COMMUNITY PRE - EMPOWERING FOR TOURISM: SUSTAINABLE TOURISM MANAGEMENT GUIDELINE AMPHOE MAE CHAEM, CHIANG MAI, THAILAND By Vimalin Virojtrairatt An Independent Study Submitted in Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS Program of Architectural Heritage Management and Tourism (International Program) Graduate School SILPAKORN UNIVERSITY 2010 COMMUNITY PRE - EMPOWERING FOR TOURISM : SUSTAINABLE TOURISM MANAGEMENT GUIDELINE AMPHOE MAE CHAEM, CHIANG MAI, THAILAND By Vimalin Virojtrairatt An Independent Study Submitted in Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS Program of Architectural Heritage Management and Tourism (International Program) Graduate School SILPAKORN UNIVERSITY 2010 The Graduate School, Silpakorn University has approved and accredited the independent study title of “ Community Pre - Empowering for Tourism : Sustainable Tourism Management Guideline Amphoe Mae Chaem, Chiang Mai, Thailand ” submitted by Ms.Vimalin Virojtrairatt as a partial fulfillment of the requirements for the degree of Master of Arts in Architectural Heritage Management and Tourism ……...................................................................... (Assistant Professor Panjai Tantatsanawong ,Ph.D.) Dean of Graduate School ….........../..................../.............. The Independent Study Advisor Assistant Professor Chotima Chaturavong, Ph.D. The Independent Study Examination Committee .................................................... Chairman (Assistant Professor Sunon Palakavong Na Ayudhya) ............/......................../.............. .................................................... Member (Assistant Professor Chotima Chaturavong, Ph.D.) ............/......................../.............. .................................................... Member (Nuanlak Watsantachad, Ph.D.) ............/......................../.............. Abstract 48056309 MAJOR: ARCHITECTURAL HERITAGE MANAGEMENT AND TOURISM KEY WORD: SUSTAINABLE TOURISM, COMMUNITY PRE-EMPOWERING, MANAGEMENT, MAE CHAEM CHIANG MAI VIAMALIN VIROJTRAIRATT: COMMUNITY PRE-EMPOWERING FOR TOURISM: SUSTAINABLE TOURISM MANAGEMWNT GUIDELINE AMPHOE MAE CHAEM, CHIANG MAI, THAILAND. THESIS ADVISOR: ASST. PROF. CHOTIMA CHATURAVONG Ph.D. 127 pp. The objectives of this research are to study the capacity for sustainable tourism, to identify and create a guidelines model for sustainable tourism development with appropriate components and system base on communities’ requirement, and to recommend some sustainable tourism development plans to Mae Chaem communities. The data collections methods were site surveying, in-depth interviewing and focus groups. It was found that the district had capacity to develop sustainable tourism due to significances of attractions, easy access, security, together with the willingness of communities to gain incomes from tourism business. However, since tourism business is very new for the communities, so preparing basic factors as infrastructure or proper interpretation should be developed and encouraged with community participation. Sustainable tourism development plan should take the community’s and tourists’ needs into consideration with the emphasis on natural and environment conservation. Characteristics of a sustainable tourism development consisted of public participation, local benefits, resource and environment-based conservation, sustainable tourism management, educative purposes and facilitating tourist satisfaction. Sustainable tourism development pilot plan have been drawn up and recommended, it includes plan for people preparation, site preparation, communication and publication preparation and visitor care preparation. Program of Architectural Heritage Management and Tourism Graduate School, Silpakorn University Academic Year 2010 Student’s signature………………………….. The Independent Advisor’s signature…………………………………………. c Acknowledgments This independent study is successfully completed with the kindness and assistance of many people. First of all, I would like to thank all teachers of the Faculty of Architecture, SilpakornUniversity: Asst. Prof. Sunon Palakavong Na Ayudhya, Asst. Prof. Dr. Chotima Chaturavong and Dr. Nuanluk Watsantachad for all necessary advices and suggestions for this study. I am grateful to all foreign professors and lectures in international Program in Architectural Heritage Management and Tourism, and the teachers of Faculty of Architecture, for providing knowledge and new visions in architectural heritage management and conservation. Also, I would like to thank to Thienrat Sakasuparekk (Ta) for everything she helped. Moreover, I want to give special thanks to Nantawan Muanyai (Air) and also Jitima Kiatrasamee (Oat) foe helping me and cheering me up until I can make this independent study accomplished. Finally, I would like to thank the most important persons in my life, my mother and my father for their support for my education and everything I do. d Table of Contents Page Abstract .................................................................................................................. c Acknowledgements ................................................................................................. d List of Figures ........................................................................................................ g List of Tables ........................................................................................................... i Chapter 1 Introduction ................................................................................................. 1 Statement and significance if the problem ............................................. 1 Objective of the study ............................................................................ 3 Scope of the study .................................................................................. 3 Limitation of the study ........................................................................... 4 Profit of the study .................................................................................. 4 Consequence of the study ...................................................................... 5 2 Literature Review ....................................................................................... 6 Sustainable Tourism .............................................................................. 6 Ecotourism ............................................................................................. 8 Cultural Tourism .................................................................................... 9 Public Tourism ....................................................................................... 10 Sustainable Tourism .............................................................................. 12 Related research study ........................................................................... 13 3 Research Methodology ............................................................................... 16 Research Methodology Technique ........................................................ 16 Study Research Purposes ....................................................................... 16 Qualitative Research Topic Guideline ................................................... 17 Procedures of the study .......................................................................... 17 Action research consequence ................................................................. 18 4 Mae Chaem Resource Base ........................................................................ 19 Story of Mae Chaem .............................................................................. 19 Mae Chaem: Destination Resources ...................................................... 21 Population of Mae Chae, ....................................................................... 24 Mae Chaem: Tourism Resources ........................................................... 29 Mae Chaem: Significance of the destination ......................................... 47 5 Mae Chaem Carrying Capacity ................................................................. 56 The relationship between the community and local natural resources .. 57 The relationship between the community and local culture .................. 58 The relationship between the community and tourism .......................... 58 The status of Tourism Industry .............................................................. 58 Case Study:Tourism Industry Impact .................................................... 61 Mae Chaem: Tourism Industry Impacts ................................................ 64 Mae Chaem: SWOT Analysis ................................................................ 66 Mae Chaem: Problem of sustainable tourism development .................. 67 Mae Chaem Carrying Capacity .............................................................. 68 6 Mae Chaem Tourism Development in Context……………………. 71 Tourism Planning Basis ......................................................................... 71 Mae Chaem: Development Plan Preparation ......................................... 72 Visitor………………………………………………………………… 88 e 7 Mae Chaem Sustainable Tourism Development Plan ............................. 95 Thai’s Tourism Policy ........................................................................... 95 Mae Chaem Tourism Sustainable Development Plan: Goals and Objectives ............................................................................