Our Insights at a Glance
Hotels that view sustainability as a value-adding strategy, especially under accessible local certification schemes, can attract both conscious guests and cost-aware investors
Despite high sustainability awareness, many tourists abandon their values once on holiday, raising concerns about behavioral conformity in nature-based destinations like Phuket
Phuket Old Town shows that heritage conservation, economic revitalization, and sustainable development can align, offering a potential model for other communities
This interview features Dr. Kevin Fuchs, a tenured faculty member at the leading tourism and hospitality university in Thailand. A dedicated researcher in sustainable tourism and consumer behavior, Dr. Fuchs brings both academic rigor and practical insight to the table.
Having called Phuket home for several years, he offers a firsthand perspective on how the island is evolving under the weight of mass tourism. His research is known for being refreshingly grounded—mixing interviews, observations, and real-world insights to explore what tourists say, do, and think they do.
Assistant Professor
Prince of Songkla University
In this conversation, he shares a clear-eyed look at what sustainability really means on the ground - from water shortages and heritage preservation to tourist behavior and green certification programs. His work doesn't just sit in journals—it actively engages with the people, places, and challenges shaping destinations like Phuket today.
As a tenured professor and researcher in Phuket, what sparked your interest in sustainability research?
Living in Phuket, I've seen how tourism brings both growth and challenges — especially environmental ones. I became interested in understanding tourists' role in sustainability.
While many are aware of the issues, their behavior often contradicts that awareness once on vacation. That gap between knowing and doing is what drove my research.
Do tourists actually care about sustainability?
There's relatively high awareness, especially among Western tourists, but that doesn't always translate into action. The moment they step off the plane, many behave differently from what they'd do at home.
Why do you think that gap exists?
As humans, we tend to conform to what others are doing. So if people around us are littering or ignoring sustainable practices, we're likely to do the same — even if we know it's wrong.
Did you observe this behavior in Phuket?
Yes. I conducted interviews and also observed tourists interacting with the environment. What people say, what they do, and what they say they do — those can be very different things. Generally, most tourists are aware of sustainability, but we discovered that they often leave those values behind once they arrive. They openly admitted that going on vacation is also a break from their usual behavior — even their manners.
Can you give an example of how this behavior plays out in Phuket?
Near the beach, we noticed that once a bit of rubbish appears, more quickly follows. If people see trash, they assume it's okay to add to it — even though they know it's wrong. It's the psychology of conformity in action.
Is this kind of behavior unique to Phuket?
Not at all. It's a global behavioral pattern. But in Phuket, the contrast is sharper because it's a nature-based destination. Tourists come expecting pristine beaches, but may unknowingly contribute to the degradation of the very environment they came to enjoy. That disconnect — between expectations and behavior — is particularly visible here.
Sustainability is not just black and white; it's about achieving incremental progress"
Is sustainability something tourists actually notice while they're here?
Sometimes yes, but often no — especially when sustainability efforts aren't visible or clearly communicated. If guests aren't made aware of what the hotel or destination is doing, they don't engage.
How important is visibility in encouraging better tourist behavior?
It's critical. People tend to follow what they see around them. If sustainable practices are the norm — like clean streets, recycling bins, or heritage protection — others are more likely to conform. But if sustainability is hidden behind the scenes, people revert to convenience and old habits.
That's why visibility is so important. They make sustainability tangible. For example, tourists may not realize that many hotels run out of water during the dry season. Operators have to bring in water trucks from neighboring provinces — it's one of those hidden infrastructure issues that locals face, but tourists rarely see.
Are there any positive examples of sustainability in Phuket?
Yes, absolutely. Some hotels go beyond symbolic gestures and implement meaningful, long-term changes — like solar energy, water-saving systems, or sourcing locally. These efforts not only reduce environmental impact but often improve efficiency and guest experience. And more importantly, they show that sustainable tourism can be aligned with business goals, especially as more travelers now actively seek out eco-conscious and socially responsible options.
Are there any exciting developments on the horizon that could shape Phuket's future more sustainably?
One exciting opportunity is the expansion of Bumrungrad Hospital in northern Phuket. It could drive more sustainable growth away from the already congested southern areas — if supported by planning efforts and proper infrastructure development.
What makes those efforts work?
It's about realizing sustainability and profitability aren't mutually exclusive. The upfront costs might be higher, but there are savings down the line — and we need to communicate that better.
What's your view on the Green Hotel Plus Certification recently launched in Thailand?
I think it's a very positive signal. It shows the Thai government is trying to promote green initiatives and become more sustainable. The plan is to certify 600 hotels by 2026, which is ambitious, but it sends the right message.
Do you think this initiative will make a real difference?
It's too early to say if it will be the breakthrough moment, but the motivation is there — and that's encouraging. What's promising is that it could engage not only big international chains but also smaller and boutique hotels that may have been left out of global certifications due to cost.
What makes local certification more impactful than international ones?
Having something local on the ground makes it more accessible. Many international accreditations are costly and complex. A local program could lower the barrier for small and medium-sized hotels and get them actively involved in sustainability — not just checking boxes, but adopting real practices.
It's more than symbolic gestures like reusing towels— it's about real practices that deliver savings and environmental impact.
Outside of hotels, would you say Phuket Old Town is a model for sustainable tourism?
Yes — Phuket Old Town is a great example. Over the past decade, it has transformed, and the economic benefits are clear. Although Old Town didn't achieve UNESCO World Heritage status, the process of following that checklist already put it on a sustainable path. It's about incremental progress — and Phuket Old Town is doing that really well.
So it's not just about the environment?
Exactly. Most people focus 80% of their efforts on the environment, which is important — but you can't ignore the sociocultural and economic dimensions. Old Town has preserved its cultural heritage while improving infrastructure and community wellbeing. That's what makes it a truly sustainable destination and to some extent a blueprint for other sites.
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