Strategic Analysis and Direction for Tourism Management in Phuket Province

Abstract

This study aims to 1) analyze the high-value tourism potential of Phuket Province and 2) determine strategic directions for developing long-stay, wellness, and digital nomad tourism. Although Phuket has achieved success in tourism volume, it lacks analytical frameworks integrating demand, supply, and in-depth competitiveness to address spatial constraints. This research fills this gap by defining "high-value tourism" as focusing on higher per-capita revenue and extended stays rather than volume to minimize environmental impacts and ensure economic sustainability. It applies the GE Matrix framework combined with Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) through a participatory action research process involving 35 industry stakeholders. Data were collected via focus groups and in-depth interviews, followed by content analysis, moving from raw data to topics, categories, themes, and strategic concepts, alongside strategic scoring by the sample group to evaluate potential and direction. The results reveal that Phuket possesses a high level of internal potential (IFAS = 3.73) and high industry attractiveness (EFAS = 3.71). This reflects its readiness to compete in the international tourism market. The GE Matrix analysis indicates that strategic direction should focus on "investing for growth and maintaining strength," particularly in medical and wellness tourism, alongside accommodating long-stay and digital nomad groups. Amid constraints regarding infrastructure, congestion, and the environment, the study suggests that the public and private sectors jointly develop infrastructure, safety systems, and sustainability mechanisms to elevate Phuket into a globally sustainable high-value tourism destination.