Introduction
Defining the concept of tourism requires taking into consideration various groups that are involved in it and are affected by the industry. These include the tourist, the business itself, the host community or area, and the government of the host community or area. Taking all these into consideration, tourism can be said to the process, activities, and results emanating from the relationships and interactions among tourists, tourism suppliers, host communities, host governments, and surrounding environments in attracting and hosting of visitors (Minelli & Pattullo, 2012). Tourism therefore consists of a multiplicity of activities, services, and industries that work together to deliver a travel experience: transport, accommodation, food and drink joints, entertainment, shops, activity facilities, as well other hospitality services offered to individuals or groups of people travelling away from home. Thailand is one of the major tourism destinations in the world, with the number of annual tourists arrivals from other countries significantly increasing over the past few decades (Cohen, 2008). The United States is currently the most significant long-haul inbound tourism market for Thailand, and is thus regarded as one the highest-potential growth markets. Japan and Malaysia are considered as most important medium-haul and short-haul inbound tourisms for Thailand respectively.
Chian Rai, a northernmost province of Thailand, is one of the major tourism attractions due to its numerous natural attractions, antiquities, its past civilization evidence, and various hill-tribes with fascinating ways of life (Kanang, 2006). In addition, Chiang Rai is a tourism gateway into Laos and Mynmar. Some notable tourist attractions in Chiang Rai include: Raie Mae Fah Luang (Art and Cultural Park), Doi Tung (revered mountain), Wat Rong Khui (temple), The Golden Triangle, Doi Mae Salong, Wat Phra Kaeo (former home of the Emerald Buddha statue), Kok River, Amphoe Mae Sai, Doi Nang non (‘sleeping woman mountain’), The Hall of Opium, Chiang Saen (ancient town), and Phui Chi Fa (Laws et al, 2011).
Emergence of Destination Development
Chiang Rai province has been inhabited since the 7th century and established as the first capital of Lanna Kingdom in 1262. Since the relocation of the capital to neighboring Chiang Mai province, Chiang Rai had remained off the tourism map for many years. In the recent past, however, Chiang Rai has emerged as a major tourist attraction in Thailand for its pristine natural beauty of the quiet countryside and indigenous culture (Cohen, 2008). The province is currently a center for varied community development projects aimed at helping its rural villagers to develop their tourist attractions while preserving the natural and cultural assets.
The development of Chiang Rai as a tourist destination has been a work in progress aimed at equipping the area with sufficient facilities as well as development of the region socially and economically (Andrews & Siengthai, 2009). The destination development initiative has taken the combined efforts of government agencies; non-governmental organization and civil society organizations; players in the business sector such as travel service providers, restaurants, and hotels; private sector financial and academic institutions, the Media; and the local communities (Hall & Page, 2012).
Restaurant and accommodation facilities such as The Le Meridian Chiang Rai Resort have strived to integrate themselves with the community by offering employment to the locals and help guests to learn customs of the villagers (Ray, 2009). In addition, guests in the resort participate in village tours thus playing a part in responsible tourism development.
Similarly, The Hill Tribe Museum continues to play its part in responsible tourism through sharing of information about tribal cultures and histories in addition to helping tourists know what to anticipate when visiting the villages. The museum also gives advice on how to visit a tribe sensitively without breaking any taboos besides strengthening villages’ pride and correcting stereotypes (Hall & Page, 2012).
The international humanity foundation in collaboration with the tourism association in Thailand has built an orphanage and centre, where tourist volunteers are encouraged to teach English and Computer classes. The tourists are encouraged to interact with the children in the centre.
Stages of development
Every tourism destination goes through the following stages of development: Exploration and discovery, involvement, development, consolidation, stagnation and rejuvenation (Butler, 2006). Chiang Rai was largely unknown compared to its neighboring town of Chiang Mai. For tourists, this was a good thing as they discovered Chiang Rai had abundant natural recourses and that foreign interference had not affected the culture of the people (Kanang, 2006).
The gradual rise of the number of people from other countries visiting Chiang Rai led to the development of many accommodation facilities coming up to cater to the needs of the tourist visiting the region. However, it must be stated that the development of tourism in Chiang Rai has not been a seamless process. Due to its strategic location to the north of Thailand, Chiang Rai was initially designated as an economic gateway to the Greater Mekong Subregional and South Asian (Hall & Page, 2012). The economic and commercial growth of this regions resulted in development of Chiang Rai, but also led to change of its social and physical environment. As investors and visitors from local and peregrine migrated to Chiang Rai to run business or make a living, there were substantial land use changes – from agricultural to residential – that meant a great deal of facility and infrastructure development (Cerina et al, 2010). This had far reaching effects on the province’s natural resources such as forest, natural habits, animal population, and water systems. The number of tourists visiting Chiang Rai has been fluctuating due to the effects of rapid growth, climatic vulnerability caused by storms, deforestation, the poor drainage system of the city resulting in flooding, and increased competition (Andrews & Siengthai, 2009). However, extensive marketing efforts and collaboration between relevant authorities has significantly helped to establish the Chiang Rai as a tourist destination of choice for many visitors around the world.
Approaches to Destination Management
By nature, tourist destinations are dynamic and are always evolving, necessitating a good destination management system (Zeppel, 2006). Destination management entails development planning, marketing, and management. People in Chiang Rai are involved in implementing the vision of the Chiang Rai Municipality in promoting good tourism. The citizens are accommodating towards the visitors enhancing the city’s hospitality (Morgan, 2002). Chiang Rai Association of Tourism is tasked with taking care of advertising tourist attractions and what the city can offer to foreigners. The hotel industry also partakes in marketing the comfortable enticing accommodation it offers at fair prices (Cerina et al, 2010).
` The city boasts of good roads and cycling paths that enhance transport. However, railway transport system is below par. The province is also reputed for its good forms of communication and strong online presence that enables potential tourists to find information on the city’s offerings prior to making the visit (Zeppel, 2006). Chiang Rai can further benefit from sustainable destination management, which will allow tourism to develop in the area and meet present and future needs of the society and visitors.
System of Governance
Chiang Rai is the capital of Chiangwat Chiang Rai. It is governed by the Chiang Rai Municipality, which covers a land area of approximately 60.85 sq km. The urban centre of Chiang Rai Municipality is the economic, business and tourism center of the Gateway of Greater Mekong Sub-region (GMS). The municipality pursues the vision “Livable Chiang Rai City.” This has proved challenging to the mayor, executive as well as the municipal staffs in developing their own city. This is due to the geography of the city as a gateway that permits rapid economic growth which consequently impacts on the social and environment.
Thailand follows a capitalist market systems, with commitment to free trade. The government is responsible for providing the necessary infrastructure while the private sector contributes to the rest of the economy. The country has experienced consistent economic growth along with rising living standards in the recent past due its development strategy of maintaining a fixed exchange rate between the dollar and its own currency, the baht.
Research undertakings/application of research
Research is undertaken to identify the potential benefits and revenue in comparison to the capital invested in making the destination a good tourism area. Market research is undertaken to identify targeted customer needs in terms of attractions and intangible experiences. The Tourism Authority of Thailand has identified areas that attract tourists. One of the main niche markets identified in Chiang Rai province is Rock climbing in Boomerang Rock Climbing Park. Tourists are attracted to this activity due to the thrill experienced (Steven, 2008).
Market research has also revealed that people tend to visit areas that are considered exotic and uninfluenced by modernity. Therefore the Chiang Rai Tourism Association is promoting the Hilltribe villages and advertising tours to the villages.
Market research has also been carried out in Chiang Rai to identify the impact of tourism in the area and how an influx in the number of tourist will affect the area. The research has revealed that the city will experience rapid growth. To minimize the negative impact of this growth, the Chiang Rai Municipality has teamed up with the Urban Planning Department to provide manage such challenges.
Tourism Policy & Planning
Planning involves adoption of long term goals and deployment of resources that will enable the destination to effectively function in the future. Chiang Rai has adopted five approaches to tourism planning: booterism, economic, physical, community based and sustainable tourism (Dredge & Jenkins, 2011). Booterism focuses on economic growth above all other and financial gains. Economic planning involves making tourism an export industry in that it is able to cure economic fails. Physical planning integrates cultural and social issues within an ecology approach. Community-based planning focuses on the success of the community within that particular destination. Finally, Sustainable tourism planning will involve planning for the long-term future (Seth & Bhat, 2008).
Policy change
There has been a change in policy in Chiang Rai due to the rapid deterioration of resources as the number of tourists who flock to the region increase. A project has been launched to counter the rapid deterioration of resources. It includes the following changes:
• Changing of policy: Traditionally, Chiang Rai Municipality focuses on developing the city as a linkage to Mekong Region devoid of clear obligation to environmental protection . The new policy envisions to development Chiang Rai as a “Livable city focusing on good environment, in line with Buddhist way of life, and the well-being of the locals, and get ready for ASEEAN Economic Community (AEC) in 2015”.
• Change in strategy: one of the 7 development of the above vision is to make Chiang Rai into a low carbon city, with focus of CO2 mitigation and adaptation to address climate change issue through conservation of the city’s ecosystems and biodiversity. It also involves preparedness and contingency planning against natural disasters.
• Change in the administrator’s perspective and process of urban development: In realization of the better value of “sense of ownership” and “sustainability,” the municipality has become only a facilitator of the project.
• Change in budget allocation: the Chiang Rai Municipality has incorporated the project into its 3-year local-development plan, to which it has allocate sufficient budget for implementation.
• Change in community strength: there has been increased public participation in several activities as well as educational institutions and agencies.
Stakeholders
Some of the stakeholders in the tourism industry are tourism associations, tourism operators, travel associations, and the local community. The Thailand Tourism promotes Chiang Rai as a tourist destination. The Pacific Asia Travel Association Chiang Rai, whose operators include restaurants and accommodation facilities, enhances sustainable growth, value and quality of travel to and from the region. The local community benefits from tourism through selling their wares to tourist (Dredge & Jenkins, 2011). Also, some of them are trained as tour guides by the Mirror Cultural Arts Centre. All these stakeholder groups are responsible for sustainable tourism development in Chiang Rai.
Forms of Tourism
Leisure tourism is the major form of tourism in Chiang Rai because the large percentage of tourists often flock to the city to visit places of interest like The King Mengrai, The Great Memorial, the Kok River, the Lanna museum, the Hill tribe Museum, waterfalls, hot springs and the temples. For adventure, tourists engage in rock climbing activities.
To learn more about the people and the cultural, trekking tours to the Hill tribe villages are available. The Hill tribe Museum and Educational Centre displays housing styles, tools used by the tribes. The Cultural Hall Museum is also an important place to visit to learn more about the culture of the surrounding tribes and find pre historic tools and costumes.
The city of Chiang Rai has a number of Temples and churches. These buildings are an architecture marvel for architecture enthusiasts. Many of the temples are old but there is a unique modern temple build in the year 1998 and still under construction. The churches and the temple are open to both locals and tourists, some of which are still used as religious places of worship.
For those interested in a bit of sporting activities, there are a couple of high-class golf courses to the East of the town.
A visit to the town is not complete without a visit to the Night Bazaar – a night market that provides tourists with a pleasant outdoor shopping experience. At the centre of the market, there is an open-air food court. Tourists can also be entertained by music and dance performances. Prices for products are fair and tourists can get anything from readymade garments to gold coins at affordable prices.
Application of sustainability indicators (social, economic, & environmental)
Social sustainability in Chiang Rai is achieved by getting the community involved in conservation efforts and providing scholarships to Hill tribe students to purse higher education. The scholarships are funded through donations made to the Hill tribe Museum in the city. Volunteerism is encouraged in Chiang Rai, where tourist volunteers teach English, math and computer classes to the Hill tribe children. Below the Hill Tribe Museum and Cultural Centre, there is a Cabbage and Condoms restaurant whose profits go to support family planning and sex Education of the community.
Economic sustainability for the communities in Chiang Rai is through their employment – most of the guides to tourists is local people. Majority of the people living around the city are farmers and traders. To be able to achieve economic sustainability through the volunteer projects, residents are trained on how to generate extra income from tourism from such ventures as selling local plants and offering home-stays to tourists.
Growing of Opium in the forestland was practiced by the hill tribe villagers. However, through education, the community was taught on environmental conservation and discouraged from growing of Opium in forests for environmental sustainability. Farm ken in Chiang Rai ensures that the community is educated on renewable sources of energy and conservation of the environment. One of the projects that achieve environmental sustainability is the solar energy project. Sustainable indicators ensure greater public accountability, identification of emerging risk and their prevention, better decision-making and lower costs.
Competition and collaboration
For every destination, there is a competitor hence a destinations performance gauged against a similar destination offering the same products. The main international competitors to Chiang Rai tourism industry are Singapore, Vietnam, and Cambodia. People who have been to the country a number of times want a different experience. In order to stay ahead of the competition, the industry players have to be aware of new up and coming destinations and their relative price and quality. To remain relevant in an already crowded market, the Tourism Authority Thailand should give incentive to fly into Thailand same as Singapore which is a leading competitor.
Regionally, competition to Chiang Rai is from Chiang Mai. To increase the number of tourist who flock to Chiang Rai, prices of accommodation facilities should be competitive. Chiang Rai should also adopt artificial attractions e.g. the night market similar to Chiang Mai.
In order to improve sustainability in the tourism industry, stakeholders in the industry have to collaborate with each other. Collaboration is a three-phase process that involves problem identification, agreements between stakeholders, and implementation of the chosen course. In Chiang Rai collaboration to promote tourism is between the Chiang Rai municipality, Chiang Rai tourism Association and Urban Planning Department.
Destination Marketing
In order to attract a share of the global tourism market, it is important for a destination to establish a recognized position and brand image in the market. Marketing of a destination involves branding of the destination. As such, Chiang Rai has to have solid understanding of the target tourist if it is to be a successful brand. A good destination has different experiences and products to offer, each of which will appeal to different market (Morgan, 2002). Destination marketing involves ensuring that there are consistent cost and fair pricing in all its tours, and differentiation of self from other destination.
Another destination-marketing tool is e-marketing, which is done through websites, blogs, discussion forums, and travel clubs online. Chiang Rai can target high-end groups in places like Japan, United States to visit the destination. Considering that the country image of Thailand is suffering from adverse publicity, strong credible print and publicity branding can be adopted to mitigate this.
Tourism Trends
Demographics trends: emergence of more people involved in health tourism; youths are having more money to spend hence creating more opportunities in adventure tourism; and people are shying away from packaged tours and going for independent travels (Williams, 2009).
Environmental trends: people are becoming more environmental conscious hence more tourists are going to destinations that are more environmental friendly. They are also doing their best to be eco- friendly.
Transport trends: Destinations not easily accessible by a mode of transport are suffering. Governments are responding by investing heavily in infrastructure development to improve accessibility to the destinations (Rhoden, 2011).
Marketing Trends: Potential tourists are seeking advice from other people through the internet. Marketing messages based on experience of people in the destination are becoming more influential on tourists’ travel decisions.
Challenges that Face Tourism
Growth in the tourism sector will bring pressure into towns and cities and cultural heritages because increase in traffic increases pressure on social amenities (Romanos & Auffrey, 2002). There is also the insecurity challenge due to an increase in gangs and kidnappers targeting tourists. Thailand is generally politically unstable. Continued unrest in the south could lead to spread of the unrest to the northern part where Chiang Rai is located (Rhoden, 2011). This will lead to decline in the number of tourists as their fears of insecurity escalate.
To overcome these challenges, there is need to encourage visitors to spend toward the informal sectors. Also, the people employed in the tourist industry need to paid well and motivated to render quality services to tourists. Climate change is also a major challenge to the tourism industry as temperature and rain affect the appeal of destination areas of the world depending on the origin of tourists. (WHO and UNEP, 2005).
Infrastructure in the region of Chiang Rai is relatively poor, which makes the region not easily accessible to tourists. The only way to access the region is by road or water transport (Williams, 2009). To counter this, the relevant bodies should invest on other forms of transport such as construction of a modern rail line in the region.
Inflation in the prices of crude oil leads to airlines is also a major challenge to the tourism industry as it increases the price of air tickets and reduces the number of tourists to the destinations.
Conclusion
Tourism is a major source of revenue for the Chiang Rai province. The Thailand government and the Chai Rai Municipality are the main players in making the province as a tourist destination of choice for both local and domestic tourists. Responsible tourism will ensure that tourism in the destination will be economical in the end and will attract people to the area.
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