Tourism

Discover Pattaya Known as Thailands oldest and well-known international beach resort, Pattaya has a lot to offer to its tourists. It is referred to as Thailands original tourist resort and it features a variety of activities and attractions such as sunny beaches, family-friendly leisure parks, wonderful restaurants, nightlife and great value shopping. It is also a multi-cultural destination that guarantees the best of services and facilities to tourists from all parts of the globe.

Quick Facts about Pattaya A Macro Overview
It is located on the east coast of the Gulf of Thailand about 165 km southeast of Bangkok located within but not part of Amphoe Bang Lamung (Banglamung) in the province of Chonburi (Freebase, Pattaya).
 Gorgeous tropical islands play host to low-end guesthouses or stylish and contemporary five-star resorts (Emmons, 2010, p. 1).
Area 22.2 square km (8.57 square mile)
Population 104,318

Destination Analysis
Pattayas location is just an hour away from Bangkok Suvarnabhumi Airport and just a couple of hours away from Bangkok which makes it a top weekend getaway for those who want to escape from the hustle and bustle of city life. It features more than 300 hotels in different price categories. The main highlight and attraction in Pattaya is the picturesque beach. The major Thai historical and cultural sights cannot be found in this lively town.

ProductsHighlights
Anyone who considers Pattaya for a beach getaway should choose between the two distinctive sides of this destination. The more developed area is Pattaya itself where one can expect great nightlife and a unique party experience. It also features the entertainment facilities, clubs and the big shops plus a variety of services. Located along the other side of a small hill on the south of Pattaya is the popular Jomtien Beach area. This part is the more conservative and family-oriented area. It offers a wholesome environment with numerous hotels and other accommodations and several nice restaurants. Jomtien Beach area is just 15 minutes away from Pattaya.

Eating is one of the highlights of any trip to Thailand, and it doesnt take long to see that the locals are equally enthusiastic about their national cuisine (Burke, 2008, p. 44). Thai staples and specialties are rice, noodles, curry, salads, stir-fries and deep fries, soups, fruits and different kinds of sweets. Staples in beverages are coffee, tea, fruit drinks, beer and whisky. Thai dishes are world-famous for their distinctive taste and authentic flavours. There are also a variety of dishes for vegetarians.

It features over 300 hotels plus various amenities to suit different budget requirements. Pattaya is also known for its beauty and world-class hospitality.

Some of the most highly recommended recreational activities include lawn tennis, golf, gyms, shooting and elephant rides. Water-based activities include surfing, snorkelling, parasailing, scuba diving, speedboats, water skiing and deep sea fishing. There is also adventure of all kinds here extreme sports on land and sea, trekking to hill-tribe villages and abseiling down sheer limestone cliffs (Emmons, 2010, p. 1).

Market and Market Segmentation
Pattaya, Thailand offers an extraordinary vacation experience for those who especially love the beach and the great outdoors. There are suitable facilities and activities for tourists of all ages. It is also a destination that caters to a wide range of market and consumer needs and standards  for the entire family, groups of friends, honeymooners and couples and many others.

An overwhelming 5 million visitors visit Pattaya every year. The number of repeat visitors is high which speaks volume of the Thai hospitality (My Pattaya Holiday, Facts and Figures). The figure also reflects the hospitality of Thai locals. Furthermore, the world-class and impressive infrastructure also contributes to the tremendous rise of Pattayas tourism industry.

Pattaya can offer a serene and peaceful atmosphere for those who prefer a quiet and rejuvenating vacation at the same time, it can also offer an exciting and thrilling experience for those who love sorts of outdoor and indoor activities as well as those who want to stay active even while on vacation.

Those who especially love to dine and party can enjoy the vibrant nightlife in Pattaya with its great restaurants, nightclubs, bars and cabaret shows. Other options are snooker clubs, bowling and billiard halls.
Tourists who want to pamper themselves can also enjoy a wonderful Thai massage or sauna. And those whose vacation will not be complete without an extraordinary shopping experience can explore the shops day and night to search for amazing finds and souvenirs at reasonable prices. Clearly, Pattaya has a lot to offer to tourists from all walks of life.

The Image of Pattaya
Pattaya used to be a humble fishing village. However, its development along with its natural beauty can be considered as major breakthrough in Thailands tourism industry, it has also created quite an impression to the rest of the world. Pattaya is also known for go-go girls, gay scene, escorts, wild nightlife and sex trade. The book Pattaya Beach by J. Elray which is based on a true story exposes the sex trade in Pattaya, Thailand. It reflects real scenarios from Pattaya including women and sex (2010). Such industry and general concept about Pattaya can hurt its brand image and can also impose limitations on its target market. Given the fact that several wholesome activities are also available in this vacation spot, marketing such features and facilities can lose their essence. Furthermore, it would be very difficult to reach out to the real target market which includes tourists from all walks of life across different age groups and nationalities. The negative impact of sex trade, gay scenes and go-go girls can overpower the best things that Pattaya has to offer among tourists. For this reason, it is important to promote its tourism in a positive light while focusing on its highlights which are geared towards meeting the demand of its target market. First step is to determine the target market with consideration to the types of tourists that usually go to the place. Second is to build a clean and wholesome image that will encourage the target market to visit the place. Third is to pay close attention to the services, facilities, activities and type of accommodations that will meet the target markets needs with due consideration to various environmental factors.

Concentrating on these aspects can promote far more positive tourism to Pattaya and can help eradicate the concept of women and sex in this vacation hotspot.

Building a New Image for Pattaya
Destination Benchmarking
A new marketing strategy will eradicate all negative images of Pattaya. It will slowly but surely rise as an environment-friendly, family-oriented and peaceful haven where tourists can enjoy a relaxing vacation. Moreover, it will no longer be set apart from traditional Thailand because authentic Thai values will dominate the new Pattaya. It will rise to become more edgy yet conservative, cleaner and more earth-friendly. New rules will be implemented in nightclubs and bars to ensure that minors will not be allowed. In line with that, minors will not be allowed to purchase alcohol and cigarettes. Proper trash disposal will be implemented in all places as well and conservation of marine life will be given enough attention. Pattayas image as a City of Sin and Sex will slowly be thrown away as a brand new level of tourism marketing will be initiated.
The strategic planning process results in self-assessment and baseline development for the organization, which in turn identifies weaknesses that the company must address in order to achieve and maintain a sustainable competitive advantage (Kettenacker, 2009, p. 1).

The process of cleaning up Pattaya and its negative image will become possible through a new marketing plan. Partnership with Thai government is necessary in implementing new rules and regulations particularly among minors. Controlling the sex trade and notorious nightlife should be done with proper coordination with the government agencies. Setting up new standards with regards to the operation of clubs and bars can help in uplifting the reputation of nightlife in Pattaya.

Destination Positioning
Pattaya, Thailand should be positioned in the tourism market as a unique and diverse vacation getaway that offers multiple opportunities for fun and excitement for the entire family, kids of all ages, couples and honeymooners, groups of friends, adventure-seekers, nature and beach lovers, party people and shopping fanatics. It will become known as a place where nature meets pleasure thus completing the whole holiday experience and promises a lot of fond memories worth keeping.

Since the major highlights of Pattaya are the beaches, resorts and outdoor activities, it just makes a lot of sense to concentrate on these aspects in making a suitable tourism development plan. The plan is to concentrate more in promoting it as a family-oriented seaside vacation getaway that features a lot of wholesome leisure and recreational facilities. Tourism, recreation and leisure are generally seen as a set of interrelated and overlapping concepts (Hall, 2006, p. 4).

Tourism Destination Development
Price
Vacation Packages for Pattaya, Thailand vary in terms of price and depending upon the choice of accommodation. A top deal for a 5-Star Hotel in Pattaya like the Sheraton Pattaya Resort costs 159 and up per night while a special deal at 4-Star Siam Bayshore Resort and Spa costs only 83 and up per night. In general, the cost of accommodation can range between 75 and 400night per room or unit with two guests for top hotels (4-Star and 5-Star) and between 25 and 70 for budget-conscious guests who prefer affordable hotels with cheap rates (average 3-Star hotels and others). Other top options for accommodation include the 4.5-Star Royal Cliff Beach Resort (99 and up promos), the 4.5-Star Dusit Thani Pattaya (88 and up per night promos), The Champ Pattaya Hotel (30 Guiding Price per night) and Central Pattaya Hotel (43 Guiding Price per night) among hundreds of others ranging from the most luxurious all the way to the basic types.

Prices do not include taxes, extra guest charges and service fees. As with any other vacation destinations, accommodation prices go up during the peak seasons, weekends and holidays by as much as 10  20. Featured promos are also mainstays of Pattaya vacation packages so it is not very difficult at all to find a good deal that will suit ones budget requirements and vacation style perfectly (Trip Advisor, 2010, Top Deals for April 24).

With more than 300 hotels across different price range, tourists can make a choice that is perfectly at par with their budget. A practical yet decent choice would be a middle-class hotel that costs around 70 dollars per night for two persons such as Pinnacle Jomtien Resort Spa, Best Western Premier Signature, Siam Bayview Hotel and Jomtien Thani. These are just some of the hotels in Pattaya that offer deals which are reasonable enough to let tourists enjoy a comfortable yet very affordable accommodation.

Place
Pattaya,Thailand is famous for its pristine beaches, crystal clear waters, glorious ambience and relaxing atmosphere. It is a highly-regarded vacation spot in the south-east Asia because of its diverse features. The sunny beaches are admired by tourists from all over the world, particularly the Europeans. It combines the pleasure of first-class beach resorts, high end city-like dining experience, shopping and leisure and night entertainment facilities. From a fishing village, it evolved into a true cosmopolitan meeting spot for travellers, expat communities and Thai people. An enticing vacation at Glorious Pattaya will also provide opportunities for a secluded and private escape in the wonderful natural scenery with over 30 offshore islands stretching within a radius of around 30 miles around the area.

The beautiful waters of Pattaya attract divers from all over the world. For anyone who is planning to dive, it is important to organise some items prior to the set vacation in order to ease the ability to jump right and explore the deep waters. Inquire from the travel-insurance provider if it offers extra insurance for those who are planning to have diving activities. Those who have certain medical conditions like mild asthma should ask their doctor to sign a certificate that proves their ability to dive safely. Ensuring these diving requirements is necessary before the designated trip to avoid hassles. For those who intend to have deep dives and night dives, it is necessary to bring a proof of previous diving experience. Lastly, bring non-drowsy motion sickness pills. Technically, dive operators are prohibited from giving medicines. Such act is illegal for them. It is therefore advisable for tourists to bring their own medicines from their own native countries for safety considerations and to avoid unwanted side effects that can ruin the vacation (Burke, 2008, p. 384).

Hiking is another pleasant activity in Pattaya as well as in southern Thailand. However, there are laws that
govern such activities. One is not allowed to hike alone. Someone from the local community should be aware of where one intends to hike, how far and how long the activity will last. Make it a point to bring lots of water and insect repellent. Hikers should take their rubbish back with them. And lastly, sturdy shoes are required for the activity as well as long pants to serve as extra protection in case of leeches and snakes (Burke, 2008, p. 384)

Product
Pattaya, Thailand offers beautiful sandy beaches, different types of accommodations, water activities, diving hotspots, beautiful corals and various kinds marine life sports and many other entertainment facilities. It also features an authentic dining experience, colourful nightlife, interesting shops and boutiques and various wellness services like traditional Thai massage, sauna and spa.

Promotion
Promotional Work Plans to improve tourism in Pattaya should include various multimedia campaigns (TV and radio ads), partnership with travel agencies, advertising via the internet and through multiple websites that focus on travel and tours, leafleting and with the help of public relations (press releases, article write ups, travel newsletters etc.). Participating in Trade Fairs can also be helpful in order to reach out to a lot of people and do a product detailing on what Pattaya has to offer to tourists. To enhance the image of Pattaya, it is extremely beneficial to re-package it in such a way that it promotes wholesome activities for the whole family. A family-oriented campaign is more diversified because it encompasses a broader market that includes people of all ages starting from small children all the way to the grandparents who want to have a relaxing and rejuvenating vacation and everything else in between  parents, couples, honeymooners, groups of friends and retirees. A new brand image for Pattaya can give rise to a multitude of opportunities that focus on clean fun and excitement while providing all the best amenities that a vacation hotspot has to offer. In addition to that, a family-oriented tourism campaign is more aligned with the various environmental awareness programs that will be implemented in Pattaya.

People
The people in Pattaya consists of the locals, expatriates, retirees, fishing community large number of foreigners and those who are registered in other places in Thailand but stay there primarily for work. Some people who are of Thai-Chinese origin also reside in Pattaya.
Total Population 104,318 but can go as high as 500,000(Wikipedia).
Local Thai people are known for their hospitality and warm welcoming smiles to their guests.

Psychology
Building a marketing campaign for Pattayas tourism that focuses on environment-friendly measures can help in changing its image to the rest of the world. Creating the much necessary change is a challenge considering its history and reputation. However, using this as a benchmark towards environment-friendly, wholesome and family-oriented tourism, there is no other way to go but up. The standards can be reset and a new Pattaya will be introduced to the public.

Politics
The city of Pattaya is a self governing municipal area which covers the whole tambon Ning Prue (Nongprue) and Na Kluea (Naklua) and parts of Huai Yai and Nong Pla Lai (Freebase, Pattaya)
Pattaya is administered by the mayor who is responsible in creating the policies, organizing services for the public and supervising the employees of Pattaya city administration.

Public Opinion
Thailand is well-known for its rich culture and tradition. It is also known for its natural beauty, wonderful beaches and authentic cuisine. The Thai locals are known for their warm greetings to tourists and world-class hospitality. All these things somewhat set Pattaya far from traditional Thailand. Pattaya, despite having great beaches, lush green landscapes and luxurious hotels, carries a negative image under its name caused by the dominance of bars, nightclubs, wild nightlife and sex in this part of Thailand. Thai culture is not the major highlight in Pattaya. In fact, it continues to carry the image of being a City of Sin and Sex.

Positioning
Pattaya, Thailand is a tourist beach destination that is easily accessible to the general public. Thailand is cheap and well organised, and the steady flow of travellers moving up and down the coast means that travel can be as comfortable or as rugged as you want it to be (Bindloss, 2004, p. 4).

Pattaya is generally known for its wild nightlife, sex trade and prostitution. However, at the same time, it is being marketed as a wholesome vacation getaway for families.

Participation
By establishing partnership with some of the most highly respected environmental organizations in Thailand and in the entire Asia such as The Thailand Environment Institute, Wildlife Friends of Thailand and World Wildlife Fund Thailand, appropriate measures can be implemented to conserve the environment while doing the marketing campaigns. Coordinating with the government of Thailand can speed up the process of coming up with new laws concerning the environment or in passing several rules and regulations that will be implemented in Pattaya in order to preserve its natural beauty, protect and conserve its marine life and maintain its cleanliness. Some appropriate measures include the following
Increasing the number of trash bins around the area and positioning them strategically to ensure that all places are covered.

Practice segregation of waste products by designating separate trash bins for biodegradable and non-biodegradable products.

Minimize the use of plastic. Instead, use paper materials (paper bags, paper plates etc.) to hold food items bought within the area

Implement diving rules and regulations to protect marine life
Encourage tourists to try activities that do not cause harm to the environment such as hiking, bicycling, snorkelling, parasailing, zip lining and sliding, bungee jumping and riding the banana boat.
Increase the price and tax for cigarettes and alcohol
Improve the security in nightclubs and bars. Designate law enforcers or public authorities to keep eye on what is going on in the night scene.

Implement anti-drug campaigns and continue the fight against prostitution

Partnership
Anyone can make a difference in Pattaya, Thailand in order to create a positive impact in its tourism. Some of the leading advocates that work towards the conservation of nature in Thailand are the Wild Animal Rescue Foundation of Thailand, The Bird Conservation Society of Thailand, Thailand Environment Institute, Wildlife Friends of Thailand and World Wildlife Fund Thailand.

PackageProgram
The marketing plan should be focused on building Pattayas brand new image as a clean and green, environment-friendly and family-oriented vacation destination where nature meets pleasure. This program can improve its standards and can transform it into one of the most decent places to visit in Asia.

PeriodTiming
Locals, expats and retirees experience overcrowding and extreme traffic along its major roads during the peak seasons, usually between November and March.

Foreign tourism in the whole of Thailand amounted to 14.5 million visitors in 2007. More than one million tourists visit Pattaya every year (Murray). Thus there are instances of overcrowding in beaches particularly during the tourist seasons. The busiest period for Pattaya is during the months of November to March (Thailand Travel Online). During these months, rush-hour traffic can go really bad particularly when there are festivals and holidays. The beaches are also left littered with trash.

Process
Tourism had created an overdevelopment but also caused some environmental degradation to the place. Thus it is of utmost importance to address these environmental impacts and issues accordingly to maintain a sustainable tourism.

How to Address Overcrowding that Causes Environmental Degradation in Pattaya
Increase the Entrance Fees in designated beach areas
Implement extra fees for the most in-demand activities during peak seasons

Solve the problem of prostitution  eliminate nightclubs that feature go-go girls and illegal activities  address the issue of sex trade in order to avoid visitors who have other motives other than to have a purely wholesome experience in the place. This will also stop individuals who repeatedly go back to Pattaya just for the prostitution and affordable sex.

Control the number of vacation packages being offered by travel agencies that feature very cheap rates particularly during the peak seasons

Limit availability of outdoor and beach activities during the peak seasons
Increase the cost of wellness services during the peak seasons such as spa treatments, Thai massages, sauna and others.

Set designated months wherein visitors can be limited to a minimum to allow a recovery period for the place. This can also help in solving the traffic problems in Pattaya which are normally encountered during the peak seasons, holidays, festivals and other occasions.

Set designated months wherein the clubs and bars will be closed temporarily to allow certain visitors to enjoy an exclusively serene, quiet and peaceful ambience. This can also help in eradicating the negative image of Pattaya. Furthermore, keeping the bars and nightclubs close for some time contributes to energy conservation.

The development of a certain place as well as the progress in its tourism can lead to environmental degradation to some extent. This issue is hard to control since many different people visit the place throughout the year. It is hard to maintain certain standards among tourists because no matter how hard the business operators implement certain rules, there will always be some who could not care less about throwing or leaving litter in the beach and in other places, disposing plastic containers anywhere, not segregating non-biodegradable from biodegradable trash and tossing cigarette butts anywhere. Hotel, restaurant and beach staffs, business operators, locals and tourist guides are not enough to set the standards or implement the rules. As much as they can set good examples to the tourists andor other visitors, they do not have the right authority to go after them or to sue them for littering or for offending the nature. Such approach can even be interpreted by some tourists as rude and far from being hospitable.

For this reason, it is important to coordinate with proper government authorities as well as various environmental organizations to initiate laws, rules and regulations that can help in preventing environmental degradation to a particular tourist spot in this case, in Pattaya, Thailand. Furthermore, environment-friendly practices should be incorporated in its marketing and promotions. Positioning Pattaya, Thailand as an environment-friendly tourist destination can help in promoting cleanliness and discipline in this place.

There are other basic steps that can also make a difference in promoting responsible and sustainable tourism
and at the same time can help in building awareness amongst its visitors, expats and even among the Thai locals. Here are some pointers for responsible tourism in Pattaya and other parts of Thailand as stated by Andrew Burke and his co-authors in Thailands Islands  Beaches Regional Guide
Reduction of garbage by simply buying drinking water in returnable glass bottles. These are available in some of the restaurants. Alternatively, it also helps to re-use plastic bottles by refilling them when drinking water is being provided from returnable containers.

Refuse the plastic straws and plastic bags which are usually being provided each time you purchase a drink.
Never throw cigarette butts in the beach or ocean. Be mindful of disposing them only in designated receptacles.

Try to double up or share with the other travellers for snorkelling outings in order to help in conserving fuel.
Avoid eating in restaurants that serve exotic wildlife species especially endangered marine life, birds nest soup and sharks fin soup. Try your best to report offending restaurants and eateries to the Tourist Authority of Thailand (TAT) or to the Royal Forest Department.

During boat trips and island visits, as well as during scuba diving activities, collect any rubbish or trash that you see and dispose it appropriately in the mainland or wherever a proper disposal facility is provided.
Do NOT buy souvenirs that are made from rare plants and animals including the ones which are made of ivory, sea shells, turtle products, mounted giant insects and shark teeth.

During water activities such as diving, do not touch or walk on corals. Be mindful of your movements to avoid accidentally sweeping into coral.

Do NOT harass marine life. (pp. 63  64).

A Growing number of overseas tourism companies now insist that Thailands tourism operators have environmental policies in place before doing business with them (Burke, 2008, p. 64).

Physical Evidence
For the material part of the service that serves as physical evidence, consumers tend to rely on some material cues. Disseminating and providing the physical evidences can be done via the internet through web pages, travel brochures, signage in vehicles and aircraft, uniforms and business cards.
Other physical evidences that Pattaya can make use of as marketing communications are its tourist attractions, resorts, beaches and various amenities.

Perception
The following are general perceptions that people usually have about Pattaya since its overdevelopment which need to be addressed, changed and improved in order to initiate a good marketing scheme
1. Nightlife in Pattaya has created a negative reputation in the world. Thus Pattaya has been named as the City of Sin and Sex.
2. Residents of Pattaya are often mistaken as tourists.
3. Crime rate and prostitution rise due to the large volume of people who go to Pattaya primarily to seek companionship and experience the nightlife
4. The overdevelopment of tourism causes environmental degradation and the beaches are left with litters.

A good marketing plan for Pattaya should not only address these issues but should also develop programs that aim to protect its general population.

Business Enterprises for Sustainable Tourism (BEST) has a strong belief that tourism can benefit destinations by providing better livelihoods for residents, preserving the natural environment and celebrating local culture, and that tourism can even restore cherished cultural traditions and landscapes and enhance the quality of life in economically disadvantaged communities (Harris, 2002, p. 297).

Any attempt to define tourism and to describe its scope fully must consider the various groups that participate in and are affected by this industry. Their perspectives are vital to the development of a comprehensive definition (Goeldner, 2009, p. 5).

Promoting Sustainable Tourism in Pattaya
An average visitor of Thailand can observe a number of practices in order to minimize the environmental impacts of tourism. Majority of the environmental issues that Thailand is facing are dependent upon the environmental regulations enforcement. Still there are several basic measures that tourists can perform to leave less of a footprint during the course of their vacation. Such measures are enough to help in maintaining the beauty of the surroundings and in preserving its natural beauty.