Publication Code: Y92G
by Akin Rabibhadana
Culture is a set of rules and relationships that governs society. It is often expressed in the form of religion, rites and rituals. In sofar as these forms are packaged as a commodity which is used to attract tourism, it can be said that tourism influences a society deeply because it can alter these rules and relationships. This can be detected in the expression of cultural values through rituals and festivals.
The Bun Bang-fai or Skyrocket Festival of the Northeast is a case in point. Thus far this festival has attracted minimal accusation that tourism has disrupted it. But this should not because for a lack of concern. Case research has found that this festival has undergone a long period of change and transformation. From a local custom at the village level, it was transformed into a regional affair involving provincial-level officials from the central government, and it has now been promoted as a major Northeast tourist attraction.
The paper advances to sets of arguments. First, the promotion of cultural events in this fashion can deprive culture from the local communities who have invented and nurtured these practices for generations. Second, culture will continually change as the society and the underlying beliefs of its people change. Tourism may be just one factor contributing to change. Tourism in itself neither harms nor helps to culture. It is how we deal with tourism which matters.
It is here that the case study provides concrete policy implications. On the one hand, if everything possible is done to modify culture, change it, and make it spectacular for tourists, then Thailand could damage its cultural heritage. Case research has found that educated officials in the towns are often more willing to do this than the local people are. Bangkok-trained officials often do not have a genuine appreciation for local cultures. This is dangerous, for it implies that Bangkok officials sent to the provinces may not be inhibited from pachaging and selling local cultures in exchange for income from tourism.
On the other hand, the study suggests there are ways by which Thailand could make tourism beneficial to the preservation of local cultures. When cultural items are selected as tourist attractions, it makes the local population proud. Tourism could be used as and instrument for the preservation f that pride and the maintenance of Thailand's diverse cultural heritage. To do so we must not change our culture to suit the tastes and likings of tourists only. We must invite tourists to appreciate our culture and help preserve and admire it.
November 1992