Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, ISBN: 978-1-925488-16-6

An Exploratory Research on Tourism Route from Chiang Mai to

Hatthanikone Vongsoulin1 and Pusanisa Thechatakerng2

An Exploratory research on tourism route of backpackers from Chiang Mai to Luang Prabang aims to determine the tourism route and potential of bus stations through the tourist route between Chiang Mai to Luang Prabang. Global Positioning System (GPS), camera, and a semi-structured interview are used as tool to collect data from 70 entrepreneurs as well as staffs of Tourism Department of both sides, –. Thematic analysis is used to examine themes in this qualitative study.

The finding shows that travelling from Chiang Mai to Luang Prabang would pass 7 districts, 6 provinces; 2 provinces in Thailand and 4 provinces in Laos PDR, on Route Asian Highway (R3A) and Road 13 of Laos in province for continuing to and . The results show the route of Thailand has natural richness and local people villages, as well as the route in Laos has rubber plantation and villages along the way. However, the obstacle in Laos route has been found that there is always a heavy traffic by trucks, then drivers on another lane must drive carefully. For bus terminal, bus terminal 2 in Amphoe Muang, is the highest potential, because it is close to the city center and comfort to travel. However, Northern bus terminal in Luang Prabang district has less preparation because this terminal is on No.13 road near a college, so there is a rush hour traffic jam, In addition the bus terminal is quite small and there are not enough chairs in the passengers’ waiting area. Furthermore, this bus terminal has no choice transportation to city centre, only Tuk Tuk.

Keywords: Backpacker, Tourism Route, Potential

Track: Management (Hospitability Industry Management)

1. Introduction

The tourism industry is one sector that plays a significant role in the economy of many countries. It is the source of employment and increases the currency status of a certain country. Because of the importance and the advantages of tourism as a service industry, many countries around the world have started to establish cooperation among each other and pushed for the creation of formal rules for trading in services sector between countries.

Chiang Mai is assumed to be the number one choice of tourists when visit Thailand. It is the second largest province of the country and has many local attractions coupled with comfort weather, beautiful views, and high mountains. The province also offers traditional festivals such as Songkran, Yi Peng Loy Krathong and Flower

1 Faculty of Business Administration, Maejo University, Chiangmai, Thailand [email protected] 2 Faulty of Business Administration, Maejo University, Chiangmai, Thailand [email protected] Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

Festival. Also, the beauty of nature, arts and culture serve as major reasons for tourists traveling to Chiang Mai. For Luang Prabang, Laos, a neighborhood country of Thailand, is a province which can be reached by connecting routes from Chiangmai to Luang Prabang, has a long history of adapting to their place with influences from different cultures. Luang Prabang’s landscape includes residential areas, temples, forests, agriculture and sacred areas. Different buildings represent different periods of livelihood adaptation. Furthermore, Thailand and Laos have language and culture that are similar to other counties in Asia. This is a good starting point for anyone who is interested to travel to these countries especially between Chiang Mai, Thailand and Luang Prabang, Laos. Usually the route tourism from Chiang Mai to Luang Prabang involves three 3 different transports: car, boat and air. However, this study will focus only by bus especially public bus which is a generally vehicle for backpackers. Then this study tries to answer 2 research questions; How the tourism route between Chiang Mai and Luang Prabang is? And what is the potential of bus stations through the tourist route? The information from the study can be useful for government agency, entrepreneurs and scholars who want to use the information from this study as a basic information to plan for their policy, business plan or continue the study in this area, as well as backpacker can use information from this research to plan and to determine their travel.

2. Literature Reviews

Tourism routes can cater for the day visitor or the stay-over tourist, the latter often linked to drive tourism. In many contexts, drive tourism is an essential associated concept to that of tourism route development. The Australian State of Queensland has placed particular emphasis upon theme trails linked to drive tourism (Olsen, 2003 cited Rogerson, 2007). in general, routes are initiated with one or more of the following objectives in mind: diffuse visitors and disperse income from tourism; bring lesser- known attractions and features into the tourism business/ products; increase the overall appeal of a destination; increase length of stay and spending by tourists; attract new tourists and to attract repeat visitors; and increase the sustainability of the tourism product (Meyer, 2004).

Cunn(1979) explored that if a community is to expand its tourism potential, perhaps it can structure an approach that will stimulate increased attraction development and other actions essential to growth and development, and conceptually the goal would be to chart growth directions where most feasible geographically, this includes delineation of following four elements: Zone: in which the program and physical factors are the most abundant and of the greatest quality; Attraction complex: potential location where future attractions are most logical; Service centers: which are most viable focal point for expansion of tourist services and facilities; Transportation: potential both linkage with population and internal circulation within attraction complexes.

Thus this paper grouped the important variables to consider and determine the potential (attraction) as follow: Value of attractions including beauty, self-distinction, ancient history, importance of religion and religious attribute, atmosphere, climate, natural landscape and lifestyle; Comfort of access including the condition of the route travel, travel characteristics and length of travel from the town to tourism attraction; Facilities including restaurants, drink services, electricity and water, phone/ communications and security; Environment including physical conditions, weather conditions and other ecological tourism attractions; Restrictions to accommodate such Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6 restrictions, space limitations in the utility problem, safety for tourist; Currently include famous of tourism attractions and tourism (Moonprasert,P & Thechatakerng,P, 2013; Boonyapak, 2550: 40-42)

3. The Methodology

Sample Selection

The exploratory research was carried out between February 2014 to April 2015 at the route from Chiang Mai to Luang Prabang. Purposive sampling is used via 70 stakeholder in the area such as: entrepreneurs, staff of tourism department, tuktuk drivers, bus drivers and bus station official. Focus group technique and in- depth interview were applied to indentify community context and potential area (Moonprasert,P & Thechatakerng,P, 2013)

Validity

Several validity issues are inherent within this paper. This first issue is in the small sample size being used we occupy only stakeholder such as: entrepreneurs and staff of tourism department, tuktuk driver, bus drivers in Chiang Mai to Luang Prabang. This may limited the generalizability of the findings.

4. The Findings

I) Potential Route from Chiang Mai to Luang Prabang.

The study survey of tourist route and bus terminal in Amphoe Muang, Chiang Mai province, researcher and team had traveled to observe and survey on the site by themselves and the results were later analyzed and presented, as shown below:

from Chiang Mai - Luang Prabang passes Amphoe Chiangkhong in Chiang Rai province to cross the Thailand – Laos bridge to Houixay district in Bokeo province and then to further Luang Namtha and Oudomxay provinces and to the final destination of Luang Prabang district in Luang Prabang province in a distance of 842 kilometers with a travel time of about 20 hours.

Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

Figure 1: Route from Chiang Mai Province Thailand to Luang Prabang Province Laos, PDR

We have concluded the potential of the route by adapted the concept of Vongsoulin & Thechatakerng (2016); Moonprasert & Thechatakerng (2013); Rogerson (2007); Meyer (2004) and Cunn (1979) in the table 1.

Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

Table1: Potential of Route from Chiang Mai to Luang Prabang Potential CM to CR CR to CK CK to BK BK to LNTHA LNTHA to ODX ODX to LPB The value of The route is The route for Chiangkhong This route for Route for travel This route is the attraction popular by traveling from district, travel from to Province in important for travelers & Amphoe Muang Chiangrai Thailand to the northern of travel and backpackers to Amphoe province to Bokeo, Luang Laos, Route for transport who travel from Chiangkhong, Houixay Prabang and carrying product products to the Chiang Mai to Chiangrai district, Bokeo China pass from China to province in the Chiangrai on province passes province, Lao through the R3A Laos, Thailand, northern of Laos, High way 118. through the AH3 PDR, on Asia (Asian Thailand, China. (Asian Highway) Highway 3 Highway3). with 2 lanes on an asphalt road. Comfortable of This route is 4 The travel can one can travel The travel can -The Route is this route is 2 access lanes asphalt be done by car, by bus, be done by car R3A and lanes asphalt road, winding motorcycle, and motorcycle, motorcycle bus connect to 13 road, guidepost, road on the bus or non- car, minibus or non-regular Road route is mountain slope, regular route “Fourth Thai– route public - There are 2 uncomfortable road with trees public carrier. Lao Friendship carrier lanes asphalt because this on the both Bridge” where road route has side, can travel one can buy -There are uploading from by car, the ticket for guidepost on Xay district to motorcycle, bus the bus that the roadside pakmong village, or non-regular would cross to -Travel by Bus, Nambak district route public Laos. The bus Motorcycle, Car, Luang Prabnag carrier. usually is 45- Minibus are province length seaters and available. 90 kilometer and runs every their close some hour. part of the road.

Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

Facilities The road along On this route, Toilet, small this route is 2 -Do not has the The route from this route is there are grocery, and a lanes asphalt stop point on Oudomxay to mostly lined several gas car park. This road but all the the side of road, Luang Prabang with trees on stations with route going to route has traffic Gus station, province, both both sides, rest rooms and this area is 4 sign and along toilet side of road has there are groceries but lanes asphalt the road have -Some of the Tree and small several gas this route road, tree and small route phone do village, the bus stations with consists mostly guidepost and village not has signal do not stop in rest rooms and of winding roads lighted roads Gas station groceries but on the mountain on both sides this route slope. Some consists mostly parts of the of winding route have no roads on the street lights mountain slope The on both sides of on both sides of route from along the road -Bad smell some roads are environment the road is the road is Chiangkhong has Tree and because some under-construct usually lined up usually lined up district to small village, so of route has so route has dust with trees thus with trees thus Houixay you can see and rubber and the air is not lending fresh air lending fresh air district is only experience plantation. good. a short lifestyle of local distance of 22 people kilometers Restrictions to During some In the winter, During the some of -Many trucks this route is 2 accommodate festival road would be Chinese New route is carry product lanes asphalt such restriction seasons, there so foggy Year and other precipitous and from China, road, some of space limitation usually has a particularly holidays, many community, so Some of route is route is in the utility tight traffic during the early Chinese cannot use precipitous and precipitous and problem, safety problem morning and tourists like to driving speed, all dense community. Thus, for tourist. one should be use this route route do not has community. driver cannot use Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

In the winter, careful during to travel to flashlight so if a high of driving road would be this time Chiang Mai driving in night speed, all route so foggy thus explains a should be do not has any particularly lot of cars and careful further flashlight during the early a very this route will morning crowded has truck traffic. transport goods from china,Thailand, Bokeo province Currently It is popular Traveler just popular with Traveler just -This route is there is only this include the tourist route know about this travelers who know about this popular for route one Land famous of and route travel route because it travel from route because it travel from transportation of tourism to northern of is popular tourist northern is popular route province in the communication attractions and Thailand, route and route Thailand to for travel to northern of Laos between tourist however this travel to northern Laos another to the Province Oudomxay, route is route northern of and China province in Laos in center region Luang Prabang for travel to Thailand, from Thailand of Laos such as: and province in Laos, China, however this and China Oudomxay, centre region of Myanmar. route is route for Luang prabang Laos travel to Laos, China, Myanmar. Note: CM (Chiang Mai), CR (Chiang Rai), CK (Chiang Khong), BK (Bokeo), LNTHA (Luang Namtha), OUX (Oudomxay), LPB (Luang Prabang) Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

II.) Bus Terminal in Luang Prabang Province

Figure2: Luang Prabang bus terminal

Northern Bus Terminal

(1) The value of the attraction: This terminal is in the north of LuangPrabang district, about 4 kilometers on Route 13 in PhanLuang village, LuangPrabang district, LuangPrabang province. (2) Comfortable of access: This bus terminal is intended for buses and minibuses running to other districts in the provinces of LuangPrabang, Bokeoand Oudomxay. One can go to this terminal on a motorcycle, car and/ortuk-tuk. (3) Facilities: The terminal is a single storey building with a covered roof and a concrete floor. Inside the terminal building is a ticketing office, and seats for waiting. The building has several facilities such as a toilet where one must pay 2,000 kip (or 10 baht) per entry. Around the terminal building are some noodle shop, guest house, grocery, and restaurant. Communication: Signals for both phone and internet are quite regular can be used as a regular no fall signal. But foreign tourists like the Thais arriving in LuangPrabang province, a Lao sim card can be purchased easily from the grocery or any mobile shop from any company, ETL, M phone, Unitel, or Beeline, that can be activated immediately. Otherwise, a free Wifi is available at the hotel. (4) Environment: This bus terminal is near a college and on Route 13, the traffic is not good especially in the morning and in the evening (5) Restriction: The Northern bus terminal building is quite small, seats are not enough and in the rainy season, the situation is difficult because the building has no walls and no parking space for motorcycles. (6) Currently include the famous: passengers who want to travel to another district of Luang Prabang province or other province such as Bokeo, Oudomxay, Luang Namtha, phongsaly, one can get in the bus in this bus terminal.

International Bus Terminal

(1) Value of the attraction: This terminal is situated in LuangPrabang district, about 1 kilometer from the center of the city on Route 13 in Naluang village, opposite the Southern Bus Terminal. This terminal for buses run to other countries such as Thailand (Chiang Mai and Loei provinces), Vietnam (Vinh and Hanoi provinces), etc. (2) Comfortable: This terminal can be reached by a motorcycle, car or tuk-tuk. Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

(3) Facilities: The bus terminal building is quite small but is a 2-storey building with a covered roof and a concrete flooring. The second floor is the office of Na Luang Transport company while inside the terminal building is a ticket office, chairs passenger and a toilet where one has to pay 2,000 kip (or 10 baht per entry) Communication: In this terminal, there is regular signal for the Internet. But for foreign tourists or Thai people, a Lao sim card which can be activated immediately, can be bought easily from any grocery or mobile shop, and are provided by many companies such as ETL, M phone, Unitel, or Beeline. If one does not want to change to the new SIM, a free Wifi is available at the hotel. (4) Environment: This bus terminal is opposite the southern bus terminal and traffic in between is not quite good, near the bus terminal, there is a noodle shop, a grocery, some restaurants and a guest house that is next to the terminal. (5) Restriction: Chairs passenger is not enough and there is no parking area for motorcycles. (6) Currently include the famous of tourism attractions and tourist: passenger who want to travel to another district of Luang Prabang province or other province such as Bokeo, Oudomxay, Luang Namtha, phongsaly, one can get in the bus in this bus terminal.

5. Summary

The survey of travelling took from Chiang Mai to Luang Prabang with distance of 842 kilometers and travel time of about 20 hours on the road passing Chiang Rai, Chiang Khong, Bokeo, Luang Namtha, Oudomxay, Luang Prabang; From Chiang mai to Luang Pranbang travel passes “Fourth Thai Lao Friendship Bridge” in Chiang Khong connecting to Bokeo, the route is winding road on the slope mountain but on the wayside has traffic sign and buffer rail, in the winter road has foggy and rainy season road is slippery. Furthermore The bus terminal on the route from Chiang Mai to Luang Prabang has 9 bus terminal: bus terminal 2 and 3 in Amphoe Muang, Chiang Mai Province, bus terminal 2 in Amphoe Muang, Chiang Rai Province, bus terminal in Amphoe Chiang Khong, Chiang Rai Province, bus terminal in Bokeo , Bus in Luang Namtha, Bus terminal in Oudomxay and northern bus terminal and international bus terminal in Luang Prabang Province However, Northern bus terminal in Luang Prabang district has less preparation because this terminal is No.13 road near a college, so there is a rush hour traffic jam, In addition the bus terminal is quite small and there are not enough chairs in the passengers’ waiting area. Furthermore, this bus terminal has no choice transportation to city centre, only Tuk Tuk.

The limitation of this study is limited due to duration and the information involving the route in this research.

As a result of the research, some time the buses travel from to Oudomxay province are not enough with the demand of passenger, because there is only 3 minibus per day. In addition the buses are stopped for picking passengers along the route, this caused the seats are not enough for passengers, then many passengers have to stand inside the bus. It is show that passengers do not have many choice bus services which is consistent with the study of Velaga (2012).

Proceedings of 12th Global Business and Social Sciences Research Conference 26 - 28 August 2016, Radisson Blu Hotel, Beijing, China ISBN: 978-1-925488-16-6

The route on the Laos part, from Bokeo province to Luang Prabang province, consists of winding road on the mountain slope and has many trucks carrying goods from China to Laos and Thailand. It is then recommended that the Laotian government should create a short-range plan to increase traffic signs, street lights, routing update to tourism attractions, road map, and brochure description about the route and to be handed for free in every bus terminal.

This paper studied only the potential of route and bus terminal, so future research should study about the potential of tourism attractions in the province along this route that include the provinces of Chiang Mai, Chiangrai, Bokeo, Luang Namtha, Oudomxay and Luang Prabang.

References

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