1. Sustainable Development of Tourism in Chiangmai Province Initial Proposal By Working Group 4 Anne, Fumiko, Kimiko, Niam, Patricia, Putt, Rani, Teppei

2. Purposes of Field Research Tourism is one of the main businesses especially for developing countries. In Thailand, service sector including tourism constitute 43.8% out of total GDP. Tourism, therefore, becomes the backbone of economic development for increasing the overall livelihood and well-being. Tourism is not sustainable only to preserve economic benefit. Tourism is depending on local culture,environment and society. Therefore tourism development should respect these aspects. Local community is one of the important actor to achieve sustainable tourism development. This research will focus on applying the concept of sustainable tourism development in Chiangmai. It covers five aspects of sustainability: economy, social, culture, environment, and politics.

3. Research Framework SUSTAINABLE DEVELOPMENT IN TOURISM ECONOMYSOCIALCULTUREENVIRONMENTGOVERNANCE

4. Conceptual Background Sustainable Development, “ is development that meets the needs of the present without compromising the ability of future generations to meet their own needs (World Comission on Environment and Development, 1987) Sustainable Tourism, it is an industry which attempts to make a low impact on the environment and local culture, while helping to generate income, employment, and the conservation of local ecosystems. It is responsible tourism that is both ecologically and culturally sensitive. It strives for quality, not quantity while broadening the ownership base such that more people benefit from the tourism industry. ( http://www.gdrc.org/uem/eco-tour/eco-tour.html)http://www.gdrc.org/uem/eco-tour/eco-tour.html ( http://www.capegateway.gov.za/eng/your_gov/13330)http://www.capegateway.gov.za/eng/your_gov/13330

5. Research Questions “ How to achieve sustainable tourism (economic, social, cultural, environmental, governance) in Chiangmai Province for local community?”

6. Sub Research Questions 1.How does tourism industry improve the economy of the community in a sustainable way? 2.What is the role of young generation in sustainable development of tourism? 3.How do local community place importance on their own culture? What are the reasons? 4.How do local community value the environment and local resources? 5.What are the policies and strategies pursued by various stakeholders, mainly government, private sector, and local community in achieving sustainable development of tourism?

7. Economic Aspects Sub research questions Is the income distribution from tourism well - distributed to local community? What aspects should be improved to bring more income to local community? Hypothesis Most of the revenues falls into the hands of a few groups or individuals involved in the tourism business, ex. hotels, resorts, tour operator, restaurants, souvenir shops, etc. Involving local people in tourism events and providing good services ex. accommodations, transport, etc. will generate more income to local community.

8. Social Aspects Sub Research Question Who/What make youth involve in tourism industry? Hypothesis * Inevitable situation to involve in tourism ⇒ 1. Family Circumstance * Higher wage than that of agriculture ⇒ 2. Poverty Reduction * Obtaining more skills and knowledge (Empowerment) ⇒ 3. Securing Human Resource * Their interest in the traditional culture and environment ⇒ 4. Culture and Environment preservation Younger Generation Sustainable Tourism Development

9. Environmental Aspects Sub research question How do local community value the environment and local resources? What is the environmental impact of tourism in local community? How do local community preserve environment and local resource? Hypothesis Mass tourism has a bad influence upon local environment while it brings economic growth. Eco-tour is also nominal. Local people awake to environmental problems, but they cannot find out the solution to balance environmental preservation with economic growth.

10. Cultural Aspects Sub research question “ How do local community place importance on their own culture? What are the reasons?” Hypothesis People in local community tends to maintain their cultures to inherit their roots to next generation People in local community maintain and adjust their cultures to enable tourism development

11. Governance Aspects Sub Research Questions 1.What are the roles of government, private sector, and civil society (particularly local community) in creating sustainable development of tourism in Chiangmai? Hypotheses The government plays significant role in constructing democratic tourism governance, designing appropriate policies and regulations, executing tourism related policies and building network with private sector and civil society Private sector will develop their business according to government’s regulation and expand the corporate social responsibility to deal with the social, cultural, and environmental impacts of their activities. The involvement of local community in policy making is low, even though they should be the main core of government’s policy design and implementation

12. Governance Aspects 2. What coordination mechanisms have been implemented to connect the government, private actor and civil society? Hypotheses There will be formal and informal forms of coordination between three main sectors. However, the coordination and control is assumed to be the most difficult tasks because it might not be included in government’s strategy and plans.

13. Site Selections: 8 sites SitesTime (day) LocationTourism Aspect RUEconomicSocialCultureEnvGov 10. Wat Sri Suphan0.5 day VVVV 11. Baan Tawai Handicraft Center 1 dayVVVVVV 14.Umbrella Production 1 dayVVVVVV 18.Hmong Hill Tribe Village 1 dayVVVVV 21.Saturday Market0.5 day VVVVV 23.Water-Fall1 dayVVVV 26.Tourist Authority 0.5 day VVVVVV Doi Suthep0.5 day VV

14. Additional Sites SitesLocationTourism Aspect RUEconomicSocialCultureEnvironmentGovernance 20.Night Bazaar VVV 22.Sunday Evening Walking Street VVVV 12. Lanna Wisdom School VVV Kan-tok Restaurant VVV

15. Field Survey Method Interview with various groups (government, business, youth, tribe leader, monks, tourist, etc) Observation PCM Literature review (policy paper and other related documents)

16. Prospective respondents Government Sector Government officials tourist authority Private Sector handcrafts maker tour guide Souvenir shop owners Tourists Civil Society Local people Local leaders, Local tribe, Women, Monk, Sala (Master of craftsmanship) Lanna musicians, Students

17. References World Comission on Environment and Development, Our common future,1987 Chettamart, S. and Emphandhu, D. (1993) The tourism industry and sustainable development in Thailand. Kasetsart University Publication Dearden, P. (1990) Tourism and sustainable development in Northern Thailand. University of Victory Publication UNESCO (2006) Tourism, Culture, and Sustainable Development. UNESCO Publishing, Paris. Stephen Page and Joanne Connell (2008) “SUSTAINABLE TOURISM”

18. Thank you ยินดีเจ้า