UP TO THIS POINT, IS CLAIMING CULTURAL AUTHENTICITY STILL IMPORTANT AMID THAILAND’S RAPID GROWTH OF MASS TOURISM?

Sarutanan Sopanik ()
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Sarutanan Sopanik: Mae Fah Luang University, Thailand

Eurasian Journal of Business and Management, 2018, vol. 6, issue 3, 44-52

Abstract: The success of mass tourism in quantitative terms has brought the country to the position where it is being admired globally. Beautiful natural resources, stunning cultural attractions and a wide range of affordable foods and services can steadily increase international arrival numbers especially from Europe and Asia. However, this situation has led to the perception of the decline in cultural authenticity in tourism contexts for decades. In certain areas of the country, especially the north where cultural clichés are often exhibited rather than the coastal areas in the south, the showcases of cultural authenticity can be considered as local community exploitation or the lack of moral value. This study contributes to tourism planning and policy making on how Thailand should shift its tourism directions without overly or falsely claiming its cultural authenticity.

Keywords: Authenticity; Tourism; Thailand (search for similar items in EconPapers)
Date: 2018
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