Hospitality Destination & Development: Railay Beach, Thailand Report

This report provides an executive summary on the destination development of Railay Beach in Thailand, emphasizing its importance for the hospitality industry. The study analyzes policy approaches like quality tourism, environmental planning, and community-based tourism to enhance destination appeal. It also explores methods for improving holistic tourism planning, including national and regional planning and stakeholder involvement, to promote sustainable development. The report highlights the crucial role of tourism planning in physical regeneration and overall destination enhancement. This report aims to improve the development of Railay beach to attract more visitors to the destination.

HOSPITALITY
DESTINATION &
DEVELOPMENT

EXECUTIVE SUMMARY
Destination development is very essential for the increase within the hospitality industry. This is
pertaining to the fact that in case the destination is maintained in proper and effective manner
then this will attract the consumer and visitors towards the place. The present study was based on
Railay beach situated in Thailand. The current study outlined the various policies which were
used in the destination development and regeneration like quality tourism and governmental
planning approach and many others. Along with this there were different ways in order to
improve the holistic tourism planning like promotion of the destination doing planning at
National and regional level and many others. For the tourism planning plays and crucial role for
the development of the destination. This is particularly because of the reason that with help of
tourism planning the destination can be developed in effective manner.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
For the success of the place or the destination it is very important that there is proper and
continuous development of the destination. The tourism development is very important for any
of the country to get successful. The reason underlying this fact is that when the country will take
care of the destination then this will increase the popularity of these destinations among visitors.
Thus as a result of this the visitors coming to the destination will increase and it will result in
increase in sales of the destination. Report is based on Thailand which is also known as land of
smiles and is the jewel of Southeast Asia. In Thailand, the Railay beach is selected for the
development as a destination. This beach is famous destination for Rock climbing and includes
different Rock faces and caves. This is a small Peninsula which involves white sand beaches,
limestone Cliffs, Lagoon hidden inside cliffs and many other attractive things. The present report
will outline the different policy approached for developing the tourism destination. Along with
this it will also highlight the ways of improving the holistic tourism planning in order to
implement the sustainable development. In the end the role of tourism planning will be
highlighted for development of the destination.
MAIN BODY
Policy approaches in order to manage the development and regeneration of the tourism
destination
The tourism policy is being defined as the different set of the discourses and the different
set of decision which are taken for the effective development of the tourism destination (Koens
and et.al., 2019). The reason underlying this fact is that when the effective approaches are being
used for the development of the destination then this result in effective development of the
destination. The objectives of the tourism policy are to increase the developmental activities of
the destination. This is pertaining to the fact that the use of the policies relating to tourism is
essential in order to develop the destination. In the present study the destination selected is
Railay beach which is situated in Thailand. For the effective working and management of the
Railay beach the different approaches used are as follows-
Quality tourism approach- the quality tourism is the concept which is used by destination
and organization involved in tourism. It is applied in way of increasing the increasing the quality

tourism experience of the consumers in order to increase the popularity of the destination. The
quality tourism approach is a method which can be assisted to Raily beach in order to improve
the tourism over there. The reason underlying this fact is that if the major focus will be on
tourism which is a good quality than this will attract more of the visitors. Hence this quality
tourism approach will be assisted to Thailand Raily beach in order to attract more of the
consumers and visitors to the beach. Under this theory or an approach the management of the
beach can include the different services which are of high quality and this will attract the visitors
and as a result of this the sales will increase to a great extent. For instance if the quality of the
food products at Raily beach is not good then this will not attract more of the visitors. Hence, this
will decrease the sales and popularity of the beach.
Environmental planning approach- in addition to this another major approach under the
effective tourism management and destination development is the environmental planning
approach (Sheresheva, 2018). This is a type of approach where in the destination place
undertakes the strategies which will protect and safeguard the nearby environment. The reason
underline this fact is that if the destination will take care of the nearby surrounding as well then
this will motivate visitors to come to the place and enjoy their leisure time. When the major
focus of the destination is over protection of environment and the surrounding and resources then
this will attract more of the visitors and as a result of this, sales of the destination will increase
and profitability will increase. For example is Raily beach is undertaking the use of the
recyclable and reusable products at the beach then this will attract more of the visitors to the
place and will result in increase in profitability of the company.
Community based tourism- along with this and other type of tourism which can be
undertaken for the destination development of Thailand really beach is the use of community
based tourism. The reason behind using community based tourism is that it is a type of tourism
where in the local communities invite tourist within that community. Here the local people
guides visitors and tourist coming to the place with the culture local and the daily lives of the
people. This is a form of sustainable tourism which helps the travellers in connecting with the
local community of the place where they have visited. This is a good type of tourism in the
development of the destination places. The reason underlying this fact is that when the visitor
will connect with the local people then this film increase the interest within the city of the place
and as a result of this sale will increase of the destination. Hence it is advisable to Raily beach

that they must focus on community based tourism and promote the local culture of Thailand at
the beaches. This in turn will attract the visitors and tourist and will improve the destinations
marketing. For example in case Raily beach is involving and complying with proper Corporate
Social Responsibility (CSR) then this will protect the community and also will attract majority of
the people.
Ways of improving the holistic tourism planning can be implemented for sustainable
development
For the completion of any task the most essential aspect is the effective planning. In case
the planning is not good enough effective then this will not result in attainment of the aims and
objectives of the study (Konovalova and et.al., 2018). The reason underlying this factors that the
planning is the base for each and every step undertaken within the development of anything from
still here in the present case the destination place that is really beach in Thailand is to be
improved and made better. The reason underlying this fact is that planning is the best project
guides working within the future.
Under tourism management well planning is the most essential aspect as it provides
guidance to the people that how they had to undertake promotion of any of the destination
(Varelas and Vrionis, 2020). For effective destination development it is very essential to have a
holistic tourism planning. This holistic tourism planning is a new alternative product within the
industry. The reason for this fact is that this type of planning assists the destination management
in order to analyse different trends among the tourist and visitors relating to the destination. With
this help of holistic tourism planning at Raily beach comes to know about the current trends and
try to implement it into the operations of the beach. Hence this holistic tourism planning will
motivate and create a good image among the visitors and the visitors will be stimulated for
coming to the place frequently. For example the latest trend among the consumer is of quality
oriented services and it is the duty of the beach to provide these services to the consumers. This
is generally that Raily beach can undertake the use of the holistic planning in order to make the
strategies in direction of the providing of quality services to the consumers. In addition to this the
beach must undertake effective quality products in the infrastructure of the beach.
There are different types of methods which are assistive in conducting the holistic
tourism planning. The first method is to plan at both National and regional levels. This is the
most essential type of planning which will assist to the management of relay beach in order to

maintain a good destination place. The reason underlying this factors that when the beach will
undertake protection of the place at both National and regional level then this will attract more of
the visitor's. For instance if the sales of the beach are increasing then this will also assist the
economy as well. The reason underlying this fact is that when the sales will increase then as a
result of this profitability will increase which in turn will result in increase in tax payment from
the side of beach. Hence this will also increase the income of the government in the form of
taxes and this will improve the national working as well.
Within the local level or the regional level also the beach will assist in the development.
The reason underlying this fact is that when will a beach will focus on sustainable tourism
planning then this will increase the local culture as well. Hence as a result of this local sales will
also increase. For example, with help of focus on local culture Raily beach will promote the local
products at their beach and as a result of this the sales and popularity of the local culture will
increase to a great extent.
In addition to this another major type of holistic planning for the Raily beach is to involve
all the stakeholders of the destination (Wang, Hung and Huang, 2019). The reason underlying
this fact is that when all the stakeholders of the destination like the management employees
consumers government etc are included within the management of the destination then this will
motivate the visitors to come to the place in large numbers. The reason for this fact is that when
the stakeholders are involved in decision making then this will attract the visitors as all the
people are being included within the management of the destination. As a result of this the
destination will be managed and more proper and effective manner because suggestions of many
people are included in the management. As a result of this more of the consumers will like the
fact that all the stakeholders are involved at the time of planning. For example the major
stakeholders of the beach are the people working at the beach and if they will be satisfied then
this will motivate them to work in more effective manner. Hence, this will increase the sales of
the company.
Role of tourism planning for developing the destination
The tourism planning is being defined as the planning done for the development of the
destination and to increase the popularity of the destination (Andrades and Dimanche, 2019).
Hence the use of tourism planning plays an important role in the development of the destination.
The major role played by tourism planning in the development of Raily beach are as follows-

The major role which tourism planning poses in the development of the destination of
Raily beach in Thailand is the physical regeneration. The physical regeneration is being defined
as the development of the infrastructure and building the environment in order to attract more of
the visitors to the place ((Wang, Hung and Huang, 2019)). For instance, the infrastructure of the
beach can be upgraded and this will attract more of the visitors coming to the place. This up
gradation can be taken place with help of constant market research and analysing the latest
changes within the needs of the consumers. This is essential as with help of market research the
beach can undertake the latest changes and can implement those in order to increase working
efficiency of the beach.
In addition to this another major role which tourism planning plays in the development of
the destination is the social benefits. The reason underlying this fact is that if the management of
the destination place works effectively in the development of the destination then this will result
in many social benefits. The major benefit is the reduction in the poverty of the country. The
reason underlying this fact is that the regeneration of the destination results in increase in
employment opportunities and this will result in reduction in the poverty. In addition to this there
will also be growth of the local culture and art and craft of the local environment. For instance,
when the operations of the beach will increase then they will increase the investment within the
social development activities.
Along with this another major benefit of the tourism planning in order to develop and
region with the destination of relay beach was that it will involve environmental benefits. This
reason underline this fact is that when the destination is improved then there is more cleanliness
and better quality and protection of the natural attraction. Hence as a result of this the destination
is been generated and improved and proper and effective manner. When the destination is being
developed than this result in better cleanliness of the surrounding as well. As a result of this the
result will be improved performance and effectiveness of the destination and the effective
development of the destination and surrounding. For example when the beach tries to improve
their operations then they will invest in more environmental protection activities. the reason
underlying this fact is that the environment protection is the latest trend among the consumer and
for success it is essential for Raily beach to adapt to it.
Moreover from the analysis it was evaluated that the tourism planning plays an important
role within providing economic benefits as well. The reason underlying this factors that there is

creation of indirect jobs within and nearby the surrounding of the destination. As a result of this
the jobs created result in increase in employment within the economy and as a result of this it for
the increases the increase in purchasing power of the people. The reason for this fact is that
earlier the people were not having job and after they got employed the purchasing power
increased which in turn increases the flow of money within the economy. in addition to this the
local income also increases of the people as due to the increase in destination visitors will come
and if they will come then they will buy the requirements from the local surroundings. As the
result of this the income of the local sellers will increase resulting and adding to the national
income of the country.
CONCLUSION
In the end it can be concluded that managing the destination is the most essential aspect
for the betterment of the place. The reason underlying this fact is that when the destination is
managed effectively then this will result in increase in the number of visitors coming to the
place. The present study we evaluated the fact that use of quality tourism approach
environmental planning approach and community based tourism very essential for the
development of theme destination. In addition to this it also highlighted the fact that planning at
both National and regional level is essential and involving all stakeholders is also necessary. In
the end it was evaluated that tourism planning plays a vital role like physical regeneration social
benefits environmental benefits and others.

REFERENCES
Books and Journals
Andrades, L. and Dimanche, F., 2019. Destination competitiveness in Russia: tourism
professionals’ skills and competences. International Journal of Contemporary
Hospitality Management.
Koens, K., and et.al., 2019. The Smart City Hospitality Framework: Creating a foundation for
collaborative reflections on overtourism that support destination design. Journal of
Destination Marketing & Management, p.100376.
Konovalova, E.E., and et.al., 2018. Forming approaches to strategic management and
development of tourism and hospitality industry in the regions. Journal of
Environmental Management & Tourism, 9(2 (26)), pp.241-247.
Sheresheva, M.Y., 2018. The Russian hospitality and tourism market: what factors affect
diversity and new destination development?. Worldwide Hospitality and Tourism
Themes, 10(4), pp.510-522.
Varelas, S. and Vrionis, I.A., 2020. Disruptive Technologies and Hospitality Entrepreneurs
Perceptions: Strategic Approach of a Greek Destination. SPOUDAI-Journal of
Economics and Business, 70(1-2), pp.106-116.
Wang, S., Hung, K. and Huang, W.J., 2019. Motivations for entrepreneurship in the tourism and
hospitality sector: A social cognitive theory perspective. International Journal of
Hospitality Management, 78, pp.78-88.