CONTENTS The Three Cultural Value-Oriented Segments of Tourists Praowpan Tansitpong and Viriya Taecharungroj 13-27

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1 INTERNATIONAL JOURNAL OF ASIAN TOURISM MANAGEMENT CONTENTS Volume 7, Number 1 April Challenges of Teaming in Community-Based Tourism-A Case Analysis at Galyani Vadhana District, Chiang Mai, Thailand Parichat Duenpen, Dr. Duangporn Onwan and Dr. Ravee Phoewhawm 2 The Three Cultural Value-Oriented Segments of Tourists Praowpan Tansitpong and Viriya Taecharungroj 3 Impact Management of Community Based Tourism in Mae Klang Luang Village, Kewalin Noosut, Varaphorn Duangsaeng, Monsicha Inthajak and Keerati Trakansiriwanich 4 Local People s Attitudes and Needs to Safe Argo-Tourism Development in Phayao Province Prakopsiri Pakdeepinit, Pannanat Baungoen, Suriya Somchan and Weerapong Kiitiwong 5 The Perception and Emerging Issues on Sustainable Event Development in Thailand: Importance-Performance analysis (IPA) Kantapop Buathong and Pei-Chun Lai 6 Community Strength In Tourism Management: a Case Study of Wiang Lo Community, Tambon Lo, Chun District, Phayao Province Kusuma Tungpruan, Monsicha Inthajak, Varaphorn Duangsaeng and Keerati Trakansiriwanich 7 Management based on Local Wisdom of Community Cultural Center at Paphai Sub District, San Sai District, Chiang Mai Province Monsicha Inthajak, Varaphorn Duangsaeng, Keerati Trakansiriwanich, Valailada Tavonmongkolkij and Anuwat Churyen 8 Factors Affecting Decisions of Making of Thai Elderly tourists to Travel in Eastern Coastal, Thailand Sorrapakksorn Chatrakamollathas, Parinya Nakpathom and Passarin Phalitnonkiat 9 Core Competency Demands of Human Resources for Travel Agencies Based on the Asean Core Competency Standards for Tourism Professionalization in Vientiane, Lao People s Democratic Republic (Lao Pdr). Vilaythieng Sisouvong, Paisarn Kanchanawong, Varaporn Duangsang and Monsicha Inthachak 10 Motivation in Temple Visiting, Muang District, Lamphun Province Jertsak Mana, Keerati Trakansiriwanich, Weerapon Thongma and Paisarn Kanchanawong iii

2 IMPACT MANAGEMENT OF COMMUNITY BASED TOURISM IN MAE KLANG LUANG VILLAGE, BAANLUANG, CHOM THONG DISTRICT, CHIANG MAI Kewalin Noosut 1,*, Varaphorn Duangsaeng 2 Monsicha Inthajak 2 and Keerati Trakansiriwanich 2 1 Master Student, School of Tourism Development, Maejo University, Thailand 2 Lecturer, School of Tourism Development, Maejo University, Thailand Corresponding Author kewalinnoosut@gmail.com ABSTRACT This study aimed to explore: 1) current tourism situations of Mae KlangLuang village; 2) factors having relationships with perception about impacts of tourism on Mae KlangLuang village; and 3) a guideline for the management of tourism impacts by Mae KlangLuang village. Key informants were 81 household headsand 5 entrepreneurs in Mae KlangLuang village. A set of questionnaires and semi-structured interview schedules were used for data collection. Findings showed that growth rate of tourism in Mae KlangLuang village in 2014 reached percent. Also, it was found that there were 4 variables having relationships with impacts of tourism on Mae KlangLuang village at a moderate level: 1) expectation of benefits from tourism; 2) age of household leaders; 3) a number of member of households having occupations related to tourism; and 4) main occupation of household heads (R=0.627). In addition to a guideline for the management of impacts of tourism on Mae KlangLuang village could be classified into 4 aspects: economy-income distribution and fair benefit sharing; society-rules and regulations setting for external people doing a business related to tourism in the village; culture-rehabilitation of traditional tradition and culture of the village; and environmentstructures or building must be harmonious with the environment and problem solving on pollution in the village. Keywords: Community Based Tourism, Impact of Tourism, Impact Management 28

3 INTRODUCTION Community based tourism in the previous years has been growing rapidly due to its popularity among a great number of tourists. It has a tendency to expand and grow as a network in the future more than ever. Besides, Dr. Erick Holm Peterson, a specialist of the world tourism claims that community based tourism is an alternative of tourism which is popular of the world tourism at present (Sarobol, 2003: 72). This also results in the expansion of community based tourism in Thailand and it can be a tool for community development.however, many tourism sectors view that the objective of community based tourism is not only revenue generative but it must be responsive to fair income distribution and job opportunity for local people. In addition, it should be taken consideration about impacts on the environment such as physical, social, and cultural aspects. This is particularly on deteriorated natural resources due to increased numbers of tourist (Panyadee et al., 2006: 5-6). Mae KlangLuang is a village in Thailand having community based tourism management. The community is located in DoiInthanon national park, Chiang Mai province. In the past, people there were engaged in agriculture e.g. rice growing and temperate plant growing since they were promoted and supported by DoiInthanon Royal Project (Sappiboon, 2001: 2). Later on, people in the community were responsive to tourism activities occurring there and they participated in the management of community based tourism (Community Based Tourism Institute, 2013: Online system) which reflected change of their livelihoods, from sufficiency to commercial livelihoods. Stakeholders and concerned personnel in Mae KlangLuang village have developed diverse forms of tourism activities to cope with the expansion of tourism business and an increase in a number of tourists in the community. However, tourism activities there have both positive and negative impacts so all concerned sectors have to learn and understand about impacts occurring in the community as well as caused of the negative impacts. This aims to find a guideline for the management of the negative impacts of tourism activities on Mae KlangLuang village in order to reduce it for the sustainability in community based tourism management. Objectives of the Study Specifically, the objectives of this study were to explore: 1) Current tourism situations in Mae KlangLuang village; 2) Factors having relationships with perception about impactsof tourism on Mae KlangLuang village; and 3) A guideline for the management of tourism impacts on Mae KlangLuang village. Research Hypothesis Hypothesis 1: There was a relationship between personal factors of household heads and their perception about impacts of tourism on households in Mae KlangLuang village. Hypothesis 2: There was a relationship between the perception about benefits of tourism and the perception about impacts of tourism on households in Mae KlangLuang village. Hypothesis 3: There was a relationship between the expectation of benefits from tourism and the perception about impacts of tourism on households in Mae KlangLuang village. Hypothesis 4: There was a relationship between the participation in tourism activities and the perception about impacts of tourism on households in Mae KlangLuang village. 29

4 LITERATURE REVIEW Community Based Tourism Responsible Ecological Social Tour Project (REST) has initiated community based tourism in Thailand in which the community in the center of tourism activities. This can be understood as the tourism activities which focus on the sustainability of environment, society, and culture. In this respect, the community determines the direction, manages tourism activities, and has roles as the owner and has the rights to take care and manage it as a source of learning for visitors (Suansri, 2003: 13-14). This is one the basis of community based tourism management which tourism is used for community development and environmental conservation. Besides, it must have the community participation process which people in the community are key factor for tourism management. This begins with the process of brain storming and decisionmaking in the determination of direction and various changes which will happen in the community. In addition, there is roles and duties designation for community members. It also offers an opportunity for people of all ages to show their roles and potential in job performance (Suansri, 2003: 69). Important components of community based tourism consist of 4 aspects: 1) natural resources and culture of the community; 2) community organization; that is, the community has local scholars or people who possess skills or knowledge about various things and people in the community have a sense of belonging by taking part in development process; 3) management the community should establish an organization or a working mechanism for tourism management and the contribution to social and economic devilment of the community; and 4) learning and forms of tourism activities which can construct perception and understanding about lifestyles, different culture by having the process of learning between people in thecommunity and visitors as shown in Figure 1. Impacts of tourism Impact of tourism refers to changes in quality and quantity in various areas due to tourism activities making changes in various structures and activities. Therefore, the occurrence of tourism development and an increase in a number of tourists in the community result in rapid expansion of the community (Chittangwattana, 2005: 156). This causes change from the existing condition to the new condition which causes positive or negative impacts due to tourism development (The National Storehouse of Knowledge Institute, 2009: 33). In conclusion, impacts of tourism as perceived by people in the community can be divided into 4 aspects: economy, society, culture, and environment. Perception Perception is the first step when human receives motivation into the body. When organs in the body touch the motivation it will send the motivation to the grain to think, understand, and then the brain will command motor organ i.e. muscles to have reaction. The reaction behavior will be in accordance with thoughts, understanding, an experience and sometimes emotion is involved. It can be seen that the way an individual acts in usually depending on how he perceives the motivation. Thus, perception has influence on behavioral showing of an individual (Ramsoot and Duangsuwan, 2002: 40-41). Perception of each individual in the society is different, depending on the factor of external and internal environment of an individual. The external environment includes economic, social, cultural, and environment factors whereas the internal environment includes needs beliefs, intellect, emotion, expectation, attention, previous experience, and being motivated. Likewise, when there is the occurrence of tourism in the community, people there surely perceive the benefits and changes due to tourism 30

5 activities. However, the perception of each person in different such as good or bad and high or low which depends on the factor as mentioned. Hence, this study had determined the perception of benefits of tourism as a variable which was expected to have an effect on the perception of impacts of tourism on household in Mae KlangLuang village, Baan Luang sub-district, Chom Thong district, Chiang Mai province. Natural resources and culture of the community Learning Components of Community based Tourism community organization Management Figure 1: Components of community based tourism Expectation De Qhecko states that the determination of expectation of an individual is not only depending on a level of difficulty of the task but also previous experience at that time. This is because those who used to be successful in their work performance will have a high level of the expectation in their next work performance. In contrast, some can lower their expectation to prevent themselves from the felling of failure due to their expectation is much higher than their actual capability (Permpoonrattanakul, 1997: p.11). Therefore, it can be concluded that expectation arises form an individual has expected feeling or a situation needed to conform to what he has intended. However, difference in outcomes of the expectation depends on experience, background, and environment around an individual. This is the same as the expectation in the management of community based tourism. This is, when people in the community perceive that they are likely to gain benefits of tourism activities then they will participate in community based tourism. Thus, this study expected that the expectation of benefits from tourism would have an effect on the perception of impacts of tourism on households in Mae KlangLuang village, Chiang Mai province. Participation The concept about community participation in tourism development is a popular practical guideline for sustainable tourism development. It focuses on community based tourism for tourism growth and changes which the community is satisfied with it (Rotrungsat, 2010: 33-34). 31

6 Cohen and Uphoff as cited by Burikul (2005: 6) classify participation into 4 levels as follows: 1. Participation in decision-making 2. Participation in project implementation 3. Participation in benefit sharing (personal, social, and object or financial benefits) 4. Participation in assessment In fact the participation process in the connection among concerned agencies, both public and private sectors or between the community and the private sector. This aims all concerned parties to participate in the process of tourism management. Hence, this study had determined tourism participation to be the variable which was expected to have an effect on the perception about impacts of tourism on households in Mae KlangLuang village, Chiang Mai province. METHODOLOGY Locale of the Study Mae KlangLuang village, Baan Luang sub-district, Chom Thong district, Chiang Mai province Population Unit of analysis was employed i.e. households. Key informants were household heads (81 persons). Since the population in this study was small so the researcher needed to add 5 private entrepreneurs in the community. Research Instrument 1. Semi-structured interview schedule Components of the interview schedule were determined to explore tourism situations in Mae KlangLuang village. And used it for focus group discussion regarding guideline for the management of tourism impacts by Mae KlangLuang village. 2. Questionnaire This aimed to explore factors having relationships with impacts of tourism in Mae KlangLuang village and it consisted of 5 parts as follows: Part 1. Personal factors-general data of the respondents (open ended and close ended questions). Part 2. Perception about benefits from tourism (5-rating scales i.e. highest, high, moderate, low, and lowest). Part 3. Expectation about benefits from tourism (value estimation consisting of 5 levels i.e. highest, high, moderate, low, and lowest). Part 4. Participation in tourism of households (value estimation consisting of 5 levels i.e. highest, high, moderate, low, and lowest). Part 5. Impacts of tourism on households in Mae KlangLuang village. The content included changes in economy, society, culture, and environment after there was community based tourism management (positive and negative impacts). Value estimation consisted of 5 levels: highest, high, moderate, low, and lowest. Instrument Testing IOC : Index of Item Objective Congruence was employed and it was found that the question items value ranged coefficient of alpha (Cronbach) was used for the reliability test and it was found the reliability value of the questionnaire was 0.94 Data Analysis 1. An analysis of data obtained from the interview about tourism situations in Mae KlangLuang village (content analysis). 2. An analysis of factors having relationships with impacts of tourism in the community (stepwise multiple regression analysis) for finding the relationship between independent variables and dependent variable. The former included personal data of household heads; perception about benefits from tourism; 32

7 expectation about benefits from tourism; and participation in tourism activities. The later was impacts of tourism on households in the community. 3. An analysis of data on a guideline for the management of impacts of tourism on the community. The data were obtained from focus group discussion and content analysis. RESULTS AND DISCUSSION Current Tourism Situations of Mae KlangLuang Village According to results of the study, it was found that, in 2014, growth rate of a number of tourists visiting Mae KlangLuang village increased to percent. More than one-half (55.52%) of them were Thais and they preferred to visit the village during October-January. Tourists who stayed overnight there mostly stayed at the community resort for 2 days. Besides, it was found that local people who were engaged in tourism in the community were 14 committee members of the community enterprise (community based tourism service group) and 71 members joining the groups. There was the allocation of tasks or duties among group member i.e. the community resort members, the community home stay members, local tour guides, transportation service members, and local arts/culture show members. There were 6 shop entrepreneurs, 4 eatery members, and 3 coffee shop members. For products and tourism services of the community, it could be classified into 5 groups: 1) lodging service-the community resort consisted of 14 units; the community home stay consisted of 14 units; the private resort consisted of 43 units; and the community tent area could accommodate the maximum of 140 persons, 2) natural study route service, 3) transportation service, 4) activities about arts and culture of Pakakeryor ethnic group i.e. sword dance and Tenah music, and 5) community products: brown rice, Pakakeryor cloth, and roasted Arabica coffee seed. Factors Having Relationships with Perception about Impacts of Tourism on Mae KlangLuang Village Results of the study revealed that the variable which could explain the relationships with perception about impacts of tourism on households in Mae KlangLuang village at a highest level was the expectation about benefits from tourism (β=0.89, α<0.05). This was followed by age of household heads (β =0.361, α<0.05), a number of members of households engaged in tourism (β=0.310, α<0.05), and main occupation of household heads (β=0.284, α<0.05), respectively. These 4 variables had a positive relationship with the perception about impacts of tourism on households in the community at a moderate level (R=0.627) and with a statistically significant level at 0.05 A guideline for the Management of Impacts of Community Based Tourism in Mae KlangLuang Village A guideline for the management of impacts based on the economic aspect consisted of 2 issues: 1) The promotion of households in the village to have increased in comes. That was, the village should have more diverse products and services for tourist. Also people in the village must be encouraged to participate in tourism activities especially service. The village must estimate and adjust various tourism service charges based on current costs of living. 2) Fair income distribution and benefit sharing. That was, it should have the schedule preparation for local tour guides. Besides, local entrepreneurs should distribute incomes obtained from service provision to the public. Also, it should have committee designation for financial audit of the community based tourism enterprise. 33

8 Regarding a guideline for the management of impacts based on social aspect, since there were external people came to run a business in the village so it should have a meeting between them and local people to make an agreement on land leasing or selling/buying for running a business. Also, it should have the determination of measures or rules/regulations related to tourism business running of outsiders. In addition, it should have a rule to force the outsiders to hire local people to work for their business. According to a guideline for the management of impacts based on culture, it included 3 aspects: 1) continual rehabilitation of local tradition and culture and Pakakeryor tradition as well as the establishment of a local scholar group and rehabilitation of Pakakeryor culture museum; 2) cultural exchange and provision of English language training for local people to communicate with foreign tourists; and 3) establishment of the village handicraft center and provision of a training on handicraft product selling process (direct and indirect sales). In terms of a guideline for the management of impacts based on the environment, it included 3 aspects as follows: 1) land utilization for tourism should have rules/regulations and it should have signs in agricultural areas and natural areas; 2) construction of buildings or structures to be harmonious with surrounding environment and a meeting among local people, entrepreneurs, and concerned agencies should be held for the agreement on the construction; and 3) problem solving on environmental pollutions in the village such as waste water treatment system. CONCLUSIONS AND RECOMMENDATIONS In 2005, Mae KlangLuang village began to be well-known as a tourism community until there were a highest number of tourists visiting the village in After that there was the establishment of the community resort, private home stay, and tourism activities in the village (Mae KlangLuang Community Based Tourism Committee, 2015: 1-2). In 2014, Mae KlangLuang village had developed various tourism activities more than ever to cope with an increased number of tourists (34.45%). This expansion of tourism business caused changes in environmental conditions of the village, resulting in the occurrence of tourism impacts on the village. Factors having relationships with perception about impacts of tourism included: the expectation of benefits from tourism; age of household heads; a number of members of households engaged in tourism; and main occupation of household heads. Therefore, results of the study accepted hypothesis 1. That was, there was a relationship between the perception about impacts of tourism on household in Mae KlangLuang village and personal data of household heads in terms of the following: age of household heads; main occupation of household heads; and a number of members of households engaged in tourism. Also, it accepted hypothesis 2 i.e. there was a relationship between the expectation about benefits from tourism and the perception about impacts of tourism on households in Mae KlangLuang village (Table 1). In order to manage community based tourism effectively and for sustainability, there was the determination of a guideline for the management of impacts of tourism covering economic, social, cultural, and environmental aspects. This aimed to reduce the negative impacts and increase the efficiency in the positive impacts. 34

9 Table 1: Conclusion of an analysis of factors having relationships with perception about impacts of tourism on Mae KlangLuang village Factors Perception about Impacts of tourism Having a relationship Cannot confirm a relationship Sex - Age - Marital status - Educational attainment - Main occupation - An income earned from main occupation before the subtraction of expenses per month - Time span of living in the village - A number of household members - A number of members of household engage in tourism - Perception about benefits from tourism - Expectation about benefits from tourism - Participation in tourism - Suggestions based on this study 1. Based on result of the study, the relationships with perception about impacts of tourism on households in Mae KlangLuang village at a highest level was the expectation. Hence, local administrative organization, committees of community based tourism in Mae KlangLuang, and entrepreneurs should prepare a plan for improvement tourism activities in the village. It is agreeable requirement and expectation of local people. This aimed to be aware of tourism impacts and manage the negative impacts of tourism in the village. 2. This study focuses on the investigation of a guideline for the management of impacts of community based tourism. Thus, the community based tourism committee, community leaders. And entrepreneurs in the area should employ the guideline obtained from this study. Suggestions for further research 1. Findings show that there is an increased growth rate of tourists visiting Mae KlangLuang village. For further research, therefore, it should be the investigation of the potential to cope with an increased numbers of touristsvisiting Mae KlangLuang village. 2. This study is related to the perception about impacts of tourism of household heads in Mae KlangLuang village only. Hence, further research should be related to impacts arised from tourism based on phenomenon facts then describe qualitative data as found. 3. Strength of a leader is an important component for the management of community based tourism. Thus, further research should be related to strength of Mae KlangLuang community based tourism networks. 35

10 REFERENCES Burikul, T. (2005). Participation, Concepts, Theories, and Process. 1 st edition. Bangkok: Panich Phranakhon Co., Ltd. Chittang wattana, B. (2005). Sustainable Tourism Development. Bangkok: Press & Design Co., Ltd. Community Based Tourism Institute. (2013). Tourism by the Community. (Online). Available: 12 November Mae KlangLuang Community Based Tourism Committee. (2015). Tourism Impact Management Based on the Body of Local Knowledge by Community Participation: A Case Study of Baan Mae KlangLuang, Chom Thong District, Chiang Mai Province Chiang Mai: Office of Research Support Fund. Ministry of Tourism and Sports. Community Based Tourism Networks manual. Bangkok: Office of Tourism Source Development and Office of Tourism Development, Srimuang Printing Co., Ltd. National Storehouse of Knowledge. (2009). A Study on Area Development and Sustainable Tourism Development. Bangkok: A study project for developing western seashore areas. Permpoonrattanakul, N. (1997). Expectation of Learners towards the Project for Basic Knowledge Elevation of Sub-district Headmen, Village Heads and Local Leaders in Suphanburi Province. Bangkok: unpublished thesis, Srinakharinwirot University Prasarnmitre. Ramsoot, P. and Duangsuwan, J. (2002). Human Behaviors and Self-development, 3 rd edition. Bangkok: Dhonburi Rajabhat Institute. Sappiboonpon, S. (2001). Eco-tourism and Changes of Pakakeryor Community (Karen Community), Baan Mae KlangLuang and Bann AngKaNoi, DoiInthanon National Park, Chiang Mai Province. Chiang Mai: Independent Study, Chiang Mai University. Sarobon, S. (Editor). (2003). Tourism by the Community, Concepts, and Experi ence in Northern Thailand. Chiang Mai: Wanida Press. Suansri, P. (2003). Community Based Tourism Management manual. Rotrungsat, P Community Tourism. Bangkok: OS Printing House. Thanupon, N. (1999). Concepts and Methods of Eco-tourism Management. 2 nd edition. Chiang Mai: Tourism Development Division, Faculty of Agricultural Business, Maejo University. Panyadee, P., Pongpanich, T. and Khantharot, A. (2006). A research report Developing Community Participation in the Management of Eco-tourism by Using the Community as a Basis. Chiang Mai: Maejo University. 36