A Study Of Development Status And Countermeasures Of Coastal Tourism Of Pattaya In Thailand

Since 21st century, tourism developed rapidly worldwide. With the development of economy, people pay more and more attention to the spiritual life, travel as the best option of relaxation in holiday leisure, gets the favor of the people increasingly. Thailand is traditional tourism great-power, tourism started early, for many years; Thailand's tourism has kept the first status of foreign exchange earning. It can still be outshine others which becomes the important industry to steady the economy after the financial crisis in 1997. Tourists from all over the world are attracted by the silvery white sand beach, splendid buddhist temples, gorgeous palaces, goodness and honest people, advantaged situation, with abundant natural resources including cultural resources step to Thailand, "The land of smiles".Pattaya, which is called "Oriental Hawaii", is a pearl of the tourism industry chain in Thailand, located 154 kilometers southeast of the capital Bangkok, is seaside resorts in the southeast Asia and even the world, there are 200-300 times, international conferences which hundreds of people attend and are held in it every year; It treats more than 100 million visitors each year, the income of foreign exchange converts to THB more than 70 billion, is one of the important pillars in Thai tourism, Pattaya that is exceedingly fascinating and charming has become the pronoun of "coastal paradise". As a famous tourist in the Asia-Pacific region, Pattaya is paid lots of attention. Based on the development of the world economy forecast, the world tourism appeared develop regional unified market trends. East Asia region will keep pace leading status in six tourist area around the world. The world tourism will enter a "no frontier tourism era". The competition of the tourism market trends to internationalization increasingly. In 2010, China-Asean free trade area established formally, with the nation's open increasingly, the cooperation strengthen ceaselessly among the Asean countries, regional tourist cooperation and development will bring new opportunities and challenges for Thailand and Pattaya. Therefore, the paper will focus on Pattaya that is called the typical of coastal tourism in Thailand, it mainly discusses the development status of Pattaya coastal tourism, and under the booming development and competitive situation, through the SWOT analysis, summarize the development of Pattaya coastal tourism comprehensively, including the analysis that the development of Pattaya coastal tourism encounter the problems and countermeasures.