A Small Sea: Evaluating the Implementation of Village-Scale Ecotourism in Thale Noi, Thailand and the Association of Southeast Asian Nations (ASEAN)
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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 by 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. ii 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. iv 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 v 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 vi 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. 1 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. 2 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