Identifying and Managing Tourist Crowds in Phuket, Thailand

This report investigates the challenges of managing tourist crowds in Phuket, Thailand. It begins by highlighting the problem of overcrowding, particularly during peak seasons, and its impact on tourist experiences and resource availability. The report then explores various stakeholder roles, including the tourism management board, transport sector, and hospitality services, emphasizing the need for collaborative efforts. It identifies assumptions made by stakeholders, such as the capacity of Phuket's infrastructure to handle increasing tourist numbers, and critiques their validity. The report proposes several solutions, including perimeter control at beaches and other attractions, implementation of online reservation systems to manage visitor numbers, and strategies to encourage tourists to visit during off-peak seasons. It emphasizes the shared responsibility between the government, stakeholders, and tourists in mitigating the risks associated with overcrowding and ensuring a positive tourism experience. The report also stresses the importance of efficient resource allocation and crowd safety measures.

Running Head: Crowd Management 1
Identifying and managing the risks associated with tourist crowds in Phuket, Thailand
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Introduction and problem statement
Attitude
Phuket region which is situated in Southern Thailand has over time become a famous
tourist attraction center especially as a result of its rich culture. The aspect of crowding during an
increase in the number of tourists especially during the holidays has led to crowding of visitors.
While some tourists and locals feels the challenge of swelling crowds in Phuket is a pill that shall
remain hard to swallow, there is hope that with the implementation of the right crowd
management strategies, Phuket can continue flourishing in the area of tourism without the large
number of visitors necessarily being a challenge.
Solution finding
Beginning
Due to the strategic location of Phuket in the South of Thailand, the island which is one
of the largest ones in Thailand continues to receive millions of tourist every year. A large
number of travelers flock the shores of the Island to enjoy the breezy and interesting
environment at the side of the waters. The island equally has a number of tourist attraction spots
such as the Big Budha in addition to a number of beaches such as Kata, Karong and Pata. At the
same time the tourists can be treated to boat rides at affordable rates. Phuket town in itself has a
rich culture which any visitor would definitely want to be part of while visiting the Island. Due to
the big number of attractive elements in the Island, it tends to receive a large number of tourists
every moment, an aspect which has since gone a long way in enhancing the social, cultural and
economic stability of the Island. However, the increase in the number of visitors has come with a
new headache for the tourism management sector. In the past, some visitors have complained of

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their inability to access certain areas of the island mainly due to the increased population of
tourists. The crowds make movement slow, cumbersome and at times expensive especially when
the resources available are far less in comparison to the number of visitors in need of the
services. The absence of specific crowd management strategies in Phuket has also made the
situation much worse hence the need for a speedy and long lasting solution to the risks associated
with such crowds. The attractive sites and the rich culture in Phuket serve as the main reason
behind the large number of tourists. However, the absence of appropriate visitor and crowd
management measures serves as the main source of problems associated with crowding of
tourists in Phuket Island.
Considering Again
The increase in the number of visitors as Phuket shouldn’t necessarily be seen as the
problem. The absence of strategic measures by the stakeholders to deal with this problem is
however the main issue in this case. The stakeholders in this case include the Tourism
management board. The organization is charged with controlling the number of tourists who are
received at the Island at a given time. Consequently, the tourism management can put in place
crowd control measures which stops any further reception of tourists once a certain threshold has
been attained. Based on the resources that are available, it is possible to identify the right number
of visitors who can be comfortably contained at the Island within a given period of time.
The other stakeholders include the transport sector. The body ensures the smooth
movement of visitors while visiting the sites and beaches at the Island. This implies that an
organized transport system would go a long way in reducing inconveniences despite the presence
of crowds. Furthermore the hotel and resort managers are important stakeholders. The hospitality

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sectors equally helps in controlling the number of tourists visiting the Island by notifying the
relevant bodies once the hotel rooms are fully booked. The tourists themselves are key
stakeholders who need to identify the right seasons to visit the Island. For instance, choosing the
low season would be more convenient for the visitors since smaller crowds are expected during
this period. In a nut shell, the problem may not only emanate from lack of crowd management
measures but also from the other stakeholders whose efforts would collectively see the
realization of an appropriate solution. While the body in charge of management identifies and
implements the right visitor and crowd management approaches, it would be important for the
tourists to equally adjust their schedules and hence visit Phuket at a time when they are unlikely
to experience hardships related to big crowds.
Exploring Assumptions
The history and the culture is rich. Many a people would definitely want to visit and dig
more of this history. The Island which has only been developed as a major tourist attraction
center from the 19th and 20th century in the past never attracted much (Ashforth and Kreiner,
2009). The government in a bid to enhance the economic power of the Island has continued to
receive more visitors. The associated risks have seemingly been swept under the carpet.
Consequently, it is possible to deduce some of the assumptions in this case. The government and
the related stakeholders made the assumption that the resources and the infrastructure of Phuket
would effectively deal with the increase in number of tourists every year. Expansions and
developments have been made to accommodate the issue but the measures don’t seem to work
well (Bolman and Deal, 2017). The island currently experiences congestion and hindered
movement of people especially during the high seasons when more tourists are in the land. In
addition, there is an increased exposure to contagious infections as well as increased crime due to

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the high populations. This reveals the inaccurate assumption that Phuket Island is a safe place for
visitors. These stands need to be revisited in the process of finding tacit solutions to risks related
to tourist crowds in Phuket.
Finding information
The situation in Phuket is not at all unique. It is possible to come up with a way out on
the situation. While some of these measures need the consorted effort of the government and
other stakeholders, the tourist themselves play a crucial role in enhancing crowd safety. There
are a number of measures which can be implemented in a bid to control the risks associated with
crowding of tourists (Burnard & Gill, 2010) To begin with, it is a fact worth noting that the
locations which receive a high number of visitors include the beaches and other attraction sites.
The beach management may need to install perimeter fences in a bid to control the number of
visitors who are allowed at a beach at a given time. The strategy can be such that a perimeter
confinement is established to contain a total of 1000 tourists only. The moment this threshold is
achieved, no more tourists is to be allowed at the beach. This measure is pivotal in minimizing
congestions at the beaches which are notably some of the key attraction locations in Phuket.
There need to establish a dependable administrative post in each of these beaches (Guarreillo,
2007). The managers are required to constantly report on the number of visitors in addition to
any noted crowd trouble. This gives room for immediate response from the right teams that are
situated strategically with respect to the locations under their jurisdiction. Perimeter control is an
idea which had worked in controlling crowds in various activities during concerts and other huge
gatherings. Individuals are restrained from going beyond the fences or the control points which
makes crowd management easier (Henisz & Zelner, 2010). The fact that it has worked in other

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cases therefore indicates that it can be introduced as an effective measure of reducing crowd
related risks among tourists and other visitors in Phuket beaches.
The second approach to the issue would involve controlling the number of tourists who
visit Phuket at a given time. The government with the aid of the relevant stakeholders may
introduce online preservation where the visitors are able to log into the system and indicate the
period in which they are likely to visit the Island as well as the duration that will be taken. It
would also be important to note that the number of tourists expected at a given point in time
mainly depend on the period (Keddy, 2017). For instance, more visitors are expected during the
holidays. In order to control this influx, the visitors can use the platform to inform the
management of their impending visit. This step is crucial in helping the management team to
adequately prepare for the expected crowd. Due to the fact that the online bookings are stopped
once a given number is attained, the management has a specific number to work with which in
turns makes preparations more effective. When the management has an idea of the number that is
expected, it is then easier to put in place the necessary crowd safety measures before the visitors
arrive. This strategy is more effective in comparison to the measures that involve finding a
solution once the crowds are already present. With an organized and controlled reservation for
visitors, the hotel resorts, beach managers as well as the transport sector are able to make prior
plans for their visitors (Sheldon, 2009). This minimizes last minute rushes hence doing away
with any risks associated with tourist crowds.
The steps towards finding a solution to the problem may not only need to lie on the
government but the tourists can as well take part in enhancing a less strenuous environment. The
management at Phuket has done well in marketing the attraction sites and beaches through online
platforms. The announcements also involve a schedule of the durations in which the numbers are

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likely to be more. The tourists can therefore use this information to plan their schedules
appropriately and hence ensure that the visit periods are spread. An individual may therefore
choose to visit the Island during the low season. This is more advantageous since there are
minimal crowds and the services are relatively cheaper than the case during high seasons. At the
same time, the early bird catches the worm. Visitors based on their schedules may need to
explore the online preservation platform and book their place early enough to prevent last minute
rushes and disappointments. Apart from avoiding the high season, the tourists may choose to
avoid the crowded beaches all the same. This is an option that is not fixed to specific individuals
but to the visitors who would want to enjoy their stay in Phuket without necessarily having to
endure the challenges associated with crowds (Peplau, 2012). In addition, it would important to
note that the online reservation platform ensures the visitors receive the tickets in soft copy. This
also saves them from the pain of having to queue at the entrance points for manual booking. This
strategy therefore works well in minimizing congestion not only at the tourist attraction sites but
also at the entrance points where formal documents are verified.
Getting the responsibility right
The problem with tourist crowds in Phuket is an issue which may not only be solved by
the relevant stakeholders but also by the tourists. As a result, a number of stakeholders ought to
be involved in the process of finding a solution. To begin with, the tourism management team
has the core mandate to control the arrival and departure of tourists at the shores of Phuket.
When the control measures are effective enough, the crowds that end up at the locations become
easy to manage. It would therefore be important to dig out the solution right from the
precautionary levels. The management board also ensures that the facilities that are available at

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the Island are capable of comfortably and efficiently containing the total number of tourists who
are eventually allowed to visit the Island at any given point.
The other body that should be involved in the solution finding process is the transport
sector in Phuket. An organized flow of traffic would be pivotal in dealing with the congestion of
tourists especially during the high seasons. For instance, the management in this case may
consider expanding the carriages to cater for more numbers and reduce vehicle traffic.
Additionally, alternative means of transport can be used by the tourists for instance biking
especially for movements involving shorter distances. In a nut shell, a definite and organized
transport system would be crucial in aiding the free flow of tourists from one beach to another in
addition to other attraction sites.
The third body that would be crucial when it comes to finding a lasting solution to this
issue includes the management at the various beaches and attraction centers. There is need to
establish a stable unit which adequately controls the flow of tourists in and out of the beaches.
This makes it easy for the management to account for the number that visits the centers at a
given time. Additionally, the site management ought to put in place the right counter measures in
case of crowd trouble. This may include police security and presence of medical personnel
depending on the projected situation.

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Options
Option 1
The aspect of congestion of tourists in Phuket is a major cause of concern in line with the
safety and overall well being of visitors. Based on the review of available options above, this
section involves a discussion of the two options which would preferably be appropriate in a bid
to find a long lasting solution to the problem. The first option involves efforts from the end of the
Tourism Management Sector as well as the relevant governing bodies in Phuket. The institutions
need to put in place the most effective measures which ensure visitors and crowd control
especially at the beaches in Phuket. To begin with the organization may need to put in place
strategies which control the number of tourists who visit the sites at a given time. This allows the
management to absorb a number which the available facilities can adequately contain. The
second strategy in line with this option involves stepping up the security measures especially at
the beaches and other attraction areas in which the visitors tend to flock more frequently. This
step would be crucial in minimizing cases of mugging and theft. The security personnel, when
strategically placed, also keep a keen eye on trouble makers within the crowd especially the
drunkards. When such measures are put in place, the risks related to crowding of tourists at the
beaches in Phuket are minimized appropriately. In addition to the security personnel, the
Tourism Management body may also place medical personnel in strategic positions near or
around the crowded areas. The individuals have the mandate to respond to emergency medical
cases in times of illnesses, infections or accidents which may occur in relation to the congestion.
Furthermore, alternative means of transport can be introduced by the management to ease on
traffic congestion as a result of increased number of visitors. Such options may include: walking
and biking especially when shorter distances are involved. Lastly, the government and the

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relevant stakeholders may consider educating and exposing the locals on the need to enhance
safety of visitors. In most cases, the local individuals act as the guides to the tourists. The issues
of insecurity and theft are often executed by the locals on the tourists. It would therefore be
important to empower the locals on the need to uphold appropriate moral standards as this would
equally be an effective step towards minimizing the risks related to tourist crowds in Phuket
Island. In a nut shell, the government with the aid of the management bodies in Phuket can
enhance visitor and crowd safety by controlling the number of visitors allowed to enter particular
locations, strategically situating both security and medical personnel around the crowded areas
and also through empowering the locals to enhance positive attitude and behavior towards the
visitors.
A picture of one of the crowded beaches in Phuket

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The figure below summarizes the main components of option one
Visitor/Crowd Control
Measures
Alternative means
of transport to
ease congestion
Strategic
placement of
security and
medical personnel
Controlled number of
visiting tourists

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Option 2
The second angle from which the situation at Phuket can be approached is through the
efforts of the tourists themselves. The tourist can use the available platforms to depict the future
of attendance at the attraction sites. This allows them to make the necessary adjustments to the
schedules. Consequently, the visitors are able to plan and visit the Island during the periods that
they deem convenient and appropriate. One of the strategies in this case may involve avoiding
the high season where the number of tourists is likely to increase. In such cases, there is a lot of
congestion hence movement from one place to another is greatly hindered. A visitor who
chooses to go to Phuket during the low seasons is likely to have the best of times. During these
moments, there are fewer people not only at the beaches but also in other attraction sites. This
gives the visitors an ample opportunity to interact with the rich culture and interesting sceneries
at the Island. In addition to avoiding the high seasons, the visitors may also avert the related
crowd risks by avoiding the beaches or visiting those that receive fewer visitors. However, this
strategy has its own drawbacks in that it hinders the visitors from exploring all the locations in
the Island.
The visitors in a bid to minimize the related crowd challenges can take advantage of the
online marketing and booking platforms. As a result, the visitors have a prior view of the various
locations in Phuket and the related visiting costs. They are therefore able to make informed
choices and when they would want to visit the place and the specific areas that have been
intended for visit. Furthermore, the tourists are able to use the online platforms to obtain their
tickets in advance. This is pivotal in managing the crowds at the entrance points where visitors
queue for long periods while waiting for the manual handling of tickets. Incorporating
technology as a mitigation strategy for the crowd related risks would therefore be a step in the

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right direction. It is fact worth noting that the tourist’s role in the solution finding process is
mainly precautionary as it prevents the aspect of crowding. This approach may not necessarily
work to the economic and social well being of the Island since the number of tourists at the
Island is likely to reduce. However, the fewer individuals visiting the place will mean lesser
crowd trouble and ease of management as executed by the relevant authorities.
Maximizing outcomes and conclusion
The two options outlined above would be effective in solving the problem. While both
have got their pros and cons, the first option comes with a myriad of benefits in comparison to
the second strategy. The second option would only serve to benefit the tourists. The convenience
levels are raised and they are able to plan their schedules appropriately. However, the controlled
number of visitors may work against the social and economic well being of Phuket. This explains
why the first option would be more appropriate.
With respect to the first option, enhancing infrastructure would not only ease the
movement of visitors from one place to another but also come with other benefits to the locals.
Improved infrastructure enhance the movement of goods and services within the Island hence
improving business in addition to solving visitor and crowd related problems. At the same time,
the heightened security and medical awareness would not only ensure the well being of the
visitors but the locals as well. This therefore implies that the first option is likely to have more
positive social and economic impacts. This is because both the people of Phuket as well as the
visitors shall benefit from the improved strategies. In conclusion, establishing strategies which
help in controlling crowds is an important measure. However, it is important to forecast the
impacts that these strategies may have not only on the stakeholders but also on the immediate

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environment. Consequently, it would be more prudent to bank on the idea of the local
government and management bodies taking up the responsibility to find long lasting solutions to
tourist crowd related challenges in Phuket Island.
References

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