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Title: The Changing of Local Community by Domestic Tourism: A Case Study of Amphawa
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Title Page
Abstract
This paper will discuss a theory of Butler, a concept of Hypothetical Evolution of a Tourist
Area. The theory has been applied to tourist destinations and mainly discusses about the tourist
area life cycle. In many cases, the theory shows a direction of growth and development in the
destinations in which tourism stakeholders can use it to analyze and plan for tourism
management. This paper will focus on tourism at the Amphawa floating market, in
Samutsongkram province, Thailand. During these years, the Thai government has promoted
domestic tourism and as a result the market was introduced to Thai people. Consequently, the
market has been one of the most popular destinations for domestic tourism. As a result, it leads
to many changes at the market and the community, it impacts, economic, socio-cultural and
physical aspects of the community. All these impacts and the changes have been implied in the
Key words: Amphawa floating market (AFM); Butler; Community; Domestic tourism; Local
people; Visitor
Introduction
Since domestic tourism in Thailand has grown, new destinations in Thailand have been
introduced. The domestic Thai travelers find places for visiting. They have different reasons
for travelling. In general, some domestic destinations have been exploited due to domestic
visitors. Mostly, when people talk about tourism impacts, they tend to think of impacts from
international tourists. Murphy (1985) argued that “domestic travel also brings people of
different backgrounds and lifestyle to the destination, for example, city people visit a rural area.
They can lead to conflict concerning land use and economic in the destination as international
tourists”. Besides, each tourist destination has a life cycle which it starts with beginning stage
of tourism. Later, when the destination enters with tourism development, many visitors come
to the place. Then the destination is exploited and changed due to lack of tourism plan and
management as suggested by Butler (2006). The purpose of this article is to investigate how
domestic travelers can impact and make a change in a tourist destination. Besides, Butler’s
concept of hypothetical evolution of a tourist area is being used in the context to illustrate on a
area. The next section of the article describes the development of domestic tourism in Thailand
with factors that make Thai people travel domestically. Next, a case study of the Amphawa
floating market (AFM) is introduced, and show why this place has become popular among
domestic visitors. In the case study includes discussion about visitor background and visitor’s
opinions toward the AFM as well as opinions of local people toward the visitors. The next part
is followed by discussion of tourism impacts which lead to the changes of the community.
Lastly, the article discusses the AFM in Butler’s concept whether the tourism at the AFM is
applicable. In short, it is argued that tourism at the AFM is applicable in Butler’s concept;
Butler’s concept describes a tourist area life cycle with relationship between number of
tourists and destination that change over time (Butler, 2006). During the time, many tourism
activities, such as tourist facilities and infrastructure, service providers, and touring, occur
which cause the changes at the destination. However, many authors have applied tourist
destinations in Butler’s concept. Some destinations follow Butler’s concept but some
Butler (2006) firstly states that at the beginning of a tourist destination, there are not
many tourists who know the destination because of lack of information and knowledge about
the place, lack of accessibility and facilities. So most people who visit the place during this
time tend to explore about the destination and have an interest to know, learn, and experience
the place. Therefore, this stage is the exploration stage (Figure 1). Once local people find that
tourism activities bring benefits to them, they begin to participate in tourism activities such as
opening a shop or a resort or providing services to tourists. At this point, Butler (2006) states
that tourism at the destination is at the involvement stage (Figure 1). Later, the destination is
introduced for tourism by marketing and advertising. As a result, more visitors and tourists
visit the destination, and more local residents participate in tourism businesses, more visitor
facilities and infrastructure are created (Butler, 2006). At this stage, Butler (2006) places the
destination at the development stage (Figure 1). Next, these activities continue, for instance,
advertisement of the destination continues, the number of visitors keeps increasing, and the
number of visitors is higher than the number of local residents. This is Butler’s consolidation
stage (Figure 1). Once, there is a peak number of visitors reach carrying capacity of the
destination; where is supply and demand meet or the demands of visitors is higher than the
ability of the destination, which includes environment, host and facilities, to accept or supply
the visitors and recreational use, and there are environmental or social problems occur at the
destination due to tourism activities (Butler, 2006; Murphy, 1985). At this stage, visitors
experience might be affected because tourism activities are imbalance with the destination’s
environment (ibid). Here, Butler (2006) places the destination at the stagnation stage (Figure
1). From this stage, Butler predicts five different directions for tourism to go, which depend on
the destination situation and the environment, and local management (Butler, 2006; Murphy,
1985). Butler (2006) proposes that the destination can move to the rejuvenation stage (Figure
1), which is a direction between A and B. It is a direction of tourism growth. Reasons for
tourism growth can be new infrastructure and attractions or more supply for visitors at the
destination. In addition, the destination may continue at the stagnation stage (Figure 1), which
is direction C (ibid). It means that tourism is maintaining which Butler suggests that it is a good
direction because it implies that the destination can be well managed, which is why visitors
continue to visit the destination (Butler, 2006; Glasson et al., 1995). In contrast, the tourism at
the destination may drop down to direction D or E which is the decline stage (Figure 1). It
implies that there is something wrong at the destination that causes the visitors not visiting the
In addition, Butler’s concept suggests that within a local community, there are local
residents who have both positive and negative attitudes toward tourism (Butler, 2006). In fact,
in terms of tourism, the community is heterogeneous. The local people who get benefits from
tourism tend to support tourism activities and welcome the visitors. On the other hand, for the
local people who do not get benefits from tourism and find that tourism causes problems. Then,
they tend to express opposition toward tourism and the visitors (Butler, 2006; Murphy, 1985).
Many authors have studied and applied tourist destinations with Butler’s concept. Many
cases have shown that different destinations go on different stages in Butler’s concept. For
instance, Bao and Zhang (as cited in Butler, 2006) had studied on Danxia Mountain, in
Guangdong province, China. This place is one of the scenic spots. It was first very popular
among Chinese tourists in the 1970s. Later, with high demands of tourists, it made tourism at
Danxia Mountain grew rapidly which made the destination experienced in the development
stage. Until in the 1990s, Bao and Zhang (as cited in Butler, 2006) said that a crowd of visitors
had reached the stagnation stage. Next, poor management of the destination caused the
environment of the mountain degraded, and created a negative image of the mountain which
caused a number of visitors declined. Here, it indicated the destination move to the decline
stage. Therefore, in order to rejuvenate tourism at Danxia Mountain. In 1993, the local
government hired tourism experts to solve this problem. Then, a new attraction, Yangyuan
scenic spot, was introduced. Consequently, in 1995, the number of tourists increased which
indicated the rejuvenation stage. From this case study, Bao and Zhang (as cited in Butler,
2006) claimed that Butler’s concept can be used for the tourism planning of an attraction. They
also suggested that once destinations come into the development stage quickly, they will soon
face stagnation and decline if there is lack of destination planning and management (ibid).
Since 1998, Thailand has faced with a global crisis which has affected the number of
international tourists (Annual Report, 2008). As a consequence, the Thai government has paid
more attention to the Thai market and found that domestic tourists were an important source of
economic generation (ibid). Consequently, a new destination was introduced to the Thai people
- Amphawa Floating Market (AFM). The attraction has become popular and many visitors visit
the place which has led to the changes in a community (Danpongsuwan, 2008;
Luekveerawattana, 2006).
UNWTO (1995) defines that “Domestic tourism comprises the activities of residents of
a given country or other area traveling to and staying in places inside that country or other area
but outside their usual environment for not more than one consecutive year for leisure, business
and other purposes”; and “A domestic traveler is any person residing in a country who travels
to a place within the country outside his or her usual environment for a period not exceeding
12 months and whose main purpose of visit is other than the exercise of an activity remunerated
Evrard and Leepreecha (as cited in Winter, Teo, & Chang, 2009) argued that in the past,
the first travelers of Thailand were kings, elites, aristocracies, and administrators. The initial
purpose of their travel was for work and later it became travel for leisure. Later in 1921,
transportation, trains emerged and in the 1980s the airports were introduced, many hotels were
built, and bus trips were introduced. These developments allowed the Thai people to travel
domestically. However, the groups of travelers were Thai urban middle classes (ibid). Evrard
and Leepreecha (as cited in Winter, Teo, & Chang, 2009) claimed that at the end of 1980s,
there were approximately two million Thai domestic tourists traveling to Chiang Mai each
year; Chiang Mai is a northern province of Thailand. This number has remained up to present.
In addition, in 1997, Ghimire (2001, p.116) found that “domestic tourists in Thailand are likely
to travel within the country for the purpose of visiting relatives and friends. The survey from
626 domestic tourists showed that, in 1997, 29% of domestic visitors visit the north-east and
27% of them visit Bangkok”. A reason is that north-east people migrated to Bangkok for
employment, then they established in Bangkok; therefore, these migrants made trips to visit
their home town; from Bangkok to northeast as personal visitation. Besides, Thai domestic
tourists are also likely to travel within the country for business purposes (ibid).
In 1998, Thailand faced a global economic downturn; which pushed the Tourism
Authority of Thailand (TAT) to start the promotion of domestic tourism for Thai people
(Annual Report, 2008). Later, Thailand had faced several crises such as SARs in 2003,
domestic terrorism at the southern part of Thailand and Tsunami disaster in 2004, flu epidemic
in 2007 and 2009, and domestic political issues in 2008 and 2009 which caused a number of
international tourists dropped down. For example, the number of tourists decreased from 10.8
million tourists in 2002 to 10 million tourists in 2003 and 14.58 million tourists in 2008 to
14.15 million tourists in 2009 (ibid). Therefore, to counteract the loss of international tourists
and its revenue, TAT promoted domestic destinations to the Thai people by creating many
promoted the most extraordinary parts of the country. A campaign of ‘Family Fun on One Day
Trip’ promoted in all regions nationwide using the major cities in each region as a hub for all
the promotional activities such as travelling by car to 14 provinces along 20 different routes
(TAT, 2004).
Moreover, an emergent of domestic low cost airlines; Air Asia and Nok Air, in 2004 is
one of factors that made Thai people travel more in domestic. According to Airports of
Thailand Public Company Limited (2010), it showed number of domestic passengers; which
had increased from 2.275 million passengers in 2004 to 9.018 million passengers in 2008. Also,
the airlines offer competitive price and budget promotion. For example, Air Asia offers “Zero
Baht” promotion; excludes tax and fuel charge, for early booking. Next, the development of e-
tourism, such as internet and mobile phones, allows people to make a quick decision to make
a trip as people use this source to find update information for their travel destinations as well
as make a hotel and flight reservation (Annual Report, 2008). Moreover, domestic political
issues led the Thai government to push domestic tourism as the number of international tourists
drop down and release stress for the Thai people; therefore, the government introduced an
income tax credit of up to 15,000 baht (USD 502) for Thais to purchase vacation packages and
hotel stays with association with tour operators and hotels to offer special price (eTurboNews,
2010). Lastly, at present, TAT governor states that “domestic tourism is becoming a mainstay
of the Thai tourism industry” (Travel Weekly Asia, 2010). Overall, a number of domestic trips
in Thailand has continually increased from 51.68 million trips in 1998 to 87 million trips in
2009 with a number of Thai population of 63.52 million people as show in figure 1 (TAT,
district, Samut Songkhram province, central part of Thailand (Samutsongkhram, 2010). This
community is 65 kilometers west of Bangkok; which is the capital city of Thailand. The
Amphawa community is set on low-lying area, and comprises of a main river and small canals
with three types of water surrounded; which are fresh water, brackish water and sea water.
There are three seasons; which are summer, rainy and winter season (ibid). The number of local
population at the Amphawa community is 5,513 people with 1,710 households (DOPA,
2010). An average income is 81,247 baht (USD 2,716) per person per year (ibid). Additionally,
an area of the market is 2,674.94 square meters, with 800 meters long on both sides of the
Amphawa canal (Samutsongkhram, 2010; Silapacharanan, 2008). Most buildings in this area
are one or two-storey wooden houses in traditional Thai style with a gable roof, some of them
Historically, in the 18th century, Amphawa was a town of residence of King Rama I and
a birth place of King Rama II of Chakri dynasty of Thailand (ibid). In 19th century, Amphawa
was one of the largest community centers; where people came for trading and exchanging
construction began to access to this area which was a starting point to change a way of life of
Amphawa people. The change from the use of river to land transport brought young people to
cities for job opportunities. As a consequence, the uses and activities of the Amphawa market
declined and the wooden houses along the canal were abandoned (Samutsongkhram, 2010;
Silapacharanan, 2008). In 2001, the office of Natural Resources and Environmental Policy and
Danish government; who support the fund, had a project to renovate 18 traditional old buildings
(Silapacharanan, 2008). The renovation was completed in 2003 and promoted for domestic
The Amphawa community offers attractions and activities for visitors such as visiting
the AFM which operates from Friday to Sunday between 4.00 pm to 9.00 pm, experiencing
local and traditional way of life by taking a boat along a canal to see local scenery, staying at
a home stay and participating in local cultures such as morning alms, paddling to see orchards,
exchanging knowledge and stories or having a meal with the home stay’s owner, sightseeing
to see glow worm, visiting the Amphawan Chetiyaram temple or exploring a history of
Amphawa, shopping for local product and souvenir, and tasting local food (Samutsongkhram,
2010).
In regard to visitors at the AFM, the study of Luekveerawattana (2006), in 2005, found
that there were 2,500 visitors per day. In 2008, there were 7,017 visitors per day
(Danpongsuwan, 2008). Besides, the survey of Danpongsuwan (2008) showed that most of
visitors visit the AFM had an average age of 32.53 years old. Most of them were 15 to 35 years
old. In addition, the majority of visitors was worker and teenager; including employees,
business owners, students, and others respectively. Most visitors had income below USD 600
per month, around USD 750 and above USD 900 respectively (ibid). Besides, the majority of
visitors came from Bangkok (43%), other provinces in the central of Thailand (38%), abroad
According to Evrard and Leepreecha (as cited in Winter, Teo, & Chang, 2009, p.245) described
that “rural area is seen to be a symbol of an idyllic past (rural-ness is equated with past-ness)
endangered by modernity. Under the influence of an idyllic, traditionalist and nostalgic vision
of the countryside, rural spaces have been reinvented and transformed into appealing visual
and conceptual archetypes which sustain discourses on national identity and history”. Murphy
(1985) also argued that one of reasons that made city people visit a local community in a rural
area because they want to escape from their routine life. Before people make a trip, they usually
know about the place that they are going to visit. Moreover, from a visitor’s background, it
showed that young adults or working class people are a prime travel market. It can be analyzed
that they can afford a trip because of their discretionary income and available time. As the
majority of visitors come from Bangkok and other nearby provinces, it can be analyzed that a
location of the market is another factor that encourages them to make a quick decision to visit
the place, as well as convenient accessibility and public transports which go directly to the
AFM.
Moreover, most visitors; both workers and teenagers, came with a group of friends
(65%), a family (17%), a tour group (12%), alone (2%), and others or government sector (4%)
(Danpongsuwan, 2008). Besides, 35% of total visitors made an over-night trip meanwhile 65%
of them made a day trip. The average time that the day trip visitors spent was around three
hours (ibid). The study of Danpongsuwan (2008) showed that more than half of the visitors
came with a group of friends; therefore, it can be analyzed that these visitors have a social
motivator to visit the place which include social activities (Murphy, 1985). In addition, Pearce
(2005, p.129) suggested that “normally visitors who come with a family or friends do not have
much relationship with a host community. Unlike visitors who come alone have to be braver
to talk to local people”. In addition, the duration of stay is a day trip and an overnight stay.
Here, visitors can spend short time for visiting the AFM. Therefore, it encourages people who
live in nearby provinces or have time for leisure and recreation to visit during the weekend.
that visitors knew people in this area such as friends and cousins who persuaded them to visit
the AFM. Also, the visitors get information of the AFM from television, radio, newspaper,
magazine, billboard, the Tourism Authority of Thailand (TAT)’s public relations, and internet
(ibid). From the research, we can consider that suggestion from friends and relatives have an
influence to persuade people to visit the place as friends and relatives have visited and
experienced the place before; therefore, they tend to believe in this information. In addition,
marketing through a variety of media helps visitors to access the information about the
destination like accommodation, activities, attractions, service and facilities, especially, the
information is available on reliable or quality sources like the TAT’s public relation or travel
magazines. Besides, many previous visitors took photos and posted on websites or blogs with
smiley or happy expression, these can support the information for visitors to visit (Bowen &
Clarke, 2009).
Moreover, from the study of Danpongsuwan (2008), it shows that most visitors who
visited the Amphawa community because they want to visit the AFM (44.35%), the Amphawan
Chetiyaram temple (30.43%), way of life vernacular architecture trail (15.65%), and other
visitors want see glowworms and natural scenery, take photos, taste local food and buy local
Murphy (1985) described that one reason that people travel is because they are curious
for something. Hudman (1980, as cited in Murphy, 1985) argued that “curiosity make people
travel to search for all kinds of experiences in all parts of the world. These people are curious
to seek for something different; to see people, places, cultures, and political systems. One
component of their travel motivation is to see culture in different destinations” (ibid). In
addition, Murphy (1985) argued that visitors are usually attracted by the beauty of the
destination. He added that the beauty can take in many forms such as nature resources, cultural
attributes of local society and its heritage. To apply with these ideas with the Amphawa
community, scenery of local agriculture and way of life, traditional old buildings, the AFM,
and the natural resources provide idyllic settings which make this place beauty and different
from other places, which is why it can attract the visitors. Additionally, food and local product
can be a factor for some Thai visitors as normally Thai visitor behavior like shopping and eating
Thai food (OK Nation, 2009). Overall, these factors persuade the visitors to the AFM and the
community because they need for change, something that they could not find at home or in
Furthermore, Danpongsuwan (2008) found opinions and attitudes of visitors that have
towards the AFM. She found that 78% of visitors complained that the AFM was crowded. In
average, most of them preferred to have at least one person in all radius spaces was 0.92 meter
space between each (Danpongsuwan, 2008). “Overall, the visitors highly satisfied with the
local nature and the AFM. Besides, the visitors perceived moderate satisfaction with
arrangement at the AFM, river traffic, parking spaces, and safety procedures; whereas, their
lowest satisfactions were sidewalk along the canal at the AFM” (ibid). From the study of
Danpongsuwan (2008), most visitors are unhappy with the visitor congestion which leads to
traffic congestion, parking space limitation, and walking space at the AFM. These can be
unexpected experiences and make them feel less enjoyable. However, the visitors satisfied with
local nature. It implies that in visitor’s point of view, they perceive that the natural resource
with a home stay, showed that the visitor preferred to participate in local activities; such as
gardening, cooking, producing local craft rather than only spend a night. From this interview
(Luekveerawattana, 2006), it shows that the visitor is interested in local culture and way of life
of the Amphawa people that is a reason of visiting a community and staying at a local home
stay.
In regard to the local people at Amphawa, Danpongsuwan (2008) found opinions and
attitudes of the local people that have towards the visitors. The result showed that “60% of all
local people; who participate in tourism business at the AFM felt moderately crowded from
tourists, 20% of them highly felt congested, and 20% of them felt rarely congested”
(Danpongsuwan, 2008). “In terms of tourist’s size, 60% of the local people do not mind, and
40% of them prefer to have at least one person in all radius spaces with 0.5 meter. Overall
highest satisfaction of the local people were harmony with nature (100%)” (Danpongsuwan,
2008). “Furthermore, 40% of them felt that the utilization and arrangement of the market, river
traffic, and parking area are moderate” (ibid). This result mainly reflects to visitor congestion.
It can be interpreted that the majority of the local people are not worried about the congestion
because visitors and tourists are their customers; therefore, they would encourage many
customers. If there are fewer customers, they will earn less income. On the contrary, local
people who do not earn benefit from tourism or receive negative impacts from tourism would
feel irritate to tourist congestion. Another possibility can be a crowd of visitors make the local
Moreover, the local people highly satisfy with local nature although there is an issue of
2008). It can be implied that the local nature is value to them and they are proud of their natural
resources. Furthermore, it reflects that overall natural environment at the community is not
local people who were home stay owners. The interview showed that “many Thai visitors
request facilities such as an air condition room, security, and others; whereas Taiwanese and
Japanese asked for warm water and a westerner asked for a personal house as they want to stay
for a month’ (Luekveerawattana, 2006). From this study, different demands from tourists can
lead to several changes. For example, normally, most residents here do not use an air condition
and a water heater (Ruekpornpipat, 2009). It is obvious that tourists bring this technology to
the community. As a consequent, local people want to serve the needs of tourists; therefore,
modern resorts that provide full facilities are built (Luekveerawattana, 2006). Besides, it can
be analyzed that visitors do not know what home stay really offers to the visitors which is why
Since tourism in Amphawa started in 2004, this place has become a source of generating
income. Many facilities were created to serve visitors. Then, a number of visitors have been
increased dramatically; which has led to economic, socio-cultural, and environmental impacts
(Danpongsuwan, 2008; Wanichritta, 2007). These consequences have led to the changes in
lifestyle of the local people and the community in both positive and negative directions.
In terms of economy, Murphy (1985, p.89) “argued that tourism is a business, for both
an individual entrepreneur and a community which acts as host to this activity”. Most
communities desire to have tourism in their area because visitors will bring income to the
community (Tiebout, 1962 as cited in Murphy, 1985). Besides, employment, cash flow, and
infrastructure development are the benefit to both locals and visitors (Williams & Shaw, 1988;
approximately 500 million baht (USD 16.7 million) (Supakitamnuay, 2009). The local
residents, who participate in tourism businesses, earn income from providing home stay
accommodation, retail shops, food shops, and boat services. In fact, there are more non-local
visitors visit the market (Danpongsuwan, 2008). Murphy (1985, p.7) argued “Non-local
visitors are a major economic consideration. Money spent by non-local visitors to an area is
income for that community. If the money was spent by local people it would be redistributed
income and thus not so beneficial to the destination area”. From this argument, in order to
maintain the market to operate for long-term, it is necessary to balance a number of both local
and non-local visitors because any incidents can occur and effect to non-local visitors to visit
the AFM.
Besides, as a result of tourism at the AFM, it has raised a price of land nearby the market
from 800,000 baht (USD 26,729) in 2004 to 1.2 million baht (USD 40,094) per 1,600 square
meters or higher in some private areas (Supakitamnuay, 2009; The Treasury Department,
2008). This high price can be a barrier for some outsiders to make an investment here. It is also
because the market operates only three days which it may not value for the investment. Unlike
local people, they have their main activity which is agriculture and fishery which they work on
it during a week day and do businesses at the AFM during a weekend (Supakitamnuay, 2009).
In contrast, there is a negative impact to local economic which is leakage, for instance,
importing food and beverage from outside community, and hiring employees from other
provinces (Middleton et al., 1998). Under this term, Murphy (1985) argued that if a community
is able to provide enough tourist facilities and services, then they will not need to find sources
from outside. Therefore, all revenue will remain in the community and benefit to local
residents. In this case, most supply is local product; therefore, the local residents do not need
Clipping Online, 2009). Consequently, some portion of income goes to outsiders (ibid).
Tourism also creates socio-cultural impacts. This type of impact includes social and
cultural impacts (Glasson et al., 1995). Social impact concerned with the changes in the day-
to-day quality of life of residents in the tourist destinations. Meanwhile, cultural impact
concerned with changes in traditional ideas and values, norms and identities which results from
tourists (ibid). In general, Wolf (as cited in Glasson et al., 1995) stated that socio-cultural
impacts are ‘people impacts’; which is a result from the interaction between ‘hosts’ and ‘guests/
tourists’.
In general, visitors come to the AFM for leisure and recreation; whereas, the hosts
spend their time to provide service and serve the needs to the visitors. The interaction between
the local people and the visitors mainly occurs when the visitors purchase goods or services
from the local people, and when they face to face and exchange information and ideas (Murphy,
1985). This can be when the visitors stay at a home-stay and have conversation or participate
in a family’s activity. By this way, the visitors tend to have more interaction with the hosts and
have an opportunity to learn the Amphawa people’s lifestyle. Meanwhile, the hosts can
However, an interaction between hosts and guests are not always smooth (Glasson et
al., 1995). Several actions may contribute to difficulties in relationship. For instance, visitors
who come for a day trip may have temporal constraints when they spend long time for finding
a car park or queuing. When this action occurs repeatedly, the hosts will become to feel
irritating. In addition, local residents may also suffer from a loss of sense of place, as their
surroundings are transformed to accommodate the tourists (ibid). In this case, during weekends
at the AFM, a crowd of visitors disturbs local people who want to spend time there. Besides, it
reduces the capability of the host area to provide a good visitor experience as well as decrease
the endearment to the destination and sense of the place (Glasson et al., 1995; Murphy, 1985).
On the other hand, the local residents are proud of their community as non-local visitors
visit their community. It can be implied that their community has value, uniqueness and beauty.
Here, it can be revealed at a local school, the Amphawan School and College. The school builds
awareness of local pride to students (Amphawan School & College, 2010). Furthermore,
tourism development improves quality of life to the local people in terms of local services such
(Samutsongkhram, 2010).
In addition to cultural impact, Murphy (1985) proposed that hosts are confronted with
a comparative wealth, and visitors from different cultures. Therefore, tourism can affect on
changing cultural values and the native languages and customs (ibid). When this action affects
the hosts, it breaks down local values. Referring to the AFM, many visitors come from different
provinces. In fact, different parts of Thailand have different Thai accents, and some provinces
have their local languages. For instance, as most visitors come from Bangkok, they can cause
a local accent fade away because the local people would try to make a clear conversation with
In contrast, if there is no visitor or tourist, culture and traditions may have been lost
completely (Glasson et al., 1995). Additionally, Murphy (1985) argued that one of benefits of
tourism is extend cultural environment and daily life. This can be proven at the Amphawa
community. Before tourism was introduced, the wooden Thai houses in the community were
abandoned because new generation moved to the city for employment. Since there was a
tourism project, these buildings were renovated and have been preserved for the community’s
cultural heritage and for visitors to visit, learn, and experience a history behind them. Besides,
the use of the floating market that had been disappeared, it becomes revival again
(Danpongsuwan, 2008). The Chak Phra festival, a local tradition that had been repealed earlier,
(Samutsongkhram, 2010).
includes air, water, flora and fauna, and landscape (Glasson et al., 1995). Murphy (1985)
argued that tourists are the prime cause of environmental damage. The tourists do not intend to
damage the environment. Most of them come to the place to admire a scene or event (ibid). In
this case, the AFM and the community face with environmental problems which are air
pollution from visitors’ vehicles and motorboats, water pollution from motorboats, noise
pollution from stereos, visitors, and vehicles, and litter pollution from visitors eating from boat
food shop and garbage cans (Danpongsuwan, 2008). Moreover, as a number of visitors
increases, the use of motorboats also increases which causes canal-side erosion (Pollution
Control Department, 2008). As a consequent, it damages plantation along the canal as well as
cork trees by the riverside; which are habitat of glowworms. Then it causes the decreasing in
Using Butler’s concept to illustrate a position of the AFM, it can be analyzed that at the
beginning of tourism in 2004, when the tourism had not been much promoted by public
relations, visitors who came to the AFM knew the place from words of mouth of their friends
and relatives who lived in Samutsongkram province. That time not many places offered home
stay accommodation. Therefore, during this period, the AFM can be placed at the exploration
stage in Butler’s concept. Later, in 2005, when the place was advertised through media by TV
commercial, travel magazine, the Tourism Authority of Thailand’s public relation and web
sites, radio and billboard, local people started to participate in tourism by opening their houses
as a home stay to accommodate tourists. Then, more visitors visited the AFM. In this year,
there were 2,500 visitors with 48 accommodations available for tourists. Here, tourism at the
AFM can be placed in the involvement stage of the Butler’s concept. Later, it is obvious that
tourism activities generate income and bring benefits to local people which mainly from
local people invested in building resorts and opening home stays and shops (Luekveerawattana,
2006). At the same time, more visitors continue to visit the market. Due to these tourism
activities, it can be placed the market at the development stage in the Butler’s concept. Until in
2008, the advertisement of the AFM had continued and a number of visitors had increased to
7,017 visitors per day which was higher than a number of local residents which was 5,513
consolidation stage in Butler’s concept where tourism activities and the number of visitors
continue to increase together. Soon after, the tourism at the AFM had reached at the stagnation
stage. It is not only because of the high number of visitors, but negative social and physical
impacts occur. In addition to the exceeded carrying capacity, an area of the market is 2,674.94
square meters. If the area of the market is divided by 7,017 visitors; therefore, there will be
three people in one square meter. In general, this congestion already created unpleasant
environment to the visitors (Danpongsuwan, 2008). Once, a destination is too crowded, the
visitors are unpleasant, and the AFM loses its sense of place. Besides, the study of
Danpongsuwan (2008) showed that parking areas at the market are able to support 4,450
persons per day. Besides, there are 31 restrooms available at the market which can support
1,860 persons per day. These facts strongly prove that the number of visitors exceeded carrying
capacity.
Moreover, tourism growth has created social conflict among local people. As
mentioned earlier, not all local people participate in tourism at the AFM, and tourism activities
such as loud noise from motorboats at night time, canal-side erosion, and plantation damage,
have disturbed the local residents (Pollution Control Department, 2008). The local people who
benefit and do no benefit from tourism had been discussed about this issue, but there is no
change. As a result, some of these people feel irritated; therefore, they cut down cork trees
along the canal, where are a habitat of glowworms, as to make a barrier for visitors to take
motorboats to see the glowworms. Consequently, this has led to decrease in glowworm
population as the local people have observed that the light from glowworms has been
decreasing (ibid).
Therefore, from this stage, it can be analyzed that tourism at the AFM is still able to
move toward direction C which is the stagnation stage. Firstly, in accordance with visitor
background, as analyzed, Thai visitors like to visit this type of destination, especially with
combination of cost, location, accessibility, time, and season (every weekend). Next, there is
other attraction nearby the AFM such as the Amphawan Chetiyaram temple. Besides, the
limitation of car park, market area, and facility will limit number of visitors. Then, it is a small
chance for tourism to move toward rejuvenation stage. On the contrary, if the tourism
stakeholders do not aware of the local environment, there is a chance for tourism to move to
the decline stage because tourism at the AFM also bases on its natural resources. Other factor
that could affect to a number of visitors is that the Tourism Authority of Thailand is promoting
other community markets in nearby provinces (TAT, 2010). All in all, an opportunity to
tourism impacts at a tourist destination as it is necessary to maintain the destination, the AFM,
the community and its resources, for long-term tourism. Local government participation can
be a hand in terms of providing rules and regulations for limitation in tourism businesses as to
maintain the tourism growth and eliminate the negative impacts and pressure on the destination.
car parks, public transports, and road, can help to limit number of visitors. In other words, this
is a way to stop facilitating the visitors. Also, limitation of number of motorboat services should
take into consideration as to slow down the canal-side erosion. The local government may force
them to limit a number of trips or make rotation for different boat service owners.
tourism management as to sustain local resources and pursue long-term economy and tourism,
for instance, how to sustain the destination, its local culture and environment, how to arrange
a home stay business in the right way, and how to manage waste. Knowledge and education
Conclusion
Domestic tourism has become a trend for tourism in Thailand. The AFM is one of
domestic destinations in Thailand. There are many factors that persuade Thais to visit the place
such as landscape and traditional building scenery, history, culture and way of live, food,
shopping, recreation, socialization, location and accessibility, and price. Different visitors have
different preferences, opinions, and attitudes toward a destination as well as local people have
different aspects toward visitors and tourism. However, the domestic tourism generates both
positive and negative impacts in economic, socio-cultural and physical aspects to the local
community. Consequently, these impacts from tourism activities make the community changes
which are relevant to Butler’s theory. Therefore, it is important for all tourism stakeholders to
aware of their activities and to consider how to preserve and maintain the way of life of local
community.
Acknowledgements
I would like to thank to my parents and aunts that have encouraged my study. Next, I would
like to thank to Dr. David Fisher, a senior lecturer in the Environment, Society and Design
Division, Lincoln University, New Zealand, for being patience to educate me and for all his
contribution throughout my course of study and all guidelines that he suggested. I also would
like to thank to Lhakpa Tenji Lama, my classmate; that spent his time to suggest on my work.
I would like to thank to Shagith Prakash and Thomas K. Philip, my flat-mates; that helped me
to revise my article. Last but not least, I would like to thank to Jetch Virutudomsin, my
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