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Socio-Cultural Changes in Thai Beach Resorts: a Case Study of Koh Samui Island, Thailand

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Socio-Cultural Changes in Thai Beach Resorts: a Case Study of Koh Samui Island, Thailand SOCIO-CULTURAL CHANGES IN THAI BEACH RESORTS: A CASE STUDY OF KOH SAMUI ISLAND, THAILAND SOMRUTHAI SOONTAYATRON A thesis submitted in partial fulfilment of the requirements of Bournemouth University for the degree of Doctor of Philosophy January, 2010 Bournemouth University This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and due acknowledgement must always be made of the use of any material contained in, or derived from, this thesis. 2 Abstract Apart from the obvious and visible effects on the economy and the physical environment, tourism can contribute to social and cultural changes in host societies. Many host communities put their hopes on tourism as an economic driver and development tool. However, it is still unclear whether tourism is more useful or harmful towards host destinations. It is obvious that international tourism would be a short pathway to make the transition from a traditional way of life to a modern form of society. Many studies show that destinations consider these changes positively in terms of modernisation and affluence. However, the interaction between two different cultures creates change processes over time, especially in an Eastern context where the modernisation process is Western in orientation. Prior studies on residents’ attitudes and perceptions toward socio-cultural impacts of tourism identify various relationships. However, much less analysis has focused on the influence of cultural factors. Additionally, most previous studies focus on residents’ attitudes and perceptions towards tourism development through quantitative surveys with cluster or factor analysis based on a limited range of predetermined attributes. Few studies explore the changes from an indigenous culture perspective. The aim of this research is to develop a better understanding of the residents of a Thai beach resort’s attitudes towards tourism, in particular their perceptions of the socio-cultural impacts of tourism development and the associated behavioural changes in their society. Koh Samui was chosen for this investigation as it is a self-contained model of a beach resort development where there are socio- cultural impacts. A constructivist paradigm approach was adopted. Consideration is given in the literature review and the methodology chapters to issues related to conducting research in the Thai context. Choosing qualitative research serves as a bridge, which can link theory, practice and deeper findings. This research employed participant observation and semi-structured interviews. The background of the local residents and local context in Koh Samui were explored as well as local residents’ behaviour patterns and the interaction between them and tourists on a day to day 3 basis. Following a period of immersion in the community, residents’ and local authorities’ perceptions and attitudes toward the socio-cultural impacts of tourism development in Koh Samui were investigated through semi-structured interviews. Isan migrant workers emerged from the data analysis as a key issue due to the fact that local people believed these migrant workers were responsible for the majority of socio-cultural impacts in Koh Samui including demographic changes, rise in crime, drug abuse, prostitution and AIDS infection, demonstration effects, and increased poverty and slums. Consequently, local people were offended by and fearful of Isan migrant workers. In addition, the analysis suggests that Isan migrant workers had adapted to more readily to tourist culture. Acculturation and social identity theory are explored to explain this situation. Social identity suggests that Isan migrant workers were out-group of Koh Samui as well as sense of belongingness as a self-esteem was a key answer to this adaptation in Isan migrant workers. Buddha’s teaching and the Thai avoidance of confrontation are the main players in order to reflect on how Thai people cope with socio-cultural changes. The majority of local residents in Koh Samui are Buddhist and this has taught them to accept problems and learn how to live with them. A fundamental factor is an Eastern world view. In Koh Samui, it was necessary for local people to accept tourism and cope with socio-cultural changes in their community so as not to reject the apparent benefits of tourism. The findings illustrate many contexts in which local people are led by their cultural background to accept tourism. Following a crisis in local agriculture which was dependent on coconuts, tourism seemed to be the only way for local people to survive. It is, therefore, difficult for them to blame tourism as a cause of the main socio-cultural problems in their community. Therefore, they try to apportion blame elsewhere, in this case on the Isan migrants. Buddhism is followed by ninety-five percent of Thai people. It is undoubted that Buddhism has a strong influence on everyday life of Thai people, their society and culture. The implications of Thai cultural conditions and responses in the everyday life that were emerged from the analysis are discussed including Thai loose social structure, cool heart behaviour, the concept of Choei, face-saving and avoidance of 4 confrontation, Boonkhun relationships, Kreng-jai value, Num-jai value, and brotherhood or helpful relationships. The importance of exploring an indigenous cultural perspective is discussed together with lessons that can be learned for tourism development and its socio-cultural impacts. 5 List of contents Page List of contents 6 List of figures 12 List of tables 13 Acknowledgements 15 1.0 Introduction 16 1.1 Rationale 16 1.2 Research aim and objectives 17 1.2.1 Overall aim 17 1.2.2 Objectives 18 1.3 An overview of Koh Samui 18 1.3.1 Population 19 1.3.2 Tourist-dependent economies 19 1.3.3 Tourist arrivals 20 1.3.4 Source markets 29 1.3.5 Market profile 30 1.3.6 Accommodation sector 32 1.3.7 Destination image 35 1.3.8 Crime rate and drug abuse 35 1.4 Overview of the thesis 39 2.0 Thai culture 42 2.1 Religion, thought, and national development 42 2.2 Social customs 45 2.3.1 Thai attitudes 45 2.3.2 Body language 45 2.3.3 Smiles and laughter 46 2.3.4 Traditional roles of the sexes 47 2.3.5 The Thai family 48 2.3.6 Power and class 48 6 2.3 Social system and hierarchy 50 2.4 Avoidance of confrontation 51 2.5 Kreng-jai: Deference and consideration 53 2.6 Variations and tensions in Thai society 53 2.7 Difference between urban and rural 55 2.8 Cultural contact 56 3.0 Socio-cultural impacts of tourism development 58 3.1 The impacts of tourism 59 3.1.1 Environmental impact 59 3.1.2 Economic impact 62 3.2 Tourism and culture 64 3.3 Socio-cultural impacts of tourism development 68 3.3.1 Definition 70 3.4 Factors influencing socio-cultural changes 70 3.4.1 Characteristics of the visitors 71 3.4.2 Characteristics of the destination 72 3.4.3 Host-guest interactions 74 3.5 Demonstration effects and acculturation 76 3.6 Cultural drift and the commodification of culture 79 3.7 The theoretical background to measurement of socio-cultural impacts 81 3.7.1 Doxey’s index of irritation. 81 3.7.2 Butler’s product lifecycle 84 3.7.3 Social exchange theory 85 3.7.4 Culture change models: Culture change, acculturation and social identity theory 91 3.8 Tourism, mobility and migration 101 3.9 Coping mechanisms and socio-cultural changes 104 3.10 Socio-cultural impact studies in a Thai context 108 3.11 Lessons for this study 110 7 4.0 Methodological approach 112 4.1 Research paradigm 112 4.2 Research strategies 114 - Why Koh Samui, Thailand as a case study 115 4.3 Issues researching Thai people 116 4.4 Methods of data collection and analysis 117 4.5 Participant observation 118 4.5.1 Research design 118 4.5.2 Roles for participant observer 120 4.5.3 Participant observation design 121 4.6 Semi-structured interviews with five typologies of local residents 124 4.6.1 Research design 124 4.6.2 Interview design 126 4.6.3 Interview protocol 128 4.7 Sampling technique 130 4.8 Data collection 133 4.9 Data analysis 134 4.10 Demonstrating credibility 135 4.11 Ethical considerations 137 4.12 Health and safety issues 138 4.13 Limitations of the research 139 5.0 En route 143 5.1 Part I: Happy memories 145 5.1.1 Lifestyle and psychological attachment 146 5.1.2 Ethnicity and the social system 148 5.1.3 Marriage and family structure 149 5.1.4 Political system 150 5.1.5 Communication and transportation 151 5.2 Part II: Crisis and survival time 152 5.2.1 The fall in the revenues from coconuts and the beginnings of tourism 152 5.2.2 Low visitor numbers and low property prices 154 8 5.2.3 Departure from agriculture and emergence of small-scale enterprises 154 5.3 Part III: New journey of change 156 5.3.1 Tourists 156 - Attitudes toward tourists 158 5.3.2 Social impact of tourism 159 - The influx of labour 161 5.3.3 Physical impacts 162 - Growth of airport and the fight for benefit 167 5.3.4 Cultural impacts 168 - Attitudes toward tourism development 170 - Community attachment and sense of ownership and belonging 171 - Less willingness to share and more commercial relationships 172 - Improved social status 174 - Language 175 5.3.5 Politics 176 - Weak local government 176 - Corruption 177 - Disenchantment with national politics and the decline in tourism 178 6.0 Socio-cultural impacts of tourism induced internal migration 181 6.1 Labour forces in Thai tourism sector 181 6.2 Ethnic identity of Isan people 182 6.3 Tensions in Isan migrant workers 184 6.4 Types and the motives of migration 186 6.5 Acculturation
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