Thai Massage and Health Tourism in Thailand: Tourism Acculturation Process of ``Thai Massage'' Kohei Kogiso
Int. J. Sport Health Sci. Paper : Cultural Anthropology Thai Massage and Health Tourism in Thailand: Tourism Acculturation Process of ``Thai Massage'' Kohei Kogiso Graduate School of Sport Sciences, Waseda University 2-7-5 Higashifushimi, Nishitokyo-shi, Tokyo, 202-0021 Japan kogisok@ruri.waseda.jp [Received April 2, 2012; Accepted September 26, 2012; Published online October 11, 2012] This paper discusses the historical process of tourism acculturation of Thai Massage in tourism particularly delineating how socio-cultural contexts have been formed that enabled tourism ac- culturation. In recent years, health tourism has been developing in Asian countries, where tourists often enjoy practicing a variety of traditional techniques of the body as ``healing arts,'' such as Tai Chi, Zen meditation, and Yoga. Thai Massage has also become one of these kinds of traditional techniques of the body, attracting many tourists as a ``spiritual'' practice based on Buddhist philosophy. However, has Thai Massage originally been practiced as it is done in health tourism now in Thailand? In other words, has Thai Massage been acculturated as a result of the tourism development in Thailand? This paper addresses this question by examining the transition of Thai tourism policy, the cultural structure of the spa, and the acculturation process of Thai Massage. Keywords: health tourism, Thai Massage, spa, tourism acculturation 1. Introduction and Background including group visits to famous historical heritage or tourist sites has become obsolete—eco tourism, Tourism and ethnic sports in tourism have long sport tourism, and special interest tours have been alluring subjects for Sport Anthropological become popular instead. studies. By rendering ``ethnic sport'' a major subject Asian countries, especially Bali, India, Malaysia, of study Sport Anthropology has been distinguished Singapore, and Thailand, are major destinations for from other ˆelds.
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