published_or_final_version / Geography / Master / Master of Arts in China Development Studies

published_or_final_version / Comparative Asian Studies / Master / Master of Arts

M.Comm. / The fundamental aim of this study is to investigate some of the main development strategies for promoting tourism to Thailand and to make suggestions for tourism development in South Africa. Thailand's tourism performance over the past several years is a good lesson for the successful development of tourism in South Africa. It is generally believed that a country can gain from the promotion of tourism through employment creation, income generation, and foreign exchange earnings. Since one of the major problems of developing countries is the high level of unemployment and under-employment, tourism can help generate investment in various businesses such as hotels, restaurants, souvenir shops, and tour agencies which can create a large number of jobs for these countries. Through the multiplier effect, the country can generate even higher national income. Due to the importance of the tourism industry as mentioned above, ways should be found to maintain or increase the growth rate of the industry. In order to do so, a better understanding of the tourist industry must be made available to policy-makers.

Tourism is today the world’s largest industry and an important economic development tool in many developing countries. However tourism sometimes causes social complications, often due to social- and economic gaps that lead to tensions between tourists and local residents. At small island destinations spatial confinement and isolation contribute to the risk of these tensions to occur, which may then ruin the destination’s image. This study examines the relationship between tourists and local residents at the small island Koh Tao, which is a popular tourist destination in Thailand. The aim is to identify possible tensions and to examine why these tensions may occur. The research material is collected through an ethnographic study, including participant observations and informal interviews. The result of the study shows an overall positive relationship between the tourists and local residents, where the tourism industry’s economic contribution to the host community is an important factor fortheir positive attitude towards tourism. A few social- and economic gaps are identified, however these do not seem to be the cause of any notable tensions. Yet, sometimes tensions do occur and are then most often related to cultural- and linguistic misunderstandings. The essay discusses how these misunderstandings could be prevented through increased knowledge and also proposes an illustrating model. Finally, suggestions for future research regarding the usage of tourism as a development tool are proposed. / Minor Field Studies

Hotels are an essential and critical component of Thailand's tourist industry and one of the major contributors to Thai tourism revenue. However, the industry is considered to be in an infant stage. Since a general manager is considered to be the key person who directs the business in the hotel in every situation, this research aims to investigate the emphasis of time spent on various work activities of hotel general managers (i. e. marketing, human resource, training, etc.). In order to identify the significance of the general manager's roles, the research was conducted as an empirical investigation focusing on the leading Thai luxury hotels which were of international standard. The research defines the emphasis of the amount of time spent on the various work activities by investigating how managers perceive their work roles and how they actually spend their time. The core study of this research derived from Mintzberg's study of managerial work (1973), an observational study of five top executives in the United States and Ley's study of the managerial activities of seven managers in a major US hotel chain (1978). The methodology in this study employed both quantitative and qualitative methods of data collection. According to an appropriateness of access to data, there were three methods utilised which comprised a questionnaire, an interview and a period of observation. These three methods were used in sequence. The questionnaire was used to study biographical data and perceptions of Mintzberg's managerial work roles. The interview, which was semi-structured, was used to provide the interviewer with additional questions to make sure the desired information has been obtained, while the observation aimed to study the work roles which emerged from general managers' work behaviour and to provide the insights of general managers' behaviour into specific work roles from recording and classification. It is intended that the results of the research will enhance the understanding of different approaches to managerial roles and time usage thereof. With this understanding, there will be an increase in the number of qualified Thai general managers employed in international hotels and a responsibility for development of Thai general managers. In addition, individual general managers themselves, may be able thereby to increase the effective use of their time.

This thesis examines the contribution made by "alternative" tourism towards community development in the provinces of Phuket, Phangnga, and Krabi in southern Thailand. Aside from providing novel, adventurous, and presumably authentic travel experiences, "alternative" tourism promotes forms of community development characterized by equitable distribution of resources, quality of life, and environmental sustainability. Alongside conventional, mass tourism development in southern Thailand, nature-based "alternative" travel activities such as sea kayaking and jungle trekking have grown increasingly popular among foreign tourists and have emerged as measures of diversification within a slowly stagnating regional tourist trade. This study assesses "alternative" tourism along the lines of the tourism industry, tourist, and host perspectives, and addresses three key issues, or themes: "alternative" tourism as a theoretical and practical "alternative" to conventional, mass tourism; the role played by authenticity and ethical concern in distinguishing "alternative travellers" from mass tourists; and "alternative" tourism's contribution to community-based economic, social, and environmental development in southern Thailand. The results of this study are based upon several types of data, including selfadministered surveys, analysis of statistical and other documentary sources, field observations, and interviews with tourists, government officials, company owners, and Thais working in the tourism industry. Three central findings emerge from this research. First, "alternative" tourism in southern Thailand shares many structural and conceptual links with the existing mass tourism industry. Rather than signalling a true departure from conventional, packaged tourism, "alternative" tourism constitutes a regenerative niche in Phuket's mass tourism industry. Second, discrepant expectations of, and levels of desire for, authenticity serve to differentiate categories of "alternative" tourists, many of whom display insensitive behaviour and place inappropriate demands on their Thai hosts. Third, certain forms of "alternative" tourism, such as "mass ecotourism," foster equitable community development, while others, such as backpacking and adventure travel, remain limited as engines of economic development. In addition to discussing theoretical and policy implications, the thesis concludes with a localized model of "alternative" tourism in southern Thailand.

The purpose of this study is to critically evaluate the performance of tour guides in Thailand and their impact on the tourist experience. The research objectives include a: review of the literature on service quality and tour guide performance; a survey of tourists’ expectations and satisfaction with tour guides in Thailand; a critical evaluation of tour operators’ and tourists’ perspectives on the variables that constitute a high standard of performance for tour guides; analysing how the performance of tour guides influences the experiences of foreign tourists; and understanding the attributes of tour guides that influence the satisfaction of foreign tourists. The sample in this research comprised 400 tourists in Thailand who were currently on or had previously been on a group package tour in Thailand within the past two years. The survey took place in 2014 between January 1 and July 31and was conducted in the cities of Bangkok and Chiang Mai. A convenience sampling technique was utilised, with respondents being requested to provide a range of demographic variables. Descriptive analyses of these variables were conducted to examine tourists’ demographic profiles in order to understand tourists’ characteristics and their behaviours. The results of the questionnaires were analysed using statistical methods including factor, regression and multivariate analyses. Based on the results, a tour guide service quality evaluating model (TGSQEM) was developed, composed of eight dimensions: reliability (informative); personal traits; empathy1 (service-oriented mind); assurance1 (knowledgeable); professionalism; attitude; assurance2 (able to generate an atmosphere of trust); and empathy. The results identified the various factors that affect tour guide performance whilst enhancing the understanding of the perceptions of tourists’ expectations of tour guide performance and associated service quality. Using quantifiable data, these were then calculated and plotted into a graph utilising the Important Performance Analysis (IPA) technique. This investigation of the variables that influence the service quality performance of tour guides in Thailand has subsequently been used to create a theoretical framework that can be utilized to enhance the service quality of tour guides and contribute to a more successful tourism industry in Thailand. The development of this model represents a furthering of the knowledge about the performance of tour guides and, whilst constituted in a specific cultural context, it is envisaged that it would have generic transferability to tour guiding elsewhere.

This thesis examines the contribution made by "alternative" tourism towards community development in the provinces of Phuket, Phangnga, and Krabi in southern Thailand. Aside from providing novel, adventurous, and presumably authentic travel experiences, "alternative" tourism promotes forms of community development characterized by equitable distribution of resources, quality of life, and environmental sustainability. Alongside conventional, mass tourism development in southern Thailand, nature-based "alternative" travel activities such as sea kayaking and jungle trekking have grown increasingly popular among foreign tourists and have emerged as measures of diversification within a slowly stagnating regional tourist trade. This study assesses "alternative" tourism along the lines of the tourism industry, tourist, and host perspectives, and addresses three key issues, or themes: "alternative" tourism as a theoretical and practical "alternative" to conventional, mass tourism; the role played by authenticity and ethical concern in distinguishing "alternative travellers" from mass tourists; and "alternative" tourism's contribution to community-based economic, social, and environmental development in southern Thailand. The results of this study are based upon several types of data, including selfadministered surveys, analysis of statistical and other documentary sources, field observations, and interviews with tourists, government officials, company owners, and Thais working in the tourism industry. Three central findings emerge from this research. First, "alternative" tourism in southern Thailand shares many structural and conceptual links with the existing mass tourism industry. Rather than signalling a true departure from conventional, packaged tourism, "alternative" tourism constitutes a regenerative niche in Phuket's mass tourism industry. Second, discrepant expectations of, and levels of desire for, authenticity serve to differentiate categories of "alternative" tourists, many of whom display insensitive behaviour and place inappropriate demands on their Thai hosts. Third, certain forms of "alternative" tourism, such as "mass ecotourism," foster equitable community development, while others, such as backpacking and adventure travel, remain limited as engines of economic development. In addition to discussing theoretical and policy implications, the thesis concludes with a localized model of "alternative" tourism in southern Thailand. / Arts, Faculty of / Geography, Department of / Graduate

This research investigates volunteer tourists’ motivations and on-site experiences, alongside hosts’ attitudes towards volunteer tourists at the Home and Life orphanage in Phang Nga province, Thailand. An interpretive paradigm utilising qualitative data collection methods (semi-structured interviews, a focus group, participant observation and diaries) was adopted. The informants included twenty-four volunteer tourists, on a working vacation at the Home and Life orphanage between 1stJuly and 30th September 2011, and twenty hosts from Thai Muang subdistrict. The findings of the research suggest that the volunteer tourists’ motivations and on-site experiences are multidimensional. Five main themes of motivations have been identified: (i) to help the children who were affected by the 2004 Boxing Day tsunami; (ii) to gain personal development and growth; (iii) to gain new experiences; (iv) to learn about/be immersed in local culture; and (v) to meet and make friends. Amongst these, a desire to help the children was the most dominant motivational factor, which was strongly influenced the 2004 Boxing Day tsunami. In terms of the volunteer tourists’ on-site experiences, four experiential dimensions were found: (i) personal development and growth; (ii) social; (iii) cultural; and (iv) feeling. The study suggests that the children had played a significant role in making the volunteer tourists’ experience a beneficial one because they were an important source for cultural learning and their lives had taught a number of things to the volunteer tourists. This research also investigates hosts’ attitudes towards the volunteer tourists. It was found that they had very positive attitudes towards the volunteer tourists, based upon two main factors: the volunteer tourists’ conduct and performance; and the perceived benefits they gained from the work of these tourists. The opportunity for the children to study English with English native speakers was cited as the most significant benefit. However, the hosts also had concerns about some aspects of the volunteer tourists’ behaviour and perceived underperformance, which were found to be mainly the result of cultural differences. Additionally, interactions and relationships between volunteer tourists and hosts were also examined by using social exchange theory. The study suggests that the interactions were reciprocal, and that both the volunteer tourists and the hosts enjoyed satisfactory benefits from one another: the volunteer tourist had a desired experience, and the hosts gained benefits from the work of the volunteer tourists.

This research takes an interdisciplinary approach and includes aspects of applied geography, applied management, political economy, development studies, sociology and anthropology, in line with the tradition of progressive tourism studies. It seeks to resolve academic concern about the limited insight within existing bodies of knowledge into how sustainability and sustainable tourism development are conceptualised at a grassroots level by inhabitants and other stakeholders of tourism destinations (Redclift, 1987; Liu, 2003; Swarbrooke, 1999; Mowforth and Munt, 1998; Maida, 2007) and furthermore how these conceptualisations are shaped through expressions of political economy in a post-crisis context. The research aimed to evaluate how political economy and interpretations of sustainability affected post-disaster tourism redevelopment using the case study of Phi Phi Island in Thailand, which was devastated by the tsunami of December 2004. An interpretive philosophy informed the research design, in which primary data was gathered using an inductive mixed methodology. Methods included online research, comprising the design and operation of a tailored website to overcome geographical and access limitations; and offline methods such as visual techniques to monitor change and confirm opinions offered by participants of the research; in-depth face-to-face interviews with hand-picked stakeholders of Phi Phi's development; open-ended questionnaires with tourists; and extended answer Thai script questionnaires in order to overcome language barriers and present the 'Thai voice'. The primary data was gathered from April 2006-December 2011 including a period working at [information removed for anonymity purposes] University in Phuket (June-December 2006). Twenty-five themes emerged from the data, the most significant being the social impacts of tourism, environmental impacts of tourism, power relationships and future desires. It was found that the factor with the greatest influence over Phi Phi's development is the desire to develop the economy through tourism, and the philosophy underpinning the development is largely economic. The tsunami did not cause any significant reassessment of the tourism development trajectory, but served to uncover a range of conflicts and unlawful activity, resulting from powerful stakeholders pursuing their own interests and desired outcomes, in order to suit their own needs rather than those of the community as a whole. In terms of how sustainability is conceptualised by different stakeholder groups, it was found that the meanings attributed to sustainability in this context differ greatly to meanings elaborated within western ideological debates. Stakeholders' conceptualisations of sustainability were mapped against key debates within literature. How meanings differed between stakeholder groups was also examined and a definition for sustainable tourism development on Phi Phi was compiled encompassing a broad range of interests. The thesis provides a rare opportunity to see which political, economic and cultural factors shape the planning of tourism development and whether actual practice mirrors the principles of sustainability. For islanders, present needs are yet to be met and education was recommended to increase islanders' understanding of impacts and sustainability, as well as their skills and knowledge base to enable them to compete intellectually with the ruling elite and reduce dependence upon landowners and the mainland. Numerous authors have highlighted a relative lack of academic attention directly addressing the influence of political economy on achieving sustainability in post-disaster reconstruction (Klein, 2008; Hystad and Keller, 2008; Olsen, 2000; Bommer, 1985; Beirman, 2003; Faulkner, 2001; Glaesser, 2003; Ritchie, 2004). This work therefore extends existing academic debates and studies in a number of areas. In existing academic debates concerning the political economy of post-disaster reconstruction there is a trend towards 'disaster capitalism' (Klein, 2005: 3) or 'smash and grab capitalism' (Harvey, 2007: 32) and 'attempts to accumulate by dispossession' (Saltman, 2007a: 57). However, this did not occur on Phi Phi. Despite claims of a 'clean slate' being offered by the tsunami in developmental terms (Pleumarom, 2004; UNDP, 2005; Dodds, 2011; Ko, 2005; Nwankwo and Richardson, 1994; Argenti, 1976; Rice, 2005; Altman, 2005; Brix, 2007; Ghobarah et al., 2006; Dodds et al., 2010), this research provides evidence and explanation of why this did not and would never exist on Phi Phi, a finding that may be applied to other destinations in a post-disaster context. In response to Blaikie et al.'s (2004) concerns that vulnerability is often reconstructed following a disaster and may create the conditions for a future disaster, this work has extended discussions of disaster vulnerability through an adapted application of Turner et al.'s (2003) Vulnerability Framework. This meets Calgaro and Lloyd's (2008) recommendation that further longitudinal research is required in other tsunami-affected locations. This research refines their work to identify a detailed framework of vulnerability factors intertwined with factors of political economy, presenting a post-disaster situation that remains highly vulnerable and non-conducive to sustainability. This is in response to Hystad and Keller's (2008) recognition that there is a lack of long-term studies, which not only show how disaster has shifted the nature of the destination and tourism product, but also identify successful strategic processes and actions in disaster response. The strategic response has been analysed through an adapted Strategic Disaster Management Framework (Ritchie, 2004) to identify the shortcomings of the disaster response to comprehend how such a disaster has influenced tourism development and planning on the island, showing that this was a mirror opposite to how a disaster should be handled according to the literature (Ritchie, 2004; Adger et al., 2005; Miller et al., 2006; Olsen, 2000; Coppola, 2007; Faulkner, 2001; Baldini et al., 2012). The researcher draws on the notion of 'strategic drift' (Johnson, 1998: 179) and 'boiled frog syndrome' (Richardson, Nwankwo and Richardson, 1994: 10) to explain how host attitudes to tourism may increase vulnerability. Both these contributions can assist in identifying destination vulnerability and limitations in disaster response and recovery. Unlike the work of Dodds (2010) and Dodds et al. (2011), the aim was not to assess the practice and attainment of sustainability on Phi Phi; rather, it was to elaborate interpretations and conceptualisations of sustainability. An examination of development philosophy established how specific factors of political economy and relationships of a hegemonic nature influence the development trajectory of both Phi Phi and Thailand. Despite governmental rhetoric influenced by a strong 'sufficiency economy' hegemony led by King Bhumibol Adulyadej, the observations of dependency theorists provide a better fit for the experiences on Phi Phi and present significant challenges for the pursuit of sustainability. The thesis posits that an effective response to the disaster and pursuit of sustainability are undermined by the political economy of the destination.