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Tourist Destination Development in Pai District, Thailand: an Actor-Network Perspective Date: August 27Th, 2010 Course: Msc

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TToouurriisstt DDeessttiinnaattiioonn DDeevveellooppmmeenntt iinn PPaaii DDiissttrriicctt,, TThhaaiillaanndd:: AAnn AAccttoorr--NNeettwwoorrkk PPeerrssppeeccttiivvee CHALERMPAT PONGAJARN Tourist Destination Development in Pai District, Thailand: An Actor-Network Perspective Date: August 27th, 2010 Course: MSc. Thesis Leisure, Tourism & Environment Wageningen University Department of Environmental Sciences Chair Group: Socio Spatial Analysis Student: Chalermpat Pongajarn Student code: 770925662130 Examiners: Dr. Rene van der Duim, Ir. Karin Peters 1 Summary This research analyzed development of tourism configuration in the Pai District, Thailand. In the past three decades, Pai District has encountered the processes transforming this rural area to trekking and ethnic tourism, backpacker hub, and destination for filmic and mass tourists. In order to explain the destination development, tourism was considered as a system, and the research focused on influence of actors and their relations that contributed tourism system. An Actor-Network Theory was used as theoretical background to analyze tourism system. The field research consisted of in-depth interviews with tourism entrepreneurs, local people, government organization officers, and tourists, observation on site, and informal interviews. The results showed there were three tourism configurations constructed in Pai District. The first one was constructed in 1980s as ethnic tourism expanding from tourism in Chiang Mai. After the area had been named in tourist guidebooks, the number of backpackers in the area had increased and they began to build their own community inside the area. The dense networks of these backpackers provided new norms and vision on Pai District. In this tourism configuration, Pai District was defined as the destination for relaxation and enjoying live music, international foods, and nature. Pai town, the center of the district, gradually turned into a hub for backpackers in 1990s. In 2006, Pai District was used as a location for Thai romantic-comedy movie. The image of Pai District was shaped by the movie‘s story line which impacted Thais‘ perspectives on the destination. After that, Pai District has been focused by domestic tourists as the romantic destination and the number of domestic tourists in the area was incredible increased. The new tourism configuration was constructed by having Thai tourists as focal actors. In conclusion, tourism configurations in Pai District were constructed by the relations of actors who shared the same interest such as adventure, relaxation, and romance. Tourism development were not only depended on endogenous factors such as natural resources and local culture, but also depended on exogenous materials linking destination with tourists such as roads, guidebooks, and movies. Developing or sustaining destination should consider on network construction and strengthening relations in tourism configuration. 2 Acknowledgement In 1997, I visited Pai District for the first time as a volunteer tourist. It was a tradition for many college students in Thai universities to devote their school break to do something for poor people in underdeveloped areas. I had stayed with a hill tribe family for fifteen days in order to construct a new school building for hill tribe children on the top of a mountain. That experience provided me a narrative about Pai District as the mountain area that was far from the development and difficult for people to visit. In the early of year 2009, I saw my friend‘s trip review posted in his blog. The story told about his participation in reggae music concert held on the top of mountain in Pai District. The conflict between my narrative and the current situation in Pai District was inspired me to conduct this research. I had the great time while I was collecting data in Pai District, so I would like to thank all the people in Pai District and Mae Hong Son for their hospitality, especially the one who sent me to the hospital when I broke my arm there. Otherwise, I might not survive to finish this research. I would like to thank Jatuporn Wisitchotiaungkoon, Prypansang and people in Free Form bookstore who not only shared the information with me, but also provided the place for me to stay and work during the period of time that all cheap accommodation in Pai town was not available for me. I also would like to thank my friends, Kulkaew and Sudkate, who helped me 3 find information while I stayed abroad, and introduced me to many people relating with this research. Writing qualitative research in English was a very new thing to me, and I had been lost many times while I conducted this research. Therefore, I would like to thank Dr. Rene Van Der Duim for being patient, providing enormous valuable instruction, and encouraging me until I able to finish this paper. I would like to dedicate this paper to my mother who tried to help me in anything that she could do including finding the information and a person to revise my work. I also want to dedicate this work to my father who inspired me and made me want to be a better person until I was able to come here for study. Now, I understand that I could not achieve in anything just by myself. ‗We always need networks‘. That would be pretty much story about me and this research. Chalermpat Pongajarn 27/08/2010 4 Contents Summary ......................................................................................................................................... 2 Acknowledgement .......................................................................................................................... 3 List of figures, pictures, and tables ................................................................................................. 6 Chapter 1 Introduction .................................................................................................................... 8 1.1 Background ........................................................................................................................... 8 1.2 Problem Statement .............................................................................................................. 11 1.3 Research objective............................................................................................................... 12 1.4 Research Questions ............................................................................................................. 12 1.5 Thesis structure ................................................................................................................... 13 Chapter 2 Theoretical Background ............................................................................................... 13 2.1 Tourism destination development ....................................................................................... 14 2.2 Actor-Network Theory ........................................................................................................ 18 2.2.1 Actor-Network and tourism configuration ................................................................... 20 2.2.2 Modes of ordering ........................................................................................................ 20 2.2.3 Translation Process ....................................................................................................... 22 Chapter 3 Methodology ................................................................................................................ 24 3.1 Characteristic of the research .............................................................................................. 24 3.2 Data collection..................................................................................................................... 24 3.3 Data analysis ....................................................................................................................... 27 3.4 Limitations of the research .................................................................................................. 27 Chapter 4: Development of Tourism Configurations in Pai District ............................................ 28 4.1 The first tourism configuration (1980-1999): Trekking and ethnic tourism ....................... 28 4.1.1 Social background: Roads and Pai District development ............................................. 28 4.1.2 Pai District as a stopover point for tourists ................................................................... 31 4.1.3 Adventure tourism and its translation process .............................................................. 32 4.1.4 Explorer Tourists and Accommodation Business in Pai District ................................. 35 4.1.5 The rise of local trekking tour business ........................................................................ 38 4.1.6 Adventure tourism business in Pai District .................................................................. 40 4.1.7 Conclusion .................................................................................................................... 42 4.2 The Second Tourism Configuration (1995 - Present): Heaven for Backpackers (UTOPAI) ................................................................................................................................................... 45 5 4.2.1 Tourist guide books and backpackers ........................................................................... 46 4.2.2 Drug and tourism in second era ...................................................................................
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