developing for sustainable lanna cultural tourism areaieomsociety.org/ieom_2016/pdfs/439.pdf ·...

Proceedings of the 2016 International Conference on Industrial Engineering and Operations Management

Kuala Lumpur, Malaysia, March 8-10, 2016

Developing for Sustainable Lanna Cultural Tourism Area*

Gulputt Dechvichankit

Technopreneurship Department, Institute of Field Robotics

King Mongkut's University of Technology Thonburi

Bangkok, Thailand

[email protected]

Vorapoch Angkasith



Bangkok, Thailand

[email protected]

Dhiranantha Rithmanee



Bangkok, Thailand

[email protected]

Abstract—Tourism industry in Thailand has been growing because of increasing in Thailand tourism popularity, as well as

continuous supports from the government sector. These lead to sudden tourism expansion. Recently, tourism sector is significant

factor which affect on Thailand’s economic system, national income is mostly from tourism sector. While tourism is a part of

national economic development, but it has negative effects on environment and society caused from unbalanced tourism

management. Nowadays, a lot of Thai and foreign tourists has been increasing as we can see from inappropriate tourism

management of some tourist attractions, they mainly interest in income from tourist only. If the government sector, entrepreneur

and tourists pay attention on developing tourism into sustainable tourism, both social and environmental problem will be

decreased and disappeared. In addition, To prepare for ASEAN Economics Community (AEC), it is necessary to be ready in

tourism management so as to balance economic, society and environment to make them as sustainable tourism. Thus, this is the

inspiration for this research in order to determine sustainable tourism development paths by studying from Lanna cultural

tourism area, consisting of Chiang Mai, Chiang Rai, Pha Yao, Lampang and Lamphun, which has this study methods as following:

(1) Study approaches for sustainable tourism of Lanna cultural tourism area in order to develop further into sustainable tourism

as well as apply this with other tourism all over the nation, (2) Analyze and design indicator for sustainable tourism in order to

assess the potential of a province in Lanna cultural tourism area and use the result lead to be sustainable tourism development.

This paper focus on issues analysis involving and influencing to stakeholder of tourism in each dimension of sustainable

development which are economic, social, environment in order to use as indicator of being sustainable tourism. This indicator can

be apply with all part of tourism in Thailand.

Keywords— Sustainable Tourism; Sustainable Lanna Cultural Tourism; Stakeholder of Sustainable Tourism.

I. INTRODUCTION

Ministry of Tourism and Sports had specified their strategy between 2012 and 2016. One of them is promotion of balancing and sustainable growth in quality tourism including publication good image, making Thai and foreign tourists confident, promotion domestic tourism in order to bring about the long-term national economic development. Since the number of foreign tourist and income from tourism has grown continuously resulted in obvious expansion of tourism market recently.

Tourism industry in Thailand has been growing because of increasing in Thailand tourism popularity, as well as continuous supports from the government sector. These lead to sudden tourism expansion. Recently, tourism sector is significant factor which affect on Thailand’s economic system, national income is mostly from tourism sector. While tourism is a part of national economic development, but it has negative effects on environment and society caused from unbalanced tourism management.

Nowadays, a lot of Thai and foreign tourists has been increasing as we can see from inappropriate tourism management of some tourist attractions, they mainly interest in income from tourist only. If the government sector, entrepreneur and tourists pay attention on developing tourism into sustainable tourism, both social and environmental problem will be decreased and disappeared.

1548© IEOM Society International



In addition, To prepare for ASEAN Economics Community (AEC), it is necessary to be ready in tourism management so as to balance economic, society and environment to make them as sustainable tourism. Thus, this is the inspiration for this research in order to determine sustainable tourism development paths by studying from Lanna cultural tourism area, consisting of Chiang Mai, Chiang Rai, Pha Yao, Lampang and Lamphun, which has this study methods as following: (1) Study approaches for sustainable tourism of Lanna cultural tourism area in order to develop further into sustainable tourism as well as apply this with other tourism all over the nation, (2) Analyze and design indicator for sustainable tourism in order to assess the potential of a province in Lanna cultural tourism area and use the result lead to be sustainable tourism development.

This paper focus on issues analysis involving and influencing to stakeholder of tourism in each dimension of sustainable development which are economic, social, and environment in order to use as indicator of being sustainable tourism. This indicator can be apply with all part of tourism in Thailand

II. PROCEDURE

Fig. 1. Work flow of this paper.

After revision the literature involving the Sustainable tourism development, then analyze the stakeholder and arrange the

ways of sustainable development by interest level, which are economic, social, environment compared with the issue of

sustainable development in each dimension so as to design issue involving the stakeholder according to the sustainable

development.

III. STAKEHOLDER ANALYSIS

Step 1 – Identify the stakeholder of sustainable tourism development.

Identify the stakeholder of sustainable tourism development considering suitability and accordance along with sustainable

development. Stake holder has been categorized in to 2 types by how they are involved as following:

A. Direct stakeholder

Hotel Entrepreneur

Restaurant Entrepreneur

Car Rental Entrepreneur

Souvenir Shop

Local People

Tourists

B. Indirect stakeholder

Government Sector

Financial Institution

Step 2 – Analyze and assess stakeholders by interest level in each dimension of sustainable development.

Do the stakeholder analysis and assessment by interest level in each dimension of sustainable development as Table I.




TABLE I. CATEGORIZED STAKEHOLDERS BY INTEREST LEVEL IN EACH DIMENSION OF SUSTAINABLE DEVELOPMENT

level 3 : High interest level

level 2 : Medium interest level

level 1 : Low interest level

A. Hotel Entrepreneur

Entrepreneurship generally expect profit, so the entrepreneur mostly pay attention to economic dimension along with environment dimension, since the environment is one of tourist attraction. If they have good environment and safety, they will also have good income and economics.

B. restaeratt Ettrerreteer

Entrepreneur also pay their most attention to economic dimension. The business can be continued if there was stability in income and profit. Therefore, entrepreneurs mostly emphasize on economic dimension and less in other dimension.

C. roeeetir Shor

As other entrepreneur, they also pay more attention to economic dimension affecting on goods and services development to make them more unique than others and result in a long-term business.

D. Car Rental Entrepreneur

Self drive in tourism is more convenient, moreover, it might lessen some expenses, so car rental is quite important. The entrepreneurs also pay more attention to economic dimension than other dimension as well. Car rental business has few effects on environment and social dimension , so economic dimension is the first priority.

E. toerist

Tourists have the most effect on tourism and they provided the main income. Services and entrepreneur mainly emphasize on tourists’ demand. Main factors for tourists to make a decision are attraction places, accommodation, other services including safety of life and property. Therefore, tourists mainly emphasize on environment and economic dimension.

F. local Peorle

These people mostly emphasize on environmental dimension, since they are close to environment or the attraction places. Moreover, they need to live daily with those environment, so they pay more attention to the environment. Beside, some group of these people also pay attention to economic dimension. If there was sustainable tourism development that will result in economic stability.

G. litatcial Itstitetiot

This affect directly to the investment of attraction places development included providing services to corporation such as loan approval for working capital, financial transaction for establishing and developing tourism. Therefore, financial institution mostly emphasizes on economic dimension.

H. toeerteett Sector

If government sector and private sector has cooperation in developing in each dimension, that will be better image for tourism. Be able to control factors that have effects on tourism more effectively and sustainably. There is a measure to control tourism to be friendly to the environment in order to maintain that tourist attraction and make local people to continuously gain the income. Therefore, government organization emphasizes on environmental dimension along with economic dimension.

Dimension of sustainable development

Stake Holder Economic Social Environment

Hotel Entrepreneur 3 2 2

Restaurant Entrepreneur 3 2 1

Souvenir Shop 3 1 1

Car Rental Entrepreneur 3 2 1

Tourist 3 2 2

Local People 3 1 1

Financial Institution 3 3 2

Government Sector 1 2 2




IV. ISSUE ANALYSIS IN EACH DIMENSION EFFECTING TO SUSTAINABLE TOURISM

Analyze issues involved in tourism in each dimension of sustainable principle for sustainable tourism.

A. Economic Dimension

1) Wage and employment.

a) Income distribution of local people.

b) Number of alien worker.

c) Earned income from taxes payment.

d) Earned income from tourist.

e) Flow of money in tourist attraction area.

2) Goods and services in tourism.

a) Price level of goods and services.

b) Control measure price.

c) Accommodation reservation rate.

d) Local goods development.

3) Investment in tourism.

a) Budget of tourist attraction development.

b) Public relation of toursim.

c) Marketing of tourism promotion.

4) Quality of life of local people.

a) Cost of living allowances.

b) Unemployment rate.

c) Debt financing.Identify the Headings

If there was tourism budget to develop tourist attraction and promotion in public relation making tourism more

interesting, this will stimulate economic of those area. Entrepreneurs have income and working capital, local people are

employed lead to income distribution to local people, less unemployed rate, people have better quality of life. However, these

actions must be done along with local goods development, control measure of goods and services in order to prevent price to

be more excessive and this might result in less tourists.

B. Social Dimension

1) Politics.

a) Accomplishment of tourism policy.

b) Government project corruption.

2) Participation.

a) Discussion of government sector, private sector, and local people.

b) Provide more opportunity to private sector in tourism investment.

c) Promotion for youth to participate in tourism management.

d) Hospitality of local people.

3) Safety.

a) Criminal rate.

b) Promotion measure in safety.

c) Accident rate.

d) Hygiene of citizen.

4) Transportation.

a) Quality and quantity of street light, traffic light, and traffic signs.

b) Safety and cleaness of footpath, and road surface.

c) Bicycle lane.




5) Communication.

a) Coverage of telephone and internet signal.

b) Tourist services channel.

Cooperation of government and private sector is the main factor affected sustainable tourism. If the goverment or local

organization have good tourism development and promotion policy, give more opportunity in tourism investment to private

sector, these will develop tourism sustainably. Having strict measure promoting in safety leads to less criminal rate and make

tourist more confident in safety. Having comfortable transportation is also a factor that enhance tourism in that area. Besides,

nowadays, social network has a significant role in our daily life, so the coverage of telephone and internet signal is also the

factor in making decision.

C. Environment Dimension

1) Land use management.

a) Quantity of natural tourist attraction.

b) Proportion of natural area and industrial area .

c) Expansion of industrial plant.

d) Waste disposal.

2) Conservation.

a) Maintaining civilization tourist attraction.

b) Harmonization of natural, environment, culturre and construction design.

c) Natural tourist attraction conservation.

d) Uses of alternative energy.

3) Water pollution.

a) Acid rain.

b) Water utilization.

c) Waste disposal into water sources.

d) Flood protection.

e) Water treatment.

4) Sound pollution.

a) Number of affected people from airplane buzz.

b) Number of affected people from train noise.

c) Effects from night entertainment.

5) Air pollution.

a) Traffic density.

b) Waste incineration.

c) Burning the forest.

d) Average quantity of dust per day.

e) Air quality standard.

f) Number of smoke people.

Environmental problems come along with tourism. When the tourists increase and there is no good management, the

environmental problem might occur, including water pollution, air pollution, sound pollution. Traffic density is also a certain

problem at popular tourist attraction. However, tourists and entrepreneurs’ carelessness also bring about environmental

problem. The expansion of industry and civilization to the area is also the factor destroying natural tourist attraction.

Therefore, promotion in conservation of natural attraction tourism and making people aware of the importance of natural

conservation will lead to sustainable tourism.




V. ISSUE ANALYSIS IN EACH DIMENSION EFFECTING TO SUSTAINABLE TOURISM

A. Hotel Entrepreneur

Economic Social Environment

a) Earned income from

tourist.

b) Accommodation

reservation rate.

c) Price level of goods and

services.

d) Flow of money in tourist

attraction area.

e) Number of alien worker.

a) Criminal rate.

a) Waste disposal into water

sources.

b) Water treatment.

c) Water utilization.

d) Waste disposal.

e) Harmonization of natural,

environment, culturre and

construction design.

f) Uses of alternative energy.

B. restaeratt Ettrerreteer



tourist.

b) Price level of goods and

services.

c) Control measure price.


attraction area.

e) Number of alien worker.

a) Hygiene of citizen.

a) Waste disposal.

b) Water treatment.

c) Waste disposal into water

sources.

C. roeeetir Shor



tourist.


services.


d) Local goods development.

a) Provide more opportunity

to private sector in tourism

investment.

a) Waste disposal.

b) Harmonization of natural,



c) Natural tourist attraction

conservation.

D. rar Rettal Ettrerreteer



tourist.


services.


a) Criminal rate.

a) Traffic density.

b) Uses of alternative energy.

c) Average quantity of dust

per day.

d) Air quality standard.




E. toerist


a) Traffic density.

b) Uses of alternative energy.

c) Average quantity of dust

per day.

d) Air quality standard.

e) Earned income from

tourist.

f) Accommodation

reservation rate.

g) Price level of goods and

services.

h) Control measure price.

i) Public relation of toursim.

j) Marketing of tourism

promotion.

k) Flow of money in tourist

attraction area.

a) Criminal rate.

b) Promotion measure in

safety.

c) Accident rate.

d) Hygiene of citizen.

e) Quality and quantity of

street light, traffic light, and traffic

signs.

f) Safety and cleaness of

footpath, and road surface.

g) Bicycle lane.

h) Coverage of telephone and

internet signal.

i) Tourist services channel.


sources.

b) Natural tourist attraction

conservation.

c) Maintaining civilization

tourist attraction.

d) Water utilization.

e) Traffic density.

f) Number of smoke people.

F. local Peorle


a) Income distribution of local

people.


services.

c) Flow of money in tourist

attraction area.

d) Unemployment rate.

e) Cost of living allowances.

f) Debt financing.Identify the

Headings

a) Criminal rate.

b) Promotion measure in

safety.

c) Hygiene of citizen.

d) Quality and quantity of

street light, traffic light, and traffic

signs.

e) Safety and cleaness of

footpath, and road surface.

f) Coverage of telephone and

internet signal.

g) Discussion of government

sector, private sector, and local

people.

h) Provide more opportunity


investment.

i) Promotion for youth to

participate in tourism

management.

j) Hospitality of local people.


sources.

b) Water treatment.

c) Waste disposal.

d) Harmonization of natural,



e) Uses of alternative energy.

f) Number of affected people

from airplane buzz.

g) Number of affected people

from train noise.

h) Effects from night

entertainment.

i) Waste incineration.

j) Burning the forest.

k) Number of smoke people.




G. litatcial Itstitetiot


a) Debt financing.Identify the

Headings

b) Earned income from taxes

payment.

c) Earned income from

tourist.


attraction area.

e) Income distribution of local

people.

a) Discussion of government


people.

-

H. toeerteett Sector


a) Budget of tourist attraction

development.

b) Public relation of toursim.

c) Marketing of tourism

promotion.

a) Accomplishment of tourism

policy.

b) Government project

corruption.

c) Discussion of government


people.

d) Provide more opportunity


investment.

e) Promotion for youth to

participate in tourism

management.

f) Promotion measure in

safety.

g) Tourist services channel.

a) Quantity of natural tourist

attraction.

Proportion of natural area and

industrial

b) Expansion of industrial

plant.

c) Waste disposal.

d) Flood protection.

e) Water treatment.

f) Maintaining civilization

tourist attraction.

g) Natural tourist attraction

conservation.

VI. CONCLUSION

Sustainable tourism development needs to analyze involved issues in each dimension which each issue has different

effects according to different stakeholders and different dimension of sustainable development. Therefore, we should specify

suitable issues involving and influencing to each stakeholder so as to use the issue to develop sustainable indicator of tourism

in that area, to measure reflected sustainability, to be approach to tourism development to be sustainable tourism result in

balance of economic, social, environment dimension to be ready for tourism growth.

REFERENCES

[1] John Elkington, 2002, “The Sustainability Advantage: Seven Business Case Benefits of a Triple Bottom Line, Foreword

[2] Government Gazette, 2015, " Board of County Tourism Development Tourism Development Lanna civilization announcement", Volume 132 Special Episode 231 D, 42.

[3] Office of the National Economic and Social Development : workshops with the private sector, " The development of the tourism sector", September 2015.

[4] Theera Khraiangkhrai, Vichien Tansirikongkhon, and Pisarn Mukdaratsami, Development of Sustainable Tourism of Tourist Attractions in the Sanook Group (Sakon Nakhon, Nakhon Phanom, Mukdahan and Kalasin), Rajabhat Maha Sarakham University Journal; RMU.J. 2 (3) : September - December 2008 : 0-0.

[5] Meena Chavalit, "Stakeholders' Attitude Toward Tourism Impact Ranong Province".

[6] Technology Promotion Association (Thailand-Japan), Stakeholder analysis, November 2009.




BIOGRAPHY

Gulputt Dechvichankit is a programmer of International Financial Data Services (Bangkok). He have graduated Bachelor of

Computer Engineering from King Mongkut's University of Technology Thonburi, Thailand. Now, He is studying Master of

Technopreneurship, Institute of Field Robotics, King Mongkut's University of Technology Thonburi. He is interest in

marketing strategy, social enterprise, sustainability, and sustainable tourism.


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