Sun, Sea and Shrines: Application of analytic hierarchy process (AHP) to assess the attractiveness of six cultural heritage sites in Phuket (Thailand)
Abstract
In order to make recommendations for the diversification of tourism products on the Thai island ofPhuket, this paper applies the analytic hierarchy process (AHP) method to rank the attractiveness of sixcultural heritage sites in the island of Phuket to make recommendations for sites that could be incorporatedin to cultural tourism development in the region. In addition, it applies a quantitative-qualitativeevaluation structure with weighted criteria, based on local expert opinion. The research identified whichof the many potential cultural tourism sites would be the most attractive to tourists and shows the utilityof the AHP method, combined with quantitative-qualitative evaluation, for decision making in tourism destination development contexts.
References
Agarwal, S. (2002). Restructuring seaside tourism. Annals of Tourism Research, 29(1), 25-55. doi:10.1016/s0160-7383(01)00002-0
Ahmetović, T. (1994). Tourism assessment of cultural and historical monuments - Case study Monasteries of Fruška Gora Mountain. Researches Review of the Institute for Geography, Belgrade, 24, 159-172. (In Serbian).
Alberti, F.G., & Giusti, J.D. (2012). Cultural heritage, tourism and regional competitiveness: The Motor Valley cluster. City, Culture and Society, 3(4), 261-273. doi:10.1016/j.ccs.2012.11.003
Alphonce, C.B. (1997). Application of the analytic hierarchy process in agriculture in developing countries. Agricultural Systems, 53(1), 97-112. doi:10.1016/s0308-521x(96)00035-2
Benur, A.M., & Bramwell, B. (2015). Tourism product development and product diversification in destinations. Tourism Management, 50, 213-224. doi:10.1016/j.tourman.2015.02.005
Bessière, J. (2013). ‘Heritagisation’, a challenge for tourism promotion and regional development: an example of food heritage. Journal of Heritage Tourism, 8(4), 275-291. doi:10.1080/1743873x.2013.770861
Biggs, D., Hall, C.M., & Stoeckl, N. (2012). The resilience of formal and informal tourism enterprises to disasters: reef tourism in Phuket, Thailand. Journal of Sustainable Tourism, 20(5), 645-665. doi:10.1080/09669582.2011.630080
Boonchai, C., & Beeton, R.J.S. (2015). Sustainable Development in the Asian Century: An Inquiry of Its Understanding in Phuket, Thailand. Sustainable Development, 24(2), 109-123. doi:10.1002/sd.1612
Botterill, D., & Platenkamp, V. (2012). Key Concepts in Tourism Research. London: SAGE Publications. doi:10.4135/9781473914674
Boukas, N., & Ziakas, V. (2012). Impacts of the Global Economic Crisis on Cyprus Tourism and Policy Responses. International Journal of Tourism Research, 15(4), 329-345. doi:10.1002/jtr.1878
Bramwell, B. (2004). Coastal Mass Tourism: Diversification and Sustainable Development in Southern Europe. Clevedon: Channel View Publications.
Bush, A., & Skolnich, A. (2010). Phuket encounter. Oakland: Lonely Planet.
Bravi, M., & Gasca, E. (2014). Preferences Evaluation With a Choice Experiment on Cultural Heritage Tourism. Journal of Hospitality Marketing & Management, 23(4), 406-423. doi:10.1080/19368623.2013.822339
Brushan, N., & Rai, K. (2004). The Analytic Hierarchy Process. Strategic Decision Making Applying the Analytic Hierarchy Process. Springer.
Butler, R., O'Gorman, K.D., & Prentice, R. (2011). Destination Appraisal for European Cultural Tourism to Iran. International Journal of Tourism Research, 14(4), 323-338. doi:10.1002/jtr.862
Chen, C. (2006). Applying the Analytical Hierarchy Process (AHP) Approach to Convention Site Selection. Journal of Travel Research, 45(2), 167-174. doi:10.1177/0047287506291593
Chen, C. (2014). Suitable Festival Activities for Taiwan's Tourism and Nation Branding with the Application of the PR AHP Program. Asia Pacific Journal of Tourism Research, 19(12), 1381-1398. doi:10.1080/10941665.2013.866579
Chen, M., & Shi, P. (2009). Evaluation on exploitation potential of cultural tourism resources based on AHP - A case of Nanyang jade cultural tourism resources. Journal of Arid Land Resources and Environment, 6, 196-200.
Cheng, E.W.L., & Li, H. (2002). Construction Partnering Process and Associated Critical Success Factors: Quantitative Investigation. Journal of Management in Engineering, 18(4), 194-202. doi:10.1061/(asce)0742-597x(2002)18:4(194)
Cisneros-Martínez, J.D., & Fernández-Morales, A. (2015). Cultural tourism as tourist segment for reducing seasonality in a coastal area: the case study of Andalusia. Current Issues in Tourism, 18(8), 765-784. doi:10.1080/13683500.2013.861810
Cohen, E. (1996). Thai tourism: Hill tribes, islands and open-ended prostitution. Bangkok: White Lotus.
Cohen, E. (2008). The Tsunami Waves and the Paradisiac Cycle: The Changing Image of the Andaman Coastal Region of Thailand. Tourism Analysis, 13(3), 221-232. doi:10.3727/108354208786094898
Cohen, E., & Neal, M. (2010). Coinciding crises and tourism in contemporary Thailand. Current Issues in Tourism, 13(5), 455-475. doi:10.1080/13683500.2010.491898
Creswell, J. (2007). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. London: Sage.
Crouch, G.I., & Ritchie, B.J.R. (2005). Application Of The Analytic Hierarchy Process To Tourism Choice And Decision Making: A Review And Illustration Applied To Destination Competitiveness. Tourism Analysis, 10(1), 17-25. doi:10.3727/1083542054547930
Curry, B., & Moutinho, L. (1992). Environmental Issues in Tourism Management: Computer Modelling for Judgmental Decisions. International Journal of Service Industry Management, 3(1), 57-69. doi:10.1108/eum0000000002811
Man, A.D. (2016). Archaeological heritage and regional development in Portugal. In M.D. Alvarez, F.M. Go, & A. Yüksel (Eds.), Heritage tourism destinations: Preservation, communication and development. (pp. 142-153). Wallingford: CABI Publishing. doi:10.1079/9781780646770.0142
Deng, J., King, B., & Bauer, T. (2002). Evaluating natural attractions for tourism. Annals of Tourism Research, 29(2), 422-438. doi:10.1016/s0160-7383(01)00068-8
Do, T.H.N., & Shih, W. (2016). Destination Decision-Making Process Based on a Hybrid MCDM Model Combining DEMATEL and ANP: The Case of Vietnam as a Destination. Modern Economy, 07(09), 966-983. doi:10.4236/me.2016.79099
Draper, J., OH, C., & Harrill, R. (2012). Preferences for Heritage Tourism Development Using a Choice Modeling Approach. Tourism Analysis, 17(6), 747-759. doi:10.3727/108354212x13531051127267
du Cros, H. (2001). A new model to assist in planning for sustainable cultural heritage tourism. International Journal of Tourism Research, 3(2), 165-170. doi:10.1002/jtr.297
Cros, D.H., & McKercher, B. (2015). Cultural Tourism. Abingdon: Routledge.
Evans, C. (2010). Phuket Thailand and Beyond. Montreal: Hunter Publishing Inc.
Emir, O., Bayer, U., Erdoğan, K., & Karamaşa, Ç. (2016). Evaluating the destination attractions from the point of experts' view: An application in eskişehir. Turizam, 20(2), 92-104. doi:10.5937/turizam1602092e
Erkuş-Öztürk, H., & Terhorst, P. (2018). Economic diversification of a single-asset tourism city: evidence from Antalya. Current Issues in Tourism, 21(4), 422-439. doi:10.1080/13683500.2015.1091806
Fabac, B., & Zver, I. (2011). Applying the modified SWOT-AHP method of the tourism of Gornje Medjimurje. Tourism and Hospitality Management, 17(2), 201-215.
Farmaki, A. (2012). A Supply-Side Evaluation of Coastal Tourism Diversification: The Case of Cyprus. Tourism Planning & Development, 9(2), 183-203. doi:10.1080/21568316.2011.634431
Figini, P., & Vici, L. (2012). Off-season tourists and the cultural offer of a mass-tourism destination: The case of Rimini. Tourism Management, 33(4), 825-839. doi:10.1016/j.tourman.2011.09.005
Flyvbjerg, B. (2006). Five Misunderstandings About Case-Study Research. Qualitative Inquiry, 12(2), 219-245. doi:10.1177/1077800405284363
Gale, T. (2005). Modernism, Post-Modernism and the Decline of British Seaside Resorts as Long Holiday Destinations: A Case Study of Rhyl, North Wales. Tourism Geographies, 7(1), 86-112. doi:10.1080/1461668042000324076
Garau‐Vadell, J.B., & de Borja‐Solé, L. (2008). Golf in mass tourism destinations facing seasonality: a longitudinal study. Tourism Review, 63(2), 16-24. doi:10.1108/16605370810883914
Ghanem, M.M., & Saad, S.K. (2015). Enhancing sustainable heritage tourism in Egypt: challenges and framework of action. Journal of Heritage Tourism, 10(4), 357-377. doi:10.1080/1743873x.2015.1029489
Göksu, A., & Kaya, S.E. (2014). Ranking Of Tourist Destinations With Multi-Criteria Decision Making Methods In Bosnia And Herzegovina. Economic Review, 12(2), 91-103.
Hall, D. (2003). Rejuvenation, Diversification and Imagery: Sustainability Conflicts for Tourism Policy in the Eastern Adriatic. Journal of Sustainable Tourism, 11(2-3), 280-294. doi:10.1080/09669580308667207
Harker, P.T., & Vargas, L.G. (1987). The Theory of Ratio Scale Estimation: Saaty's Analytic Hierarchy Process. Management Science, 33(11), 1383-1403. doi:10.1287/mnsc.33.11.1383
Horayangkura, V. (2005). The Future of Cultural Heritage Conservation amid Urbanization in Asia: Constraints and Prospects. Journal of Architectural Research and Studies, 3, 71-82.
Hsu, P., Lan, K., & Tsai, C. (2013). Selecting the Optimal Vendor of Customer Relationship Management System for Medical Tourism Industry Using Delphi and AHP. International Journal of Enterprise Information Systems, 9(1), 62-75. doi:10.4018/jeis.2013010104
Hsu, T., Tsai, Y., & Wu, H. (2009). The preference analysis for tourist choice of destination: A case study of Taiwan. Tourism Management, 30(2), 288-297. doi:10.1016/j.tourman.2008.07.011
Huang, L., Yu, P., Luo, Q., & Zou, C.H. (2012). E-tourism supply chain evaluation based on AHP and FCE method. Journal of Theoretical and Applied Information Technology, 45, 702-709.
Hwang, C.L., & Yoon, K. (1981). Multiple Attribute Decision Making Methods and Applications. Berlin: Springer-Verlag.
Ingram, H., Tabari, S., & Watthanakhomprathip, W. (2013). The impact of political instability on tourism: case of Thailand. Worldwide Hospitality and Tourism Themes, 5(1), 92-103. doi:10.1108/17554211311292475
Jandrić, Z., & Srđević, B. (2000). Analytic hierarchy process in selecting best groundwater pond. In 31st International Geological Congress, Rio de Janeiro, Brazil.
Jordan, L. (2013). Managing built heritage for tourism in Trinidad and Tobago: challenges and opportunities. Journal of Heritage Tourism, 8(1), 49-62. doi:10.1080/1743873x.2013.765748
Kaminski, J., Benson, A.M., & Arnold, D. (2014). Contemporary Issues in Cultural Heritage Tourism, Routledge: Abingdon. (pp. 3-18).
Kontogergopoulos, N. (1998). Tourism in Thailand: Patterns, Trends and Limitations. Pacific Tourism Review, 2, 225-238.
Kontogeorgopoulos, N. (2004). Conventional Tourism and Ecotourism in Phuket, Thailand: Conflicting Paradigms or Symbiotic Partners. Journal of Ecotourism, 3(2), 87-108. doi:10.1080/14724040408668152
Lacher, R.G., Oh, C., Jodice, L.W., & Norman, W.C. (2013). The Role of Heritage and Cultural Elements in Coastal Tourism Destination Preferences: A Choice Modeling– Based Analysis. Journal of Travel Research, 52(4), 534-546. doi:10.1177/0047287512475215
Lai, W.H., & Vinh, N.Q. (2013). An application of AHP approach to investigate tourism. Tourism and Hospitality Management, 19, 1-22.
Lam, K., & Zhao, X. (1998). An application of quality function deployment to improve the quality of teaching. International Journal of Quality & Reliability Management, 15(4), 389-413. doi:10.1108/02656719810196351
Li, S., & Li, J.Z. (2009). Hybridising human judgment, AHP, simulation and a fuzzy expert system for strategy formulation under uncertainty. Expert Systems with Applications, 36(3), 5557-5564. doi:10.1016/j.eswa.2008.06.095
Maneenetr, T., & Tran, T.T. (2014). Developing Cultural Tourism in Border Province: A Case Study on Bueng Kan Province, Thailand. Mediterranean Journal of Social Sciences, doi:10.5901/mjss.2014.v5n23p55
Mardani, A., Jusoh, A., Zavadskas, E.K., Khalifah, Z., & Nor, K.M. (2015). Application of multiple-criteria decision-making techniques and approaches to evaluating of service quality: a systematic review of the literature. Journal of Business Economics and Management, 16(5), 1034-1068. doi:10.3846/16111699.2015.1095233
Martin, S.A., & Assenov, I. (2013). Measuring the Conservation Aptitude of Surf Beaches in Phuket, Thailand: An Application of the Surf Resource Sustainability Index. International Journal of Tourism Research, 17(2), 105-117. doi:10.1002/jtr.1961
Michailidou, A.V., Vlachokostas, C., & Moussiopoulos, Ν. (2016). Interactions between climate change and the tourism sector: Multiple-criteria decision analysis to assess mitigation and adaptation options in tourism areas. Tourism Management, 55, 1-12. doi:10.1016/j.tourman.2016.01.010
McKercher, B. (2016). Towards a taxonomy of tourism products. Tourism Management, 54, 196-208. doi:10.1016/j.tourman.2015.11.008
McKercher, B., Ho, P.S.Y., & du Cros, H. (2005). Relationship between tourism and cultural heritage management: evidence from Hong Kong. Tourism Management, 26(4), 539-548. doi:10.1016/j.tourman.2004.02.018
Nara, P., Mao, G.G., & Yen, T.B. (2014). Applying Environmental Management Policy for Sustainable Development of Coastal Tourism in Thailand. International Journal of Environmental Protection and Policy, 2(1), 19. doi:10.11648/j.ijepp.20140201.13
Ngamsomsuke, W., Hwang, T.C., & Huang, C.J. (2011). Sustainable Cultural Heritage Tourism Indicators. In: Paper presented at the International Conference on Social Science and Humani, Singapore.
Onder, E., Yildrim, B., & Ozdemir, M. (2013). Multi Criteria Decision Making Approach for Evaluating Tourism Destinations in Turkey. Academic Journal of Tourism and Management Research, 1, 1-15.
Papic-Blagojevic, N., Gajic, T., & Djokic, N. (2012). Using Bayesian network and AHP method as a marketing approach tools in defining tourists' preferences. Turizam, 16(1), 8-19. doi:10.5937/turizam1201008p
Park, D., & Yoon, Y. (2010). Developing sustainable rural tourism evaluation indicators. International Journal of Tourism Research, 13(5), 401-415. doi:10.1002/jtr.804
Panich, W., Maneenetr, T., Taksina, T., & Sakolnakorn, T.P.N. (2014). The Management Strategy of Cultural Tourism: A Case Study of Sakon Nakhon Province, Thailand. Asian Social Science, 10(15), doi:10.5539/ass.v10n15p48
Phuket Municipality. (2002). Old Phuket: Our Heritage, The Development and Conservation of Old Commercial Quarter in Phuket Town. In Commemoration of the 5th Old Phuket Town Festival, 21-22, December 2002.
Poria, Y., Butler, R., & Airey, D. (2003). The core of heritage tourism. Annals of Tourism Research, 30(1), 238-254. doi:10.1016/s0160-7383(02)00064-6
Prideaux, B., Timothy, D., & Chon, K. (2008). Themes in Cultural and Heritage Tourism in Asia and the Pacific. In B. Prideaux, D. Timothy, & K. Chon (Eds.), Cultural and Heritage Tourism in Asia and the Pacific. Abingdon: Routledge.
Quattrone, G. (2015). Combined management strategies for the valorisation and reuse of defence cultural heritage and the promotion of sustainable cultural tourism. In O. Ozcevik, C.A. Brebbia, & S.M. Sener (Eds.), . (pp. 953-962). Southampton, UK: Witpress LTD.. doi:10.2495/sdp150801
Richards, G. (2001). The development of cultural tourism in Europe. In G. Richards (Ed.), Cultural attractions and European tourism. (pp. 3-29). Wallingford: CABI Publishing. doi:10.1079/9780851994406.0003
Richards, G. (2007). Global Trends in Cultural Tourism. In G. Richards (Ed.), Cultural Tourism: Global and Local Perspectives. Abingdon: Routledge.
Richins, H. (2000). Local Government Tourism Decision-Making: A study of authoritative opinion. Journal of Tourism Studies, 11(2), 2-14.
Saipradist, A., & Staiff, R. (2008). Crossing the Cultural Divide: Western Visitors and Interpretation at Ayutthaya World Heritage Site, Thailand. Journal of Heritage Tourism, 2(3), 211-224. doi:10.2167/jht061.0
Saarinen, J., Moswete, N., & Monare, M.J. (2014). Cultural tourism: new opportunities for diversifying the tourism industry in Botswana. Bulletin of Geography. Socio-economic Series, 26(26), doi:10.2478/bog-2014-0041
Saaty, T.L. (1977). A scaling method for priorities in hierarchical structures. Journal of Mathematical Psychology, 15(3), 234-281. doi:10.1016/0022-2496(77)90033-5
Saaty, T.L. (1992). Presidential Elections, the Superconducting Supercollider, and Organ Transplant Decisions. In A. Goicoechea, S. Zionts, & L. Duckstein (Eds.), Multiple Criteria Decision Making. (pp. 345-358). New York, NY: Springer Nature. doi:10.1007/978-1-4612-2918-6_27
Sakolnakorn, T.P.N., Naipinit, A., & Kroeksakul, P. (2013). Sustainable Tourism Development and Management in the Phuket Province, Thailand. Asian Social Science, 9(7), doi:10.5539/ass.v9n7p75
Saleh, A.S., Verma, R., & Ihalanayake, R. (2011). Do External Shocks Have a Permanent or a Transitory Effect on Thailand's Tourism Industry. Tourism Analysis, 16(4), 483-491. doi:10.3727/108354211x13149079789098
Santos, M.C., Ferreria, A.M., & Cosat, C. (2014). Influential factors in the competitiveness of mature tourism destinations. Tourism and Management Studies, 10(1), 73-81.
Saaty, T.L., & Kearns, K.P. (1980). The Analytical Hierarchy Process: Planning, Priority Setting, Resource Allocation. In Analytical Planning. (pp. 19-62). New York: McGraw-Hill.
Schmallegger, D., Taylor, A., & Carson, D. (2011). Rejuvenating Outback Tourism through Market Diversification: the Case of the Flinders Ranges in South Australia. International Journal of Tourism Research, 13(4), 384-399. doi:10.1002/jtr.851
Sedmak, G., & Mihalič, T. (2008). Authenticity in mature seaside resorts. Annals of Tourism Research, 35(4), 1007-1031. doi:10.1016/j.annals.2008.07.004
Sharpley, R. (2002). Rural tourism and the challenge of tourism diversification: the case of Cyprus. Tourism Management, 23(3), 233-244. doi:10.1016/s0261-5177(01)00078-4
Smith, R.A., & Henderson, J.C. (2008). Integrated beach resorts, informal tourism commerce and the 2004 tsunami: Laguna Phuket in Thailand. International Journal of Tourism Research, 10(3), 271-282. doi:10.1002/jtr.659
Song, H., Witt, S.F., & Li, G. (2003). Modelling and Forecasting the Demand for Thai Tourism. Tourism Economics, 9(4), 363-387. doi:10.5367/000000003322663186
Su, S., Yu, J., & Zhang, J. (2010). Measurements study on sustainability of China’s mining cities. Expert Systems with Applications, 37(8), 6028-6035. doi:10.1016/j.eswa.2010.02.140
Tavitiyaman, P., & Qu, H. (2013). Destination Image and Behavior Intention of Travelers to Thailand: the Moderating Effect of Perceived Risk. Journal of Travel & Tourism Marketing, 30(3), 169-185. doi:10.1080/10548408.2013.774911
Teng, J.Y. (2002). Project evaluation: Methods and applications. Keelung, Taiwan: National Taiwan Ocean University.
Timothy, D.J., & Boyd, S.W. (2006). Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives. Journal of Heritage Tourism, 1(1), 1-16. doi:10.1080/17438730608668462
Tourism Authority of Thailand. (2015). Media Release 24th June 2015: Thailand Visitor Arrivals Surge 25% in Jan-May. In . Thailand. Available at: http://www.tatnews.org/thailand-visitor-arrivals-surge-25-in-jan- may-2015/ (Accessed 29th March 2016).
Tsaur, S., & Wang, C. (2007). The Evaluation of Sustainable Tourism Development by Analytic Hierarchy Process and Fuzzy Set Theory: An Empirical Study on the Green Island in Taiwan. Asia Pacific Journal of Tourism Research, 12(2), 127-145. doi:10.1080/10941660701243356
Untong, A., Ramos, V., Kaosa-Ard, M., & Rey-Maquieira, J. (2014). Thailand's Long-Run Tourism Demand Elasticities. Tourism Economics, 20(3), 595-610. doi:10.5367/te.2013.0280
Viken, A., & Aarsaether, N. (2013). Transforming an Iconic Attraction into a Diversified Destination: The Case of North Cape Tourism. Scandinavian Journal of Hospitality and Tourism, 13(1), 38-54. doi:10.1080/15022250.2013.771994
Wallace, G., & Russell, A. (2004). Eco-cultural tourism as a means for the sustainable development of culturally marginal and environmentally sensitive regions. Tourist Studies, 4(3), 235-254. doi:10.1177/1468797604057326
Wang, T., & Chen, Y. (2008). Applying fuzzy linguistic preference relations to the improvement of consistency of fuzzy AHP. Information Sciences, 178(19), 3755-3765. doi:10.1016/j.ins.2008.05.028
Wang, S., Yamada, N., & Brothers, L. (2010). A Case study: discussion of factors and challenges for urban cultural tourism development. International Journal of Tourism Research, 13(6), 553-569. doi:10.1002/jtr.826
Warren, W. (2009). Phuket: Pearl of the Orient. Singapore: Periplus Editions.
Wattanacharoensil, W., & Schuckert, M. (2016). Reviewing Thailand's master plans and policies: implications for creative tourism. Current Issues in Tourism, 19(10), 1045-1070. doi:10.1080/13683500.2014.882295
Wickramasinghe, V., & Takano, S. (2010). Application of Combined SWOT and Analytic Hierarchy Process (AHP) for Tourism Revival Strategic Marketing Planning: A Case of Sri Lanka Tourism. Journal of the Eastern Asia Society for Transportation Studies, 8, 954-969.
World Bank. (2017). International Tourism, Number of Arrivals. Available at: http://data.worldbank.org/indicator/ST.INT.ARVL?locations=TH (Accessed 17th May 2017).
Wong, J.K.W., & Li, H. (2008). Application of the analytic hierarchy process (AHP) in multi-criteria analysis of the selection of intelligent building systems. Building and Environment, 43(1), 108-125. doi:10.1016/j.buildenv.2006.11.019
WTTC. (2017). Travel and Tourism Economic Impact: Thailand. London: World Travel and Tourism Council.
Xiao, H., & Smith, S.L.J. (2006). Case studies in tourism research: A state-of-the-art analysis. Tourism Management, 27(5), 738-749. doi:10.1016/j.tourman.2005.11.002
Yaolin, Z. (2006). An application of the AHP in cultural heritage conservation strategy for China. Canadian Social Science, 2, 16-20.