Extending the beach resort model : the case of Pattaya

This research study seeks to understand the transformations in contemporary, large-scale beach resorts in Southeast Asia. Specifically, the study is conducted within the framework of Smith’s [1990] Beach Resort Model (BRM), and seeks to extend this eight-stage model. Pattaya is selected as the case study for this research. The case method is used to analyze the spatial development patterns at Pattaya. Primary data were collected through field observations and on-site land use survey. Secondary data were obtained from the Tourism Authority of Thailand, as well as other relevant sources. A hypothesized extension to the Beach Resort Model (BRM) was first formulated after extensive literature review concerning the latest developments of beach resorts. The hypothesis was then compared against the case. It is concluded that the beach resort goes through a rejuvenation process after experiencing decline in the stage 8 of BRM. The environment is rehabilitated and efforts are made to restore the natural ambience of the beach resort. Spatial developments extend inland, laterally and vertically as buildings increase in height. There is a shift of focus by local administration as they seek to attract visitors in the form of business travelers. Overall, the beach resort is invigorated as new investments are made and new visitor types emerge. Based on these evaluations, a tentative stage 9 was proposed.BUSINES