A Small Sea: Evaluating the Implementation of Village-Scale Ecotourism in Thale Noi, Thailand and the Association of Southeast Asian Nations (ASEAN)

A Small Sea: Evaluating the Implementation of Village-scale Ecotourism in Thale Noi, Thailand and the Association of Southeast Asian Nations (ASEAN)

A Thesis submitted to the

Graduate School

of the University of Cincinnati

in partial fulfillment of the

requirements for the degree of

Master of Community Planning

in the School of Planning

of the college of Design, Architecture, Art and Planning

2015

Tanner Yess

B.A. University of Northern Kentucky

December 2009

Committee:

Committee Chair: D.J. Edelman, Ph.D

Faculty Member: Chris Auffrey, Ph.D. Abstract

The Association of Southeast Asian Nations (ASEAN) solidified its geo-political and economic union in 2015. Nature-based and community-based tourism comprise part of a tourism priority sector recognized for the integration of ASEAN’s member states: Myanmar, Thailand, Cambodia, Singapore, Indonesia, Malaysia, Vietnam, Laos,

The Philippines, and Brunei Darussalam.

This thesis attempts to evaluate the potential for implementing village-scale ecotourism projects in ASEAN. Thale Noi, Thailand is home an alternative tourism attraction called the “Tourist Walk.” The Tourist Walk is the concentration of this study.

Evaluation of the Tourist Walk is addressed by four research questions: 1)

What was spent to implement Thale Noi’s Tourist Walk and by whom? 2) How have local attitudes towards the natural environment changed because of the Tourist Walk?

3) What factors should be considered before adopting alternative tourism? 4) How has

Thale Noi’s ecotourism attraction “succeeded” and “failed”?

Findings revealed that a small amount of capital was needed to start the project- 48,000 Thai Baht or $1,500.40. There was a high level of local support and awareness of the project, however; the project was not managed by a unified entity. The project requires management for viable marketing, planning, and sustainability in the future. Village-scale projects such as the Tourist Walk in Thale, Noi Thailand and throughout ASEAN may require a local champion(s) to work cohesively among all stakeholders.

iii

Acknowledgements

I would like to thank my thesis committee, Dr. David Edelman and Dr. Chris Auffrey, for their guidance throughout this process. The faculty of Mahasarakham University,

Thailand: Dr. Tarawut Boonlua, Petchladda Petchpakdee, Amarit Moudthong, Sunida

Chinnawong, and Jenjira Namuangruk for their patience, translating ability, and cultural guidance. Most importantly- the politicians, administrators, staff, villagers, academics, and students involved with Thale Noi’s Tourist Walk. Their sincerity, accommodation, and good nature made this work possible.

Table of Contents

Chapter 1: Introduction 1 1.1 Background 2 1.2 Problem Statement 3 1.3 Expected Output 4 1.4 Benefit to Villages 5 1.5 Research Questions 5

Chapter 2: Literature Review 6 2.1 Ecotourism in ASEAN 6 2.2 The Changing Landscape of Tourism in ASEAN 8 2.3 Ecotourism Development in Thailand 9 2.4 Site-specific Documents 11 2.4.1 Phatthalung Provincial Hall 12 2.4.2 Phanangtung Sub-district Office 13 2.4.3 Thale Noi Non-Hunting Area and Wildlife Preserve 13 2.5 Local attitudes in relation to ecotourism 14

Chapter 3: Methodology 16 3.1 Study Site 16 3.2 Evaluation 22 3.2.1 Data Collection 22 3.2.2 Attitude Survey 23 3.2.3 Observations 23 3.2.4 Interviews 24 3.2.5 Photo Documentation 24

Chapter 4: Results 25 4.1 Research Question #1 26 4.2 Research Question #2 27 4.3 Reseaerch Question #3 30

Chapter 5: Conclusions 36 5.1 How has Thale Noi’s ecotourism “succeeded” and “failed”? 37 5.2 The Tourist Walk and ASEAN 40 5.3 Lessons Learned 41 5.4 Recommendations 43 5.5 Photo Documentation 45

Bibliography 51

List of Tables and Figures

Table 1: Top ten country/regional sources of visitors to ASEAN 8

Table 2: Tourism components ranking for ASEAN compared to Costa Rica 11

Table 3: Tourist visits to Thale Noi’s Non-Hunting Preserve 2011 – 2013 13

Table 4: Research questions with corresponding data source(s) 25

Table 5: Tourist Walk Project Budget 26

Table 6: Sub-district Phanangtung’s 2012 Budget 26

Table 7: Demographics of Survey Participants 28

Table 8: Survey Assessing Attitudes and Awareness 29

Table 9: Phatthalung Tourist Destinations and Percentage of Visitors 31

Table 10: Tourists visiting Phatthalung and Staying in Accommodations 33

Figure 1: Number of Tourists Visiting Phatthalung Province 12

Figure 2: Provincial Thai Governmental Hierarchy 16

Figure 3: Phatthalung Province, Sub-district Phanangtung 17

Figure 4: Map of Thale Noi Wetland 18

Figure 5: Thai Cross-section of the Thale Noi Watershed 20

Figure 6: Translated Cross-section 21

Figure 7: Number of Foreign Tourists Visiting Thale Noi 34

Figure 8: Number of Domestic Tourists Visiting Thale Noi 35

Photo 1: Presence of debris and litter in Village 1 45

Photo 2: Village 1 cleanup initiative 45

Photo 3: Krajood Press Station 46

Photo 4: Krajood Press Station 46

Photo 5: Stone Rolling Station 47

Photo 6: Stone Rolling Station 47

Photo 7: Tourist Walk signage in Village 1 48

Photo 8: Training English for a potential Tourist Walk guide program 48

Photo 9: Village 1 Community Garden 49

Photo 10: Krajood Press Station 49

Photo 11: Tourist at Tourist Walk entrance 50

vii

1. Introduction

The members of the Association of Southeast Asian Nations (ASEAN) will enter into a geo-political and economic union in 2015. This union will increase connectivity and opportunity for the countries involved, as stated by the ASEAN

Secretariat:

The vision of ASEAN Leaders to build an ASEAN Community by 2015 calls for a well-connected ASEAN that will contribute towards a more competitive and resilient ASEAN, as it will bring peoples, goods, services and capital closer together. An enhanced ASEAN Connectivity is essential to achieve the ASEAN Community, namely the ASEAN Political-Security Community, ASEAN Economic Community and ASEAN Socio-Cultural Community (ASEAN Secretariat 2011, i).

According to ASEAN’s Director of Finance, Industry and Infrastructure, tourism has been recognized as one of the twelve priority sectors for integration. Among others types, nature-based and community-based tourism have been identified specifically

(Kim, Kang and Sukmajaya 2013). Ecotourism exemplifies these subcategories of tourism.

Ecotourism, sustainable development, and alternative tourism are buzzwords for today’s planners, advocates, and tourists. These words are used to encourage the conscientious investment and allocation of resources when employing environmentally and socially responsible tourist attractions, especially in developing countries. According to the Center for Responsible Travel (CREST), in 2012, international tourist receipts reached an estimated US $1.075 billion (Center for Responsible Travel 2014).

According to the same report, 40% of international travelers seek out nature and culture-based experiences. Sustainable tourism has enormous potential to bring economic benefits to local residents, preserve environmentally important areas and cultural heritage.

This research hopes to contribute to current literature on the issues of implementing eco/alternative tourism in Southeast Asia. Thale Noi, in southern Thailand will be the study site for assessing village-scale ecotourism projects. A “Tourist Walk” implemented in 2013 will be evaluated, revealing opportunities and challenges of ecotourism in Thailand, an ASEAN member state. The study hopes to identify village- scale ecotourism implementation strategies and the factors that affect project success.

The first task in Thale Noi will be to quantify the resources invested in the

Tourist Walk. There will be different metrics defining resources including time, capital investment, and community involvement. After gathering these data, a clearer picture will have emerged about initial investment into a village-scale, community ecotourism project.

Mixed methods of case study, interviews, survey, and photographs will be utilized to evaluate Thale Noi’s ecotourism project. These data will help to analyze the

“pre” and “post” implications of Thale Noi’s Tourist Walk. The study will also assess the responses of individual residents, businesses, and government agencies.

1.1 Background: Thale Noi, Phatthalung Province, Southern Thailand

Thale Noi possesses all of the important components necessary for a successful ecotourism destination (Sunkar and Rachmawati 2013): It is already a popular place domestically for viewing wildlife, there are opportunities for expansion and connection throughout the southern Thailand region, and benefits from existing infrastructure such as parking and accommodations.

Thale Noi means “small sea,” and is a community built above a wetland. The wetland is an internationally designated Ramsar Site, important for fish and bird species. The Ramsar Convention is an intergovernmental treaty committed to sustaining the ecological character of wetlands of international importance (Ramsar

Secretariat 1971). The natural environment is Thale Noi’s main resource and attraction, supporting residents’ lifestyles, and is the area’s main economic-driver through tourism.

The province of Phatthalung in southern Thailand promotes Thale Noi as one of its main tourist destinations.

The Tourist Walk’s focus is on unique cultural lifestyles and environmental sustainability. The project promotes domestic and foreign tourism. This collaboration involves many partners, including local and provincial government officials coordinating with village representatives to achieve implementation. The Tourist Walk highlights the natural environment and indigenous lifestyles of Thale Noi’s people. Residents of Thale

Noi are noted throughout Thailand for dry fish, Krajood grass weavings, and red rice varieties. Water Lily and Lotus flowers (revered in Buddhism) are prominent throughout the wetland, along with birds and water buffalos. The Tourist Walk draws tourists into the main village to promote environmental education and local products.

1.2 Problem Statement

Natural resource conservation has become increasingly important for national security, sustainability, and resilience. Due to years of mismanagement and population expansion, the natural resources of many Southeast Asian nations have been depleted (Kim, Kang and Sukmajaya 2013). Ecotourism is a tool for sustainable

3 conservation. Often pairing with the economy, ecotourism allows communities to support their denizens by protecting important natural and cultural assets. ASEAN has made sustainable, local tourism a priority for their tourism agenda (ASEAN Secretariat

2012). However, few studies attempt to examine cultural attitudes towards the environment and impacts of such tourism on the local residents and their local economies.

The data collection and fieldwork of this study will examine the efficacy of investment in village-level ecotourism projects in Southeast Asia. Information gained from this research will help to reveal impacts on local residents and any cultural attitudes toward the natural environment. These insights will help policy makers at all levels to make informed decisions.

1.3 Expected Output

Both domestic and international tourism are growing in ASEAN countries.

Tourism authorities will be evaluating alternative tourism options. This research aims to use partnerships at village, sub-district and provincial levels to expand on the efficacy of alternative tourism in ASEAN. The evaluation of village attitudes and commitment to the

Tourist Walk, will establish documented conclusions that may help to aid in future planning and project implementation.

1.4 Benefit to Villages

The assessment of Thale Noi’s Tourist Walk will help to gather best-practice methods for future village-scale ecotourism. With information about the resources needed to implement an ecotourism project, policy makers and village leaders could use these findings to weigh project feasibility in their area.

1.5 Research Questions

The goal of this research is to investigate the financial and environmental impacts of village-scale ecotourism ventures in Southeast Asia. Research questions aim to identify the resources invested in ecotourism projects and their implications:

 What was spent to implement Thale Noi’s “Tourist Walk” and by whom?

 How have local attitudes towards the natural environment changed because of

the Tourist Walk?

 What factors should be considered before adopting alternative tourism?

 How has Thale Noi’s ecotourism attraction “succeeded” and “failed”?

2. Literature Review

The comprehensive literature review conducted in preparation for this thesis aims to explore ecotourism as a tool for development. Relevant literature to be discussed defines ecotourism development in ASEAN, and frames ecotourism as subset of development. Specifically, we examine village attitudes towards ecotourism in relation to natural resources and rival views on ecotourism as a tool for conservation. There is also a variety of project-specific documents obtained in situ. These documents provide background data into the circumstances in which the Tourist Walk was implemented.

2.1 Ecotourism in ASEAN

Perceptions of the definition of ecotourism differ between regions and time. In

1990, The International Ecotourism Society (TIES) defined ecotourism as:

"Responsible travel to natural areas that conserves the environment and improves the well- being of local people (Khalifah and Yaik 2013, 26)."

Countries within ASEAN have also adopted their own definitions. The Tourism Authority of Thailand (TAT) defines ecotourism as:

Ecotourism is responsible travel in areas containing natural resources that possess endemic characteristics and cultural or historical resources that are integrated into the area’s ecological system. Its purpose is to create an awareness among all concerned parties of the need for and the measures used to conserve ecosystems and as such is oriented towards community participation as well as the provision of a joint learning experience in sustainable tourism and environmental management (Tourism Authority of Thailand 2001).

Currently, the Center for Responsible Travel defines ecotourism as simply:

Responsible travel to natural areas that conserves the environment and improves the welfare of local people (Center for Responsible Travel 2014).

Ecotourism in ASEAN has historic, cultural, and functional differences than in the West. Differences in the perception of nature-based attractions between East and

West have been blamed for less rigorous ecotourism standards in the ASEAN region

(Khalifah and Yaik 2013). ASEAN’s changing tourism standards are working to lessen such gaps.

Tourist arrivals into ASEAN states have increased from 65.7 million in 2009 to

73.7 million in 2010 and 81.3 million in 2011 (ASEAN Secretariat 2012). The intra-

ASEAN travel market is also increasing due to higher disposable incomes, awareness, ease of travel (a future standardized tourist visa), and the growth of low cost airline carriers (Khalifah and Yaik 2013). The ASEAN region is also becoming a popular destination for the growing markets of Australia, China, Japan, India and Russia. The relatively short distance, low cost of travel and the implementation of the ASEAN Open

Skies agreement in 2015 will encourage international air travel from those countries

(Dwyer 2008). Efforts to liberalize market access and control requirements for airlines are precursor to the ASEAN Single Aviation Market scheduled for 2015 (ASEAN

Secretariat 2011). These agreements will improve connectivity among ASEAN nations starting with capital cities, and will eventually include second tier cities. Theoretically, these agreements will increase the number of seats available to travelers, and provide more competition between destinations, allowing tourists to visit multiple destinations on a single trip (ASEAN Secretariat 2012).

Table 1: Top ten country/regional sources of visitors to ASEAN

Source: Kim, Kang and Sukmajaya 2013

Tourist arrivals into ASEAN continue to grow. The actual number of ecotourists is hard to gauge, but with a reported 40% of international travelers seeking out nature and culture-based attractions, ASEAN’s ecotourism market potential is vast. The planning and implementation of ecotourism projects will prove crucial to the evolution of tourism in ASEAN.

2.2 The Changing Landscape of Tourism in ASEAN

Southeast Asia is burgeoning in many ways: Myanmar, Thailand, Cambodia,

Singapore, Indonesia, Malaysia, Vietnam, Laos, The Philippines, and Brunei

Darussalam form the ASEAN union, opening the region to new opportunities. ASEAN has grown to become the United States’ fifth largest trading partner. This potential has encouraged the U.S. government to re-commit to the Southeast Asian economy by

8 launching the U.S.-ASEAN Expanded Economic Engagement (E3), committed to expanding trade and investment between the United States and ASEAN (U.S.

Representative 2012).

Collectively, ASEAN will address many sectors, including tourism. In April

2013, the United Nations World Tourism Organization (UNWTO) and the Pacific Asia

Travel Association (PATA) initiated a new strategic partnership in Bangkok (News, TIES

2013). The partnership has many initiatives such as the socio-economic benefits of tourism, aviation policies and connectivity, visa facilitation and taxation.

Sustainability and responsibility are key components to ASEAN’s strategic tourism plan. Sustainability considerations look to ensure that tourism benefits disadvantaged sectors of the population while simultaneously avoiding negative social

(loss of cultural heritage, housing costs, and displacement) and environmental impacts

(ASEAN Secretariat 2011).

Emerging trends in visitor motivations and behavior are also shaping the way that

ASEAN markets tourism. Among ASEAN’s ten identified trends include: Experimental

Travel, The Green Movement, Interest/Niche/Activity Based Tourism, and Voluntarism

(ASEAN Secretariat 2012). These areas of tourism can be associated with ecotourism, especially sustainable, community-based tourism.

2.3 Ecotourism Development in Thailand

Tourism in the Kingdom of Thailand has been a thriving industry for many years. As of 2013, Thailand had the world’s 35th largest tourism economy relative to

GDP and the 17th largest absolute tourism economy (World Travel and Tourism Council

2014). ASEAN will produce a sustained physical and economic connection to Thailand within the international market. Economic opportunities such as tourism will also be more accessible for ASEAN citizens. International travel will be easier by increasing connectivity among the 10 nations; increases in domestic and international tourism can be expected. There are also negative impacts attributed to increased tourism arrivals.

Sustainability and responsibility alongside more strategic marketing approaches can help to conserve natural resources threatened by expanded tourism (ASEAN

Secretariat 2012). Ecotourism embraces concepts such as conserving natural and cultural heritage, including locals in planning and development, educating visitors, and is adaptable for independent travelers or small groups. Ecotourism’s role in ASEAN can help to alleviate environmental stress and help to increase economic and social benefits for local communities (Sunkar and Rachmawati 2013).

Countries such as Costa Rica have marketed their tourism industry on these ideals, helping to start global trends and profiting in the process. Since 1993, ecotourism has been Costa Rica’s main foreign exchange earner (Honey 2003).

Worldwide, ecotourism accounted for $77 billion of the global market in 2007 (Center for

Responsible Travel 2010). Currently, Costa Rica has the world’s 65th largest tourism economy relative to GDP (World Travel and Tourism Council 2014), compared to

Thailand, ranked at 35th. However, Costa Rica is an international benchmark for ecotourism standards. Table 2 highlights certain components of the 2011 World

Economic Form Tourism Competitiveness Report for ASEAN countries, excluding Laos and Myanmar, and including Costa Rica.

Table 2: Tourism components ranking for ASEAN compared to Costa Rica

Source: Kim, Kang and Sukmajaya 2013

While Thailand has a higher overall tourism ranking than Costa Rica, the chart displays that Thailand lags behind in areas important to ecotourism (Natural Resources and Environmental Sustainability), but has a higher ranking in Cultural Resources, an important part of ecotourism. Given Thailand’s economic dependency on tourism and its potential for ecotourism, the conservation of tourism resources is vital.

2.4 Site-specific Documents

As part of a comprehensive literature review, site-specific documents relating to

Thale Noi were obtained from the following organizations while conducting field research in Thailand:

2.4.1 Phatthalung Provincial Hall (ส ำนักงำนศาลากลางจังหวัดพัทลุง)

While Tourism in southern Thailand is popular in most provinces, Phatthalung’s tourism industry is among the smallest. “Hotels and Restaurants” is the only metric recorded in relation to the Gross Provincial Product (GPP). According to Phatthalung’s

2011 GPP report, Hotels and Restaurants accounted for 1.60% of GPP in 2010 and

1.73% of GPP in 2011. The TAT has no presence in Phatthalung, resulting in fewer resources afforded to the province for advertisement and development. Lack of TAT involvement in Phatthalung may be attributed to the absence of beachfront. Phatthalung does not border the ocean in any part of the province.

Figure 1: Number of Tourists Visiting Phatthalung Province from (2001 – 2007)

Year Tourists D (%) 2001 336,661 - 2002 320,439 - 4.82 2003 362,713 + 13.19 2004 413,530 + 14.01 2005 400,106 - 3.25 2006 448,000 + 11.97 2007 501,320 + 11.90

Average Growth rate 2001 - 2007 + 6.86 % Average Growth rate 2003 - 2007 + 8.43 %

Source: Phatthalung Province Department of Tourism 2007

2.4.2 Phanangtung Sub-district Office, Phatthalung Province (เทศบำลต ำบลพนำงตุง)

Village level demographic data were obtained at the Phanangtung Sub-district

Office. These data were used to assess Village 1 for this research project. In the sub- district’s 2014 report, Phanangtung had 9,998 residents contained in 13 villages. Village

1 had 241 families with a total of 694 residents.

2.4.3 Thale Noi Non-Hunting Preserve, Phatthalung Province

(เขตห้ำมล่ำสัตว์ป่ำทะเลน้อย)

Thale Noi's "Non-Hunting Preserve" functions like a state park in the United

States. Visitors that come to Phanangtung District to view the wetland enter through the

Non-Hunting area and are recorded. In southern Thailand the majority of tourists are domestic and Malaysian. The Non-Hunting Area provided touristic data such as number of visitors per month and year.

Table 3: Tourist visits to Thale Noi’s Non-Hunting Preserve 2011 – 2013

Year Thai Tourists Foreign Tourists Total 2554 (2011) 292,325 3,166 295,491 2555 (2012) 221,548 1,500 223,048 2556 (2013) 226,799 1,499 228,298

Source: Thale Noi Non-Hunting Preserve, Land Preserve Administrative Office 6 (Songkhla) 2013

2.5 Local attitudes in relation to ecotourism and natural resource conservation

Ecotourism is broadly regarded as a tool for conservation. In most cases, financial incentives are thought to increase community stewardship roles and ownership to protect natural environments. Furthermore, legislation enforcing community profit sharing is recommended for sustainable community development (Bookbinder, et al.

1998). Changing existing behavior to more sustainable, environmentally friendly practices are linked to economic benefits (jobs, profit and resource allocation) associated with ecotourism. However, financial incentives alone are not efficient in galvanizing a community to care of its environment. Education is a key part for required social and cultural changes that benefit both residents and their ecotourism resources

(Pegas, et al. 2013). Synergy among key actors is also important for village relationships and values that affect the success of projects. These relationships and social/cultural factors can be more important than conservation awareness for the success of ecotourism attractions (Pegas, et al. 2013).

Local attitudes regarding ecotourism are integral to the success of a project; however, local support is not the only factor attributing to success. Indeed, there have been instances of majority community support for a project that has still seen decline in community participation (Holladay and Ormsby 2011). Decline in support may be attributed to poor local and higher-level management, resident apathy, or diminished financial resources. Furthermore, Shoo & Songorwa (2013) document a case in Kenya in which surveyed residents became discontented with revenue sharing percentages in successful ecotourism cooperatives and receive little to no benefit from ecotourism- related activities. Community involvement is clearly a critical component to project

14 success and longevity. The extent and authority of that involvement is a factor to be examined and compared.

The notion of “false ecotourism” or “irresponsible ecotourism” should also be noted. Too often, tourist attractions contain the misnomer of ecotourism for any activity that links tourism and nature (Russell and Wallace 2004). Ecotourism has been blamed as a marketing tool that puts more stress on the natural environment than on preserving it. “Responsible Tourism,” rather, has evolved as the operative term for positive tourist interactions with culture and nature. Local guidance and invitation is necessary for tourists to develop an understanding of an attraction’s natural resources and culture. For destinations that lack the “post-card attraction” of a site like the Great

Barrier Reef, more focus on local culture and people, or “eco-cultural tourism” is key- allowing local providers more internal control (Russell and Wallace 2004)

3. Methodology

3.1 Study Site

Thai governmental structure is decentralized. Provinces, like states in the

U.S., have representation at a national level. There is also representation under the province. Thale Noi is in Phatthalung Province. Sub-districts are the smallest unit within the hierarchy. They function much like a county or municipality. Services such as garbage removal, water works and fire are managed by the sub-district. Sub-districts are comprised of villages that elect representatives to the sub-district council. Villages also have chiefs. While still prevalent, the village chief system is a remnant of historical governance in Thailand and has no legal basis in the hierarchy. The chiefs may or may not be elected to the sub-district council. The figures below illustrate the Thai provincial hierarchy and identify sub-district Phanangtung in Phatthalung Province.

Figure 2: Provincial Thai Governmental Hierarchy (Phatthalung, Thailand)

Province Phatthalung

District KuanKanun

Sub-district Phanangtung

Village 1, Villages Phanangtung

Figure 3: Phatthalung Province, Sub-district Phanangtung highlighted in yellow

Source: Phanangtung Sub-district Office

Figure 4: Map of Thale Noi Wetland

Thale Noi, Thailand Highlighted in Red Sub-district Phanangtung, Village 1 (yellow) and Sub-district Thale Noi (Blue)

Sub-district Phanangtung, Village 1, Tourist Walk Source: Esri Online 2014

Village 1 was the site of all evaluation and the targeted area for data collection.

However, much of the data collected only covered formal geographies (province, district, and sub-district). Thale Noi is also part of a very important watershed in which humans and nature have been coexisting for generations. Runoff from the mountains west of the wetland flows downhill integrating into the diverse wetland environment. The cross-section below illustrates the different types of ecologically important habitat that is included in the watershed. As water moves between Thale Noi and the Great Songkhla

Lake, a mixture of freshwater and saltwater also provides unique habitat for flora and fauna. Swamp forest, peat swamp forest, and different types of marshes are included among the habitat; there are also human elements such as canals and agricultural fields. According to the United Nations Environment Programme/Global Environment

Facility (2003), “Reversing Environmental Degradation Trends in the South China Sea and Gulf of Thailand Report.” The Thale Noi Non-hunting preserve is comprised of about 112,927 acres (47,500 hectares or 285,625 Thai rai), home to 217 species of birds, 35 species of fish, 260 plant species, and 29 endangered species.

Figure 5: Thai Cross-section of the Thale Noi Watershed

Source: Muadthong (2013)

Figure 6: Translated Cross-section

Source: Muadthong (2013)

The wetland is partially contained by the sub-district of Phanangtung. There are thirteen villages in Phanangtung, three of which abut the wetland; another sub- district also borders the wetland, sub-district Thale Noi. Thale Noi is the name of this sub-district and the wetland as a whole. Visitors are often confused about visiting the wetland of Thale Noi, but not being in Thale Noi sub-district. Sub-district Phanangtung is where most tourist activity is, and where the Tourist Walk is located.

3.2 Evaluation

A complete literature review was achieved by obtaining site-specific documents in Thailand. Review of Thai and English documents was necessary for context and research acculturation. Academic and popular literature is also part of the assessment.

The evaluation of this Peace Corps project will be determined by evaluating variables for which data exist. Yin (2014) Case Study Research: Design and Methods helped to guide evaluation strategies and direction. Investigative research was made possible by establishing community trust among key actors. The researcher lived and worked in Thale Noi as a Peace Corps volunteer from 2011 – 2013. Community trust allowed for access to data and information about the ecotourism project and also helped to avoid Thai “Kreng Jai” (เกรงใจ). Kreng Jai is an infamous part of Thai culture that emphasizes accommodation, especially of guests or foreigners. Foreigners working in

Thailand often complain that they are given everything yet nothing simultaneously.

Specifically, co-workers may tell them what they think they want to hear, rather than the truth. Kreng Jai is an inherent barrier for foreign researchers. This evaluation was able to avoid Kreng Jai by gaining community trust during two years of Peace Corps service.

3.2.1 Data Collection

The goal for data collection was to obtain as much information about the

Tourist Walk and tourism as possible from sub-district, and provincial levels. Capital investment into the Tourist Walk was of particular interest to provide a baseline for resources necessary to start a project. Each administrative level employs tourism

22 officials who compile data for their areas. Data obtained from the provincial level have shown a trend of increased tourism to Phatthalung Province. Provincial data were collected from the Phatthalung Provincial Hall. Sub-district data were collected from the sub-district office and the Thale Noi Non-Hunting Area and Wildlife Preserve.

Tourism data procured contain the numbers of visitors (foreign and domestic) per year, mode of transportation, purpose of travel and travel arrangements (tours). At a minimum, these data will indicate tourism trends in Phatthalung. Changes in ASEAN tourism policy may help to assess the implications of these trends.

3.2.2 Attitude Survey

A survey conducted by Peace Corps volunteer Jim Friel, Thailand Group 125, was obtained to evaluate resident attitudes concerning the environment and Tourist

Walk project in their village. Community participation and ownership are important for any ecotourism project. This survey provided secondary data that helped to evaluate the community’s position on their natural resources and their role in conservation.

3.2.3 Observations

The author recorded direct observations of the Tourist Walk 1.5 years of implementation. User observations were recorded from tourist users on the project.

These observations will help to gain the users perspective of the walk, including criticism.

3.2.4 Interviews

In addition to the survey results, which the author acquired, and his direct observations, interviews of key government and community officials were also conducted to supplement the data with background information. These insights were used to extrapolate personal accounts of “successes” and “failures” of the Tourist Walk.

Key actors in local government, provincial government, academic institutions, and village leaders offered their insight into the efficacy of the Tourist Walk project and changes in tourism that may come with the formation of ASEAN.

3.2.5 Photo Documentation

The comparison of photographs can help to examine environmental quality and aesthetics important to tourism. By comparing visuals from before the Tourist

Walk’s implementation, we can make qualitative evaluations can be made. Photos provide context by incorporating “before and after” images of important areas in the

Tourist Walk, and capture an aesthetic element critical to tourism of any type.

4. Results

Investigative fieldwork proved to be highly successful in answering the study’s research questions. The study addressed research questions by systematically collecting data pertaining to corresponding questions.

Table 4: Research questions with corresponding data source(s)

Research Questions Source(s) of Data Collection

What was spent to implement Thale Noi’s Phatthalung Provincial Hall “Tourist Walk” and by whom?

How have local attitudes towards the Peace Corps Survey natural environment changed because of Direct Observations the Tourist Walk?

What factors should be considered before Direct Observation adopting alternative tourism? Phatthalung Provincial Office Thale Noi Non-hunting Preserve

Research question 4, “How has Thale Noi’s ecotourism attraction

“succeeded” and “failed”?” will be assessed in the next chapter as part of the conclusion narrative. Depending on perspective, success and failure of this project may be subjective. Direct observation and insights gained by speaking with individuals in the community and province will supplement discussion regarding the project’s outcome.

4.1 What was spent to implement Thale Noi’s “Tourist Walk” and by whom?

Data from the Phatthalung Provincial Hall answered all funding questions about Thale Noi’s Tourist Walk: 1 Thai Baht is equivalent to 0.031 U.S. Dollars.

Table 5: Tourist Walk Project Budget

Provider Thai Baht USD (March 2015)

Province 40,000 $1240

Local Municipality 6,000 $186

Community Donations 2,400 $74.40

Total: 48,400 $1,500.40

Source: Treasury Office of Phatthalung Province, Management Committee 2012

For comparison, research documented the yearly budget for Sub-district

Phanangtung.

Table 6: Sub-district Phanangtung’s 2012 Budget

Provider Thai Baht USD (March 2015)

Province 30,696,423 951,589.11

Rent from waterfront businesses 308,400 9,560.40

Collected by Sub-district 1,203,647 37,313.06

Total: 32,208,470 998,462.57

Source: Treasury Office of Phatthalung Province, Management Committee 2012

Of note is the 1,203,647 Baht portion of the total budget that the sub-district is responsible for collecting themselves, after collecting rent from waterfront businesses.

The Tourist Walk project was initiated, in part, to create other sources of income for the

26 sub-district. To the author’s knowledge, there has been no revenue derived from the

Tourist Walk that aids the sub-district financially. The Tourist Walk aspires to supplement local service provider’s income. The average annual income in 2013 for a villager with the occupation of fishermen, Krajood worker, tourist boat operator, and farmer in Sub-district Phanangtung was 47, 651 Thai Baht, or, around $1,461 USD

(Treasury Office of Phatthalung Province, Management Committee 2012).

4.2 How have local attitudes towards the natural environment changed because of the

Tourist Walk?

To address this question the study focused on a U.S. Peace Corps survey acquired from Friel (2014) - Village Attitudes Regarding Thale Noi’s Tourist Walk. The survey was conducted in Village 1 at a monthly village meeting in July 2014. Available heads-of-household (mainly elderly females) attend village meetings to congregate socially, address village issues, and organize events. The chief of village 1 and her administration acts as the main engine for community activism and community organizing. Certainly, their role is paramount to the future of the Tourist Walk.

Table 7: Demographics of Survey Participants (n = 47)

Variable Characteristic N Percentage

Sex Female 37 78.7% Male 10 21.3%

Origin Village 1 47 100.0%

Vocation Informal Laborer 13 27.7% Informal Business 10 21.3% Krajood Grass Products 8 17.0% Housewife 6 12.8% Fishermen 5 10.6% Farmer 3 6.4% Cowboy 1 2.1% None 1 2.1%

Source: Friel 2014

Table 8: Peace Corps Survey Assessing Attitudes and Awareness related to the Tourist Walk (n = 47)

Awareness/Attitude Statement Yes No % ("Yes")

Are you aware of Tessaban Phanangtung’s upgrades to the waterfront and tourist welcome center? 43 4 91%

Are you aware of the “Tourist Path” in Village 1? 43 4 91%

Has the Tourist Path helped Village 1’s economy? 46 1 98%

Has the Tourist Path supplemented your personal income? 45 2 96%

Has the natural environment benefited from the Tourist Path? 45 2 96%

Do you think the Tourist Path has the potential to be an important community asset? 46 1 98%

Do you think that Village 1 can educate tourists about Thale Noi’s environment and lifestyles? 46 1 98%

Do you think youth will benefit from the Tourist Path? 47 0 100%

Attitude Statement Worse Same Better

What is your attitude towards the natural environment since the Tourist Path started? 1 4 42

Source: Friel 2014

More than 75% of respondents were women and the main occupation was

“Informal Laborer” (27.7%). Awareness and Attitude statements addressed in the survey display general support for the Tourist Walk and the economic and environmental benefits associated.

4.3 What factors should be considered before adopting alternative tourism?

This study seeks to evaluate the Tourist Walk’s resources regarding the important components necessary for a successful ecotourism destination as established by Sunkar and Rachmawati (2013). As shown in the table below, Thale Noi is the most visited tourist destination in Phatthalung Province. While the totals displayed in the table below are not accurate, Thale Noi’s importance in provincial tourism is clear. Thai tourists visit Thale Noi more than any other destination. However, Thale Noi is behind

“Ok Thalu Mountain” (63.98% of foreign visitors) and “Khuha Swaan Temple” (81.21% of foreign visitors).

Table 9: Phatthalung Province Tourist Destinations and Percentage of Visitors 2007

Specific Tourism Locations Percentage of Visitors

Provincial Tourism Thai Foreign Total

Thale Noi 41.42 0.45 41.25 หาดแสนสุขล าป า 31.10 1.96 30.99 เขาอกทะลุ 21.88 63.98 22.05 วัดเขาอ้อ 21.53 1.31 21.45 วัดคูหาสวรรค์ 17.04 81.21 17.30 เรือนชัยบุรี 11.71 0.00 11.66 น ้าตกไพรวัลย์ 9.95 7.00 9.94 ร้านอาหารหลานตาชู 7.15 0.20 7.13 ทะเลสาบล าป า 6.49 0.00 6.46 อช.เขาปู่-เขาย่า 3.60 0.00 3.58

Source: Phatthalung Province Department of Tourism 2007

Natural attractions like the Thale Noi Non-hunting Preserve are also important for forming ecotourism destinations. The Thale Noi Non-hunting Preserve Report (2014) details the preserve’s background, vision, goals & objectives, and environmental status.

One of the objectives of the Thale Noi Non-hunting preserve report is to promote:

… Research, wildlife, conservation, and ecotourism.

Within the report “Goals” section are directives to:

Set appropriate ecotourism measurements.

The report also highlights the:

Thale Noi community and lifestyles as attractions to the area.

Presently, the annual Thale Noi Bird Watching Festival celebrates the natural environment of the wetland, including its Ramsar Site designation. The Thale Noi wetland was Thailand’s first Ramsar Site (1998). The designation was specifically placed to protect birds that nest in Thale Noi: Purple Heron, Little Cormorant, Black- crowned Night Heron, Cattle Egret, and the Little Egret (Thale Noi Non-hunting

Preserve, Administration 2014).

Awareness and marketing of Phatthalung Province’s tourist attractions is also important. Unlike many provinces in southern Thailand, Phatthalung does not have the benefit of housing the Tourism Authority of Thailand (TAT). Phatthalung’s tourism services have a smaller operational budget and lack the master planning that provinces with TAT have. The majority of tourists to Phatthalung who stay in lodging are from

Thailand and Malaysia.

Table 10: Tourists and Nationality visiting Phatthalung and Staying in Accommodations (2007)

Nationality Total Thai 96,681 Malaysia 386 Singapore 102 China 83 Hong Kong 41 Japan 141 Taiwan 30 Austria 21 Belgium 55 Denmark 20 France 48 Germany 49 Italy 55 Netherlands 20 Sweden 42 Switzerland 81 U.K. 19 U.S.A. 17 Middle East 50 Australia 58 New Zealand 18 East Europe 8 Indonesia 57 Philippines 18 Vietnam 15 Total 98,115

Source: Phatthalung Province Department of Tourism 2007

According to the Phatthalung Province Ministry of Tourism and Sports -

Tourism Travel Behavioral Survey Report (2012), 67.8% of Thai tourists to Phatthalung heard about the province’s tourist attractions from a friend. Conversely, only 24.4% of foreign tourists heard about tourists attractions in Phatthalung from a friend.

Furthermore, 32.5% of foreign tourists heard about the province’s tourists attractions through online research. Only 0.3% of Thai tourists used the internet to plan their trip to

Phatthalung while 66.7% of foreign tourists used the internet to plan their trip.

The total number of foreign tourists to Thale Noi was generated by combining yearly and monthly reports from the Thale Noi Non-hunting Preserve.

Figure 7: Number of Foreign Tourists Visiting Thale Noi 2008 - 2014

Source: Thale Noi Non-hunting Preserve Administrative Office 2013 & Office of Wildlife

Conservation 6 National Wildlife and Plant Service 2014

Foreign tourist counts visiting Thale Noi fell between 2011 and 2012. The reason for this plateau is unknown. For comparison, Thai tourists visiting Thale Noi were also calculated.

Figure 8: Number of Domestic Tourists Visiting Thale Noi 2008 - 2014

Source: Thale Noi Non-hunting Preserve Administrative Office 2013 & Office of Wildlife

Conservation 6 National Wildlife and Plant Service 2014

By 2012, Thai tourists to Thale Noi also fell in comparison to 2008 – 2010. There is no known correlation between Thai and Foreign tourist decreases. However, Figure

1 displays an increasing trend of all visitors to Phatthalung Province from 2001 to 2007.

International economic recessions may have contributed to visit decreases. Internal political factions and military coups have also damaged Thailand’s reputation and disrupted tourism.

5. Conclusions

This study was able to answer or address all research questions through investigative fieldwork and the acquisition of site-specific documents. Initial funding to start the Tourist Walk was 48,400 Thai Baht ($1,500.40). This amount was less than

0.002% of Sub-district Phanangtung’s 2013 budget. In addition, over 80% of the budget was provided by the province, which manages tourism attractions in Phatthalung.

The attitude survey conducted by Friel (2014) showed that residents of village

1 largely support the Tourist Walk. Respondents were mostly aware of and supported the ideals of the attraction. Furthermore, 96% of respondents claimed that the Tourist

Walk has benefitted them financially. Financial benefits may be attributed to an increase of visitors into Village 1.

Investigation into the factors that should be considered before adopting an alternative tourism strategy revealed opportunities for Thale Noi to highlight the Tourist

Walk. While Thale Noi had prerequisite resources for an ecotourism attraction, reports obtained from Thale Noi Non-hunting Preserve, Administration (2014) provide background supporting alternative tourism. Thale Noi could build on these ideals to attract the growing demographic of “ecotourists”.

Thale Noi is the most popular destination for domestic tourists in Phatthalung

Province; however, it is the sixth most popular destination for foreign tourists

(Phatthalung Province Department of Tourism 2007). This gap may be due to the location of four of the other attractions. Besides a waterfall, the destinations visited by tourists more than Thale Noi are located in the capitol city, where most tourists enter the province. Awareness may also play a role in the lack of foreign tourists. Most (66.7%) of

36 foreign tourists use the internet to plan their trip to Phatthalung, only 0.3% of Thais use the internet to plan their trip. Domestic tourism awareness in Phatthalung is primarily passed by word-of-mouth, with 67.8% of Thai tourists hearing about Phatthalung tourist destinations from a friend (Phatthalung Province Ministry of Tourism and Sports 2012).

Foreign tourists use the internet to plan their trips from abroad and may not have a Thai national to speak to about tourist attractions. These communication gaps explain why

Thale Noi is the most popular provincial tourist destination overall, but not for foreign tourists.

The Thale Noi Non-hunting Preserve is also officially in support of community lifestyles and tourism as environmental conservation initiatives (Thale Noi Non-hunting

Preserve, Administration 2014). Currently, the preserve does not offer any direct form of support to the Tourist Walk. The preserve’s directives are in favor of ecotourism, it also acts as the gateway to Thale Noi’s natural environment (especially for bird watching).

Clearly, the conservation legacy of Thale Noi could be leveraged to attract increased interest in bird watching and alternative tourism. The Tourist Walk could benefit from the preserve’s prominence if it were advertised as part of Thale Noi’s complete tourist experience.

5.1 How has Thale Noi’s ecotourism attraction “succeeded” and “failed”?

Management is paramount to any project. However, the management of a community based tourism project does not have a single rigid solution. There is debate as to whom and how management should be organized. Moreover, there are successes and failures in numerous models. Hamzah (2013) gives examples of community based

37 tourism initiatives that display a variety of management methods. Another factor contributing to success is commercial attraction. Initiatives set to conserve nature and culture may become stagnant without commercial viability. Outside parties such as non- profits or non-government organizations have- at times- been capable in initiating and helping to promote locally managed projects. Besides one individual stationed by the

U.S. Peace Corps (if requested by the local government), Thale Noi does not have the presence of such outside parties. Therefore, management strategies are dependent on local actors.

Fieldwork, direct observation, and conversation have allowed this study to gain unique and varying perspectives toward the efficacy of the Tourist Walk. The

Tourist Walk is still a new endeavor for Sub-district Phanangtung. Success hinges on management and cooperation between all involved; however, the means to reaching success vary depending on station. From the perspective of a provincial official approached regarding the Tourist Walk:

The local sub-district must embrace the project ideals and work as one with the villagers.

Phatthalung Province does not have Tourism Authority of Thailand representation, making the planning and budget of tourism in Phatthalung less than other provinces.

Local government administrators are prone to addressing the lack of budget

(from the province), allocated for extracurricular projects such as the Tourist Walk. Lack of budget, from their vantage, restricts their ability to educate villagers and manage projects. Local government staff also state that:

Villagers should work with the sub-district to better care for their home, especially regarding litter in the village.

Residents of Village 1 have cited a lack of follow-up from the sub-district and administrators as a problem regarding project sustainability:

Villagers do not have help developing the project after the pomp and circumstance of the opening ceremony.

The success of the Tourist Walk depends on project continuation with support and resources from local government.

Details such as brochures, advertisement, and education need to be supplemented and provided for by local government.

However, there is agreement between the sub-district and villagers about community assets already in place. Both parties cite lifestyles, culture, and souvenirs as building blocks to spur growth.

This study also gained outside perspectives to gauge the project’s future. A professor at Thaksin University’s Community College of Wisdom in Sub-district

Phanangtung states that:

Project success hinges on the community’s ability to adapt to ASEAN. Multiple languages need to be accommodated, the environment needs to be cleanly, and activities should be based on “action-learning” so that tourists can learn through doing.

However, before addressing ASEAN, the Tourist Walk and Thale Noi need to embrace their natural environment and education towards it. Without local buy-in and championing, education and environmental stewardship will never be achieved.

The views from a local naturalist in Thale Noi offer additional perspective:

Thale Noi’s Tourist Walk has not succeeded because there are no collective goals or vision… the project attempted to change the villagers, change should come from the villagers as a result of common goals and management.

Villagers must be properly educated to take ownership of and respect their environment; their future is tied to the environment and it will supplement village income eventually.

Both the professor and the naturalists agreed that establishing a formal guide, possibly students, to lead visitors through the village would help bridge the gap between awareness, introduction, and comfort of the tourist into the village.

5.2 The Tourist Walk and ASEAN

The formation of ASEAN will change Southeast Asia. ASEAN’s new policies could greatly affect the small community of Thale Noi. The potential for community based tourism in Thale Noi hinges on sustainable management that can adapt to

Southeast Asia’s new geo-political environment.

Some do not believe that Thale Noi will encounter any changes due to

ASEAN. The clash between traditional local governance (village chief system) and the newer sub-district system has also led to some mistrust in the allocation of local resources. ASEAN is often seen as an extension of government inadequacy and misrepresentation. According to a local naturalist in Thale Noi:

ASEAN is not a real opportunity for Thale Noi. Focus should be placed on small steps towards achieving realistic goals, not depending on ASEAN for the big picture.”

A graduate student from Bangkok, and outside advisor for the Tourist Walk, offered a more comprehensive view towards ASEAN and Thale Noi:

At the national level, ASEAN entreats to liberate the flow of goods, services and investments across the member countries. If such case is true, the economic coalition will benefit Thailand in the form of GDP growth. Thais as well as ASEAN members will have more purchasing power and ability to travel. Thale Noi is still quite a new travel destination for many Thais and foreigners and with enough promotion, it has a potential to attract both local and foreign tourists… the important question is, what kind of travelers will be attracted to visit Thale Noi? There is a difference between benefits from tourism in general and whether or not this will lead to sustainable ecotourism. Just success in general tourism will have a negative impact on ecotourism.

Clearly, embracing ASEAN is not a consensus strategy leading towards project success. ASEAN may provide new opportunities for the Tourist Walk; however, project goals and management need be formalized and acted upon collectively at the local level.

5.3 Lessons Learned for Future Projects

The Tourist Walk’s implementation was not hindered by financial or resource barriers. However, the management and organization of the attraction has stunted the attraction’s growth. Lessons learned from the Tourist Walk may aid in developing other village-scale, alternative tourism projects throughout ASEAN.

1) Establish Common Goals among all Stakeholders:

Communication among stakeholders is a key component to project planning and creation. With agreed upon goals, stakeholders will be able synchronize a work plan to meet objectives. Having these goals in place before project implementation is required.

Without specific goals, stakeholders lack cohesion and continuity necessary to achieve common goals.

2) Welcoming Gateway, Operating Hours, and Guides:

Currently, the Tourist Walk is open at all hours and there are no formalized schedules for activities or entering the village. The creation of guides (possibly local students that are trained in Thai and English), would allow tourists to enter the village more comfortably and engage in the correct activities. There is signage and a map detailing village attractions but the activity stations are not operated on any schedule, leaving them vacant for many hours at a time. A more pronounced entrance to the village would help to physically establish the Tourist Walk and create a more welcoming space for tourists. After these steps are initiated, administrators can discuss implementing a tourists fees to further supplement the project’s financial viability.

3) Strong Local Administrators:

Sub-district officers are the pivot point between villagers and the provincial resources. Without strong representation and flexibility, there is a gap between the locals and outside resources. Sub-district officers can expose the villagers to marketing, master planning, and sustainability by using connections to provincial administrators.

Mistrust between villagers and the Sub-district is common. Often, Sub-district officers come from outside areas and do not have effective working relationships with the villagers nor attachment to the area.

4) Village Champion(s):

The expansion of the Tourist Walk depends on prominent community member(s) or village chief seizing initiative. Through a local champion, committees and management groups can form. According to Geert Hofestede’s cultural analysis,

Thailand is a country with a high power distance (ITIM International n.d.); social hierarchy is accepted, especially in rural areas. Therefore, the growth or hindrance of

Thale Noi’s Tourist walk is especially dependent on leadership.

5.4 Recommendations

Goodwin and Santilli (2009) cite four major shortcomings from community based tourism groups surveyed in their study: 1) propagation of handout mentality; 2) lack of adequate markets; 3) low bed occupancy; 4) vague definition of community based tourism. Certainly, Thale Noi suffers a lack of markets and a vague definition of alternative tourism. There is ample lodging in Thale Noi and the propagation of handouts has yet to apply.

There is a disconnect regarding communication and vision among the partners involved in the Tourist Walk. Project success depends on all sides re-investing in and cooperating to achieve mutually agreed upon goals. Systematic planning, execution, tourist demand, business models, and monitoring are all areas where villagers, local government, and provincial government can form new collaborations.

Truly, community based tourism embracing an ecotourism model depends on a synergistic approach and understanding among these key relationships.

To achieve environmental and economic advances, villagers must be given the proper resources, education, and take ownership of their project. Sustainability is impossible if government simply funds the Tourist Walk then backs away.

The development of Thale Noi’s tourism industry is inevitable. It is up to the people and administrators to take the proactive lead on ecotourism as a tool for the sustainable development of their treasured home. A local champion(s) is necessary to work among all parties and oversee project execution. The presence of a local champion not associated with government can ensure the longevity and prioritization of the project through administration changes. The Thale Noi community will have many choices to make in prioritizing the Tourist Walk’s values and sustainability for the future.

5.5 Photo Documentation

Photo 1: Presence of debris and litter in Village 1 – before project implementation.

Photo 2: Village 1 cleanup initiative – 1 day before project implementation

Photo 3: Krajood Press Station – before Project implementation.

Photo 4: Krajood Press Station – after project implementation.

Photo 5: Stone Rolling Station – before project implementation.

Photo 6: Stone Rolling Station – after project implementation.

Photo 7: Tourist Walk signage in Village 1 – after project implementation.

Photo 8: Training students in English for a potential Tourist Walk guide program – after project implementation.

Photo 9: Village 1 Community Garden – 1.5 years after project implementation.

Photo 10: Krajood Press Station – 1.5 years after project implementation.

Photo 10: Tourist at Tourist Walk entrance – 1.5 years after project implementation.

Bibliography

ASEAN Secretariat. ASEAN Tourism Agreement. 2012.

http://www.asean.org/news/item/asean-tourism-agreement (accessed February

6, 2014).

ASEAN Secretariat. ASEAN Tourism Marketing Strategy (ATMS) 2012-2015. Jakarta:

ASEAN Secretariat, 2012.

ASEAN Secretariat. "ASEAN Tourism Strategic Plan 2011-2015." Strategic Plan,

Jakarta, 2011.

ASEAN Secretariat. Master Plan on ASEAN Connectivity. Master Plan, Jakarta:

Association of Southeast Asian Nations (ASEAN), 2011.

Bookbinder, Marnie P., Eric Dinerstein, Arun Rijal, Hank Cauley, and Arup Rajouria.

"Ecotourism's Support of Biodiversity Conservation." Conservation Biology

(Wiley) 12, no. 6 (1998): 1399-1404.

Center for Responsible Travel. Responsible Travel: Global Trends & Statistics. Market

Study, Washington, DC: Center for Responsible Travel, 2010.

Center for Responsible Travel. "The Case for Responsible Travel: Trends and

Statistics." Center for Responsible Travel, Washington D.C., 2014.

Digital Globe, Geo Eye, CNES/Airbus DS, Esri, HERE. Thale Noi outline. n.d.

http://arcg.is/1bH0XYg (accessed April 14, 2014).

Dwyer, L. Megatrends underpinning tourism to 2020: Analysis of key drivers for change.

Queensland: CRC for Sustainable Tourism Pty Ltd., 2008.

Friel, Jim. Village Attitudes Regarding Thale Noi's Tourist Walk. Peace Corps Thailand

Group 125, 2014.

Goodwin, H., and R. Santilli. "Community-Based Tourism: A Success?" International

Centre for Responsible Tourism (ICRT) Occasional Paper (University of

Greenwich), no. 11 (2009).

Hamzah, Amran. "Community Based Tourism and its Critical Success Factors." In

Opportunities and Challenges of Ecotourism in ASEAN countries, by Seoul-il

Kim, Mihee Kang, & Dian (eds.) Sukmajaya, 166-193. Seoul: Jungmin Publishing

Co., 2013.

Holladay, Patrick J., and Alison A. Ormsby. "A comparative study of local perceptions of

ecotourism and conservation at Five Blues Lake National Park, Belize."

Ecotourism Journal 10, no. 2 (2011): 118-134.

Honey, Martha. "GIVING A GRADE TO COSTA RICA'S GREEN TOURISM." NACLA

Report on the Americas 36, no. 6 (May/June 2003): 40.

ITIM International. The Hofstede Center. n.d. http://geert-hofstede.com/thailand.html

(accessed March 11, 2015).

Khalifah, Zainab, and Yong Jia Yaik. "Status of ecotourism in ASEAN countries." In

Opportunities and Challenges of Ecotourism in ASEAN countries, by Seong-il

Kim, Mihee Kang, & Dian (eds.) Sukmajaya. Seoul: Jungmin Publishing Co.,

2013.

Kim, Seong-il, Mihee Kang, and Dian (eds.) Sukmajaya. Opportunities and Challenges

of Ecotourism in ASEAN countries. Seoul: Jungmin Publishing Co., 2013.

Muadthong, Amarit. Vernacular Architecture around the Talay Noi Sea, Pattalung and

Nakhon Sri Thammarat Province. PhD Thesis, Mahasarakham, Thailand:

Mahasarakham University, 2013.

News, TIES. UNWTO and PATA Partner to Advance Tourism for Economic Growth and

Development in Asia. May 12, 2013. http://www.ecotourism.org/news/unwto-and-

pata-partner-advance-tourism-economic-growth-and-development-asia

(accessed March 24, 2014).

Office of Wildlife Conservation 6 National Wildlife and Plant Service. "Tourism Statistics

of Thale Noi Non-hunting Preseve Monthly Report 2014." 2014.

Pegas, Fernanda de Vasconcellos, Alexandra Coghlan, Amanda Stronza, and Valéria

Rocha. "For love or for money? Investigating the impact of an ecotourism

programme on local residents' assigned values towards sea turtles." Ecotourism

Journal 12, no. 2 (2013): 90-106.

Phatthalung Province Department of Tourism. Phatthalung Tourism Statistics Report.

Phatthalung Province Ministry of Tourism and Sports, 2007.

Phatthalung Province Ministry of Tourism and Sports. "Tourism Travel Behavioral

Survey Report." 2012.

Ramsar Secretariat. About the Ramsar Convention. 1971.

http://www.ramsar.org/cda/en/ramsar-about-about-ramsar/main/ramsar/1-

36%5E7687_4000_0__ (accessed April 20, 2014).

Russell, Andrew, and Gillian Wallace. "Irresponsible Ecotourism." Anthropology Today

(Royal Anthropological Institute of Great Britain and Ireland) 20, no. 3 (2004): 1-

Shoo, Rehema Abeli, and Alexander N. Songorwa. "Contribution of ecotourism to

nature conservation and improvement of livelihoods around Amani nature

reserve, Tanzania." Ecotourism Journal 12, no. 2 (2013): 75-89.

Sunkar, Arzyana, and Eva Rachmawati. "Ecotourism development in Vietnam,

Cambodia, Thailand, and Malaysia." In Opportunities and Challenges of

Ecotourism in ASEAN Countries, by Seong-il Kim, Mihee Kang, & Dian (eds.)

Sukmajaya. Seol: Jungmin Publishing Co., 2013.

Thale Noi Non-hunting Preserve Administrative Office. "Summary Statistics for Tourists

Visiting Thale Noi Non-hunting Preserve 2007 - 2013." 2013.

Thale Noi Non-hunting Preserve, Administration. "Thale Noi Non-hunting Preserve

Report: Phatthalung, Nakhonsrithammarat, and Songkhla Provinces." 2014.

Thale Noi Non-Hunting Preserve, Land Preserve Administrative Office 6 (Songkhla).

Tourist Statistics 2011 - 2013. National Wildlife and Plant Service, 2013.

Thale Noi Non-Hunting Wildlife Preserve, Land Preserve Administrative Office 6

(Songkhla), National Wildlife and Plant Service. Thale Noi Non-Hunting Preserve

Report. Land Preserve Administrative Office 6 (Songkhla), National Wildlife and

Plant Service 2013, 2013.

Tourism Authority of Thailand. Defenition and Concept of Ecotourism. 2001.

http://conservation.forest.ku.ac.th/ecotourdb/english/Definition/definition.htm

(accessed July 8, 2014).

Treasury Office of Phatthalung Province, Management Committee. The Palang

Wayuphak Project, Moving the Thale Noi Community Forward Together, Soaring

Over the Cliffs to the rest of the World. Treasury Office of Phatthalung Province,

2012.

U.S. Representative, Office of the United States Trade. Association of Southeast Asian

Nations (ASEAN). November 19, 2012. http://www.ustr.gov/countries-

regions/southeast-asia-pacific/association-southeast-asian-nations-asean

(accessed February 5, 2014).

United Nations Environment Programme/Global Environment Facility. Reversing

Environmental Degredation Trends in the South China Sea and Gulf of Thailand .

Environmental Report, Bangkok: UNEP/GEF, 2003.

World Travel and Tourism Council. Travel & Tourism Economic Impact 2014 Costa

Rica. Economic Impact, London, UK: World Travel and Tourism Council, 2014.

World Travel and Tourism Council. Travel & Tourism Economic Impact 2014 Thailand.

Economic Impact, London, UK: World Travel & Tourism Council, 2014.

Yin, Robert K. Case Study Research: Design and Methods. 5th. SAGE Publications,

Inc., 2014.