INTERPRETING CULTURAL HERITAGE TOWARDS SUSTAINABLE TOURISM IN SI PHANOM MAT, LAPLAE, UTTARADIT, THAILAND By Mr. Suksit PETAMPAI A Thesis Submitted in Partial Fulfillment of the Requirements for Doctor of Philosophy Architectural Heritage Management and Tourism (International Program) Graduate School, Silpakorn University Academic Year 2017 Copyright of Graduate School, Silpakorn University - โดย Mr.Suksit PETAMPAI วทิ ยานิพนธ์น้ีเป็นส่วนหน่ึงของการศึกษาตามหลกั สูตรปรัชญาดุษฎีบณั ฑิต สาขาวิชาArchitectural Heritage Management and Tourism Plan 2.1 บัณฑิตวิทยาลัย มหาวิทยาลัยศิลปากร ปีการศึกษา 2560 ลิขสิทธ์ิของบณั ฑิตวทิ ยาลยั มหาวิทยาลัยศิลปากร INTERPRETING CULTURAL HERITAGE TOWARDS SUSTAINABLE TOURISM IN SI PHANOM MAT, LAPLAE, UTTARADIT, THAILAND By Mr. Suksit PETAMPAI A Thesis Submitted in Partial Fulfillment of the Requirements for Doctor of Philosophy Architectural Heritage Management and Tourism (International Program) Graduate School, Silpakorn University Academic Year 2017 Copyright of Graduate School, Silpakorn University Title Interpreting Cultural Heritage towards Sustainable Tourism in Si Phanom Mat, Laplae, Uttaradit, Thailand By Suksit PETAMPAI Field of Study Architectural Heritage Management and Tourism (International Program) Advisor Polladach Theerapappisit Graduate School Silpakorn University in Partial Fulfillment of the Requirements for the Doctor of Philosophy Dean of graduate school (Associate Professor Jurairat Nunthanid, Ph.D.) Approved by Chair person ( Kreangkrai Kirdsiri , Ph.D.) Advisor ( Polladach Theerapappisit , Ph.D.) External Examiner ( Nantira Pookhao Sonjai , Ph.D.) D ABST RACT 57056959 : Major Architectural Heritage Management and Tourism (International Program) Keyword : SUSTAINABLE TOURISM DEVELOPMENT, PARTICIPATION, HERITAGE, INTERPRETATION, SI PHANOM MAT, LAPLAE, UTTARADIT MR. SUKSIT PETAMPAI : INTERPRETING CULTURAL HERITAGE TOWARDS SUSTAINABLE TOURISM IN SI PHANOM MAT, LAPLAE, UTTARADIT, THAILAND THESIS ADVISOR : POLLADACH THEERAPAPPISIT, Ph.D. This dissertation seeks to interpret the values of cultural heritage and create a plan to help the town of Si Phanom Mat in Laplae, Uttaradit province in Thailand, move towards sustainable tourism. The research objectives for the dissertation were to investigate and interpret values of cultural heritages to specific groups of stakeholders and form plans for sustainable tourism that can benefit the local community, tourists, and local government, as well as create a framework for future research on community participation in sustainable tourism development. The scope of this dissertation includes information on Si Phanom Mat related to tourism and cultural heritage. These are divided into two groups: values of cultural heritages, and cultural heritages and tourism. The research focuses on qualitative methods, with primary data collection using focus groups, in-depth interviews, participant observations, informal conversations, and surveys. The secondary data collection involves analyzing maps, journals, case studies, online resources, and documents. The research discovered that for local people, food ranked first as the most important tangible cultural resource, followed by traditional customs and old houses. In relation to intangible cultural assets, the local story of the Widow of Laplae ranked as the most important asset, followed by local beliefs and the personalities of local people. The research also uncovered some issues and challenges in tourism development, including a lack of community participation due to the local government employing a top-down approach. In addition, local people tend to focus on a ‘slow’ life so some feel that involvement in tourism development may change their lifestyle which leads to a lack of participation. Some issues and challenges in heritage conservation and interpretation include having only one tour guide and lack of English translation in heritage places. To assist Si Phanom Mat move towards sustainable tourism, the proposals include establishing a local Sustainable Tourism Council and developing a living cultural heritage performance about the Widow of Laplae. E ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS I certainly hope this dissertation of Interpreting Cultural Heritage towards Sustainable Tourism in Si Phanom Mat, Laplae, Uttaradit, Thailand will benefit the Si Phanom Mat community. Furthermore, this thesis could not have been successfully completed without the valuable support of many people. I would therefore like to take this opportunity to express my heartfelt gratitude and appreciation for the cordial support of those people. Foremost to the study, I would like to thank Dr. Polladach Theerapappisit, my supervisor. He has been an enthusiastic supporter from the beginning to the end and his frequent suggestions helped me to overcome obstacles during my PhD journey. Apart from the subject of my research, I have learnt tremendous wisdom and thoughts from him and I can use the knowledge learnt to guide my life. Also, I would like to thank Assistant Professor Sunon Palakavong Na Ayudhaya and Dr. Supot Chittasutthiyan who kindly gave me their time and excellent advice. Moreover, I want to thank the Mayor of Si Phanom Mat Municipality, and the local community for supporting data gathering during my research. Additionally, I thank my friends at Silpakorn University International College for their support. My parents deserve my profound thanks, as they have always stood by my side and motivated me along my journey. Finally, there are also many more people who are worthy of my gratitude and appreciation for this dissertation. I would like to say thank you to each of them and they have earned my deep gratitude and appreciation. Suksit PETAMPAI TABLE OF CONTENTS Page ABSTRACT .................................................................................................................. D ACKNOWLEDGEMENTS .......................................................................................... E TABLE OF CONTENTS ............................................................................................... F LIST OF TABLE ........................................................................................................... J LIST OF FIGURE......................................................................................................... K CHAPTER 1: INTRODUCTION ................................................................................ 13 1.1 Introduction: Tourism, Thailand and Cultural Heritage Assets for Sustainable Tourism .............................................................................................................. 13 1.2 Problem Statement: Si Phanom Mat and Developing Sustainable Tourism ..... 14 1.3 Research Questions ............................................................................................ 15 1.4 Research Objectives ........................................................................................... 16 1.5 Expected Outcomes ........................................................................................... 16 1.6 Methods and Scope ............................................................................................ 16 1.6.1 Methods of Analysis ................................................................................. 16 1.6.2 Research Structure .................................................................................... 18 1.7 Conclusion ......................................................................................................... 19 CHAPTER 2: LITERATURE REVIEW ..................................................................... 20 2.1 Introduction ........................................................................................................ 20 2.2 What is Sustainable Tourism? ........................................................................... 21 2.2.1 Definitions of ‘Sustainable’ ...................................................................... 21 2.2.2 Towards Sustainable Tourism Development (STD) ................................ 22 2.2.3 Sustainable Tourism Development: Concepts ......................................... 26 2.3 Reviews of Different Sustainable Tourism Development Models .................... 39 2.3.1 Comparing Sustainable Tourism Development Models .......................... 39 2.3.2 Tourism Optimization Management Model (TOMM) ............................. 40 G 2.3.3 Steps to Sustainable Tourism ................................................................... 43 2.4 Core Concepts of Sustainable Tourism Development ....................................... 48 2.4.1 Sustainable Tourism in Thailand and the Sufficiency Economy Philosophy ................................................................................................ 48 2.4.2 Alternative Tourism ................................................................................. 53 2.4.3 Case Studies in Thailand .......................................................................... 55 2.5 Conclusion ......................................................................................................... 59 CHAPTER 3: CASE STUDY OF THAILAND: TOURISM DEVELOPMENT VS. HERITAGE CONSERVATION ................................................................................. 61 3.1 Introduction ........................................................................................................ 61 3.2 Analysis of Tourism Development in Thailand: Towards Sustainability? ........ 62 3.3 Conflicting Values of