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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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