainable tourism development. The research employed mix methods, using both qualitative and quantitative techniques which included in-depth interviews, documentation analysis, direct observation and questionnaire survey. The sampling was 21 in-depth interviews and 381 tourist surveys. The findings highlighted that fishery resources were regarded crucial for the new form of tourism in Phuket (Blue tourism), with focus on conservative activities, the significance of local ways of life and responsible form of tourism. The results also revealed the importance of management and the enhancement in the tourist perception of this Blue tourism form. This research proposes two major strategic plan which include management and marketing strategic plans.
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