An exploratory study on the adaptation strategies of longtail boat tour operators to an evolving marine business landscape: a case study of Phuket Island, Thailand

In Thailand's marine tourism, longtail boat operators play a vital role in local economic growth, cultural heritage preservation. Recognizing their significance, it is important to support these operators by understanding their adaptation to the fast changing business landscape. This study investigates the situation and adaptation strategies of longtail boat tour operators in Phuket, Thailand. Semi-structured interviews were conducted to gather data and discuss the findings' implications. Findings indicate a resurgence in tourism and a corresponding increase in revenue, driven by a sense of optimism and renewed investment among boat operators. Amidst this rebound, operators exhibit different service design strategies, with some retaining traditional business practices. However, the emergence of new domestic and foreign competitors in marine tourism has prompted a shift towards community empowerment. Simultaneously, the study underscores the pressing issue of business succession. The reliance of traditional maritime skills and the transfer of the skills across generations is at risk due to the younger generation's employment preferences. Emerging environmental challenges, such as climate change and unseasonal weather, further complicate the situation, along with increased water traffic. This research enhances understanding of how longtail boat tour operators adapt to business challenges, offering insights for stakeholders and policymakers in marine tourism.