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Volume 5 Number 1, January-June 2017

1

STRENGTHENING HUMAN CAPITAL COMPETENCE

FOR TOURISM INDUSTRY IN UPPER NORTHERN

THAILAND TOWARDS ASEAN ECONOMIC

COMMUNITY

Associate Professor Dr. Makha Khittasangka,

Mr. Komin Wang-On,

Mrs. Natthida Jumpa,

Mr. Phithak Ratanasaengsawang,

Miss Penpak Chainurak,

International College of Mekong Region,

Chiang Rai Rajabhat University, Thailand.

ABSTRACT

The research aimed to investi-

gate and analyze the potential areas in

the upper northern part of Thailand

with particular emphasis on the study

of cultural tourism in the perspectives

of integrated Lanna culture, and

along with the study of local wisdom

linked to cultural tourism. The study

content was based on the skills and

practical standard of the personnel

working in the tourism industry, the

formulation of the strategic plan in

building competency of the personnel

as considerably human capital, the

proposed policy implications for

value added in accordance with the

formation of the tourism groups as a

result of ASEAN Economic

Community establishment. The

purposively selected sampling has

been categorized into 3 groups; (1)

tourism administrator and staff, (2)

tourism service provider and tourism

administrative committee, (3) acade-

mic scholar and researcher, these

sampling population groups working

in 8 provinces of upper northern

Thailand, namely; Chiangrai,

Chiangmai, Mae Hong Son, Phrae,

Nan, Lampang, Lampoon, and,

Phayao. Within the sampling

population, there were two areas to

investigate into Lanna culture

identity; (1) physical culture, (2)

indigenous wisdom linked to cultural

tourism. The total study areas were

32 tourism destinations. Statistical

used for proving reliable evidences

were mean, and standard deviation.

The study has revealed that

high competency was found in

cultural tourism on perspectives of

integrated Lanna culture both

physical and indigenous wisdom

linked to cultural tourism. The

sampling groups as represented

identity of Lanna culture were

assessed according to the standard

and quality of tourism destination

which found at the high potential


2

level. It has implied the ability to

respond to the market demand of the

tourists from ASEAN Economic

Community was sufficient, in the

meantime, the competency building

on human capital of the tourism

personnel has been potentially

fulfilled by the tourism agencies at all

levels. While formulation of the

strategic plan in building human

capital for tourism personnel was

found the necessity to seek

collaboration among the Allied

Tourism Organizations by ways of

looking into the improvement of

organizational structure as well as to

propose the national level on the

value added plan to increase the

country revenue from tourism sector.

Above all, the Allied Tourism

Organizations should set up the

tourism networks among countries in

ASEAN Economic Community.

KEYWORDS

Human capital competence, Tourism

industry, Northern Thailand, AEC

INTRODUCTION

According to World Eco-

nomic Forum Report (2012) as

authored by Thierry Geiger that the

travel and tourism (T&T) sector has

become an important driver of

growth and prosperity for many

countries. It is estimated that T&T

sector account for about 9 percent of

GDP and employment worldwide.

Yet, despite its economic weight and

the many benefits it provides,

numerous obstacles hinder its

development, including in countries

of the Association of Southeast Asian

Nations (ASEAN).

By 2015, ASEAN member

countries aim to establish the

ASEAN Economic Community

(AEC), a security, economic, and

socio-cultural community of over 600

million people that should by then

account for almost 5 percent of the

world GDP. ASEAN leaders have

long been recognized the vital role

T&T can play in realizing their

vision.

The potential for developing

the T&T sector is enormous. The

Southeast Asia region may have

many assets to lure the visitor. It

boasts some of the world‟s most

spectacular landscapes and attraction,

vast ecosystems with stunning

wildlife, and rich culture and history.

There exists a long tourism tradition

in parts of the region. The T&T

sector is estimate to account for 4.6

percent of ASEAN GDP and 10.9

percent when taking into account all

indirect contributions. It directly

employs 9.3 million people, or 3.2

percent of total employment, and

indirect support 25 million jobs.

(Thierry Geiger, 2012)

Lunached in 2007 the World

Economic Forum‟s Travel and

Tourism Competitiveness Index

(TTCI) aims to identify and measure

the obstacles to and enablers of, T&T

development. The present study

analyzes the performance of eight

member countries of the ASEAN in

the TTCI as shown in Table 1, from

Thierry Geiger, 2012)


3

As appeared in Table 1 has

indicated that tourism performance is

mixed, however. The sector is well

developed in some countries and only

nascent in others. Malaysia is one of

the world‟s top 10 destinations, with

about 25 million visitors per year,

while the Philippines, despite its

much larger population, attracts six

times fewer. Thanks to the region‟s

strategic location, cultural and natural

heritage, diversity, tradition of

tourism, and political will, T&T in

ASEAN holds great potential. The

assessment of ASEAN member

countries in the TTCI 2011 draws a

mixed picture of the region.

Singapore (10 th), Malaysia (35 th),

Thailand (41 th), Brunei Darussalam

(67 th), Indonesia (74 th), Vietnam

(80 th), the Philippines (94 th), and

Cambodia (109 th) span almost the

entire range of the 139 economies

cover by the TTCI.

Table 1. Selected tourism and economic indicators for ASEAN members,

2011.

Sources: World Economic Forum; UNWTO 2012; IMF, World Economic Outlook

(April 2012); and authors‟ calculations.

Figure 1. The TTCI framework.

(Sources: The ASEAN Travel & Tourism Competitiveness, 2012)


4

Measuring travel and tourism

competitiveness

The TTCI is a comprehensive

index that aims to measure the factors

and policies that make it attractive to

develop the T&T sector in different

countries. The TTCI cover three

broad categories that facilitate or

drive T&T competitiveness. These

categories are presented as three sub-

indexes: The following Figure 1. The

TTCI Framework cited from The

ASEAN Travel & Tourism Competi-

tiveness Report 2012:3.

By 2015, ASEAN will

provide an increasing number of

visitors to the region with authentic

and diverse products, enhanced

connectivity, a safe and secure

environment, increasing quality of

service, while ensuring and increased

quality of life and opportunities to

residents through responsible and

sustainable tourism development.

The strategic plan identifies

three strategic goals: (1) developing

experiential innovative regional

products and creative marketing and

investment strategies; (2) increasing

the quality of human resources,

services, and facilities in the region;

and (3) enhancing and accelerating

travel facilitation and ASEAN

connectivity. (ASEAN Secretariat

2011)

Why Human Capital Com-

petence for Tourism in Upper

Northern Thailand towards

ASEAN Economic Community is

Important?

Modern conceptualizations

of sustainable, including tourism,

argue that development initiatives

should originates from the

communities that will be most

affected by them. Thus control of the

resources involved and the instigation

of new tourism development

initiatives need to rest in the hands of

the destination communities them-

selves.

Timothy (2007) determined

four degrees of empowerment that

reflect destination communities in the

developing world.

(1) Political empowerment

exists when development problem

ownership and the benefit of tourism

are located squarely in the hand of

the destination communities.

(2) Social development is

particularly important for societies in

which social hierarchy exists based

on caste or ethnicity. Today native

wisdom is believed to be an

important tools for finding solutions

for less-sustainable use of resources

(Briassoulis 2002, Khan 1997).

(3) Psychological empower-

ment is similar to social empower-

ment in that community grows when

indigenous knowledge is utilized, and

it can help communities appreciate

and respect their own heritage more

frofoundly (Timothy 2007).

(4) Economic empowerment

is evident as tourism begins to

produce true economic benefit for

destination residents (Scheyvens

1999). Jobs are created and income is

received and shared.


5

Human capital is the stock

of competencies, knowledge, habits,

social and personality attributes,

including creativity, cognitive

abilities, embodied in the ability to

perform labor so as to produce

economic value.

Human capital is the stock of

competencies, knowledge, habits,

social and personality attributes,

including creativity, cognitive

abilities, embodied in the ability to

perform labor so as to produce

economic value.

Competence, ability, skills

or knowledge? Often the term

“knowledge” is used. “Competence”

is broader and includes cognitive

ability and further abilities like motor

skills and artistic abilities. The

broader terms “competence” and

“ability” are interchangeable.

The provision of products or

services relies on the completion of a

number of tasks. Collectively, these

tasks form „jobs‟. Job analysis is the

systemic process of examining jobs

and obtaining detailed information

about them. It involves evaluating the

tasks, duties, and responsibilities

associated with a job and assessing

the knowledge, skills and abilities

required to perform the job

adequately. Stone (2008:153) notes

that job analysis „focus on the job

content, the job requirement and the

job context. It identifies what

employee are expected to do. The

purpose of job analysis is to gather

information for the other Human

Resource Management (HRM)

activities such as development of job

description and job specifications, job

design, HRM planning, recruitment,

selection, training, appraisal and

compensation.

The fundamental information

gained from job analysis consists of

two types: job description and job

specifications. DeCiere and Krammer

(2006):179) describes a job

description as an inventory of “the

task, duties and responsibilities

(TDRs) that a job entails‟. This leads

to the realities that performing a job

satisfactorily involves more than just

fulfilling the requirements of a job

description. Jobs require individual to

possess specific knowledge, skills,

abilities and other personal

characteristics. These are generally

contained in job specifications. Job

specifications are the human attribute

or human capital of the job. They

form an inventory of the knowledge,

skills, abilities, personal charac-

teristics and formal qualification,

which an individual must possess in

order to perform the job

satisfactorily. This is particularly

pertinent to the tourism and

hospitality industry because the

individual qualities of employees

contribute to the success of an

organization (Goldsmith et al., 1997:

Lee-Ross & Pryce, 2004; Mahesh,

1998; Schneider & Bowen, 1995). Of

interest is Mahesh‟s (1988:10)

comment:

the customer‟s perception of

service quality is more directly linked

to the morale, motivation, know-

ledge, skills and authority of front

line staff who are in direct contact


6

with customers, than in the case of a

product selling organization.

Hence, human capital is a

key consideration for service

industries. The information collated

into job descriptions and job

specifications is useful in the

development of selection criteria,

recruitment process, selection

techniques (personality tests),

interview questions, and criteria

performance management and

appraisal. Such benchmarks ensure

adherence to equal employment

opportunities requirements.

Strengthening Human Capital

Competence for Tourism

Industry in Upper Northern

Thailand Required to Establish

Standardization?

The upper northern Thailand

is consisted of 8 provinces:

Chiangmai, Chiangrai, Lampoon,

Phayao, Lampang, Phrae, Nan and

Mae Hong Son. These provinces are

rich in cultural resources which is

well known as “Lanna Culture”

specifically terminology familiarized

in northern Thailand which

comprising historical properties,

artifacts, archaeological sites and

ancient structures and moreover, non

– physical resources such as way of

life, standard of practice, value,

belief, religion and pattern of

interaction.

Although the tourism

industry could benefit from better

informed customers. Furthermore

standards are of value to those

developing tourism and travel

standards. There exist few

standardized large platforms which

lack an appropriate mapping of the

existing structure to robust semantic

descriptions. Standardizing the main

protocols and ontologies is needed

but the complexity is too high. So it

is impossible to create a meta

standard of the tourism industry.

The overall understanding

on ASEAN tourism industry, there

are opportunities that ASEAN aims

to leverage on taking an influencing

role in regional partnership and

setting of ASEAN Economic

Community in 2015. In order

ASEAN tourism to be successful, the

researchers had made an attempt to

assess the standard of the cultural

tourism sites of Lanna culture and

indigenous wisdom in 8 upper

northern provinces in Thailand.

RESEARCH OBJECTIVES

(1) To investigate and

analyze the potential areas in the

upper northern part of Thailand with

particular emphasis on cultural

tourism in the perspectives of

integrated Lanna culture and

indigenous wisdom linked to cultural

tourism.

(2) To study skills and

practical standard of the personnel

involved in Lanna culture and

tourism based on indigenous wisdom.

(3) To establish human

capital building strategy involved in

Lanna culture and tourism based on

indigenous wisdom.

(4) To propose planning

policy to increase tourism value

added of the country as well as


7

tourism development plan in

collaboration of tourism of ASEAN

Economic Community.

RESEARCH METHODOLOGY

Scope of the study

(1) The Study Content was based on the skills and practical

standard of the personnel working in

the tourism industry, the formulation

of the strategic plan in building

competency of the personnel as

considerably human capital, the

proposed policy implications for

value added in accordance with the

formation of the tourism groups as a

result of ASEAN Economic Com-

munity establishment

The Scope of the Study

content was divided into two types

of tourism destination; (1) Physical

and cultural objects as integrated into

Lanna cultural identity, and, (2)

Indigenous wisdom, each type

consists of 16 tourism destinations,

total 32 tourist destination sites which

required to be evaluated the operation

quality standard by the expert

groups.

There were three types of

tourism standard to be evaluated

according to types of the tourism

destination as categorized in the

following:

Standard One: Potential to enhance

tourism attractiveness which consis-

ting 2 components;

Component I. Value on art and

culture with 7 indicators;

Indicator 1. Identity on way of life,

wisdom and knowledge

Indicator 2. Transferable culture and

tradition

Indicator 3. Beautifulness of art and

culture

Indicator 4. Ability to transfer

wisdom and knowledge with

continuity

Indicator 5. Historical, cultural and

traditional trace back

Indicator 6. Tying to locality

Indicator 7. Strengthening in keeping

identity

Component II. Potential in physical

tourism destination and arrange-

ment of tourism activity, with 3

indicators;

Indicator 1. Access to tourism

destination

Indicator 2. Tourism safety

Indicator 3. Various tourism activity

Standard Two: Potential in

managing the carrying capacity

consisting 2 components;

Component I. Potential in facili-

tation of basic amenities, with 1

indicator

Indicator 1. Potential in facilitating

the basic amenities consisting 3 sub-

indicators;

(1.1) Having complete basic

facilities such as toilet, pave way,

sign board, light post, food and

restaurant and souvenir shop,

(1.2) Having officers or tourist

guide to explain about the place in

case there ia a collection of entrance

fee,


8

(1.3) Having document, leaflet or

VDO room to introduce and pro-

viding the information about the

tourism site

Component II. Potential in tourism

development extract from the

external factor, with 1 indicator

Indicator 1. Potential in tourism

development extract from the

external factor

Standard Three: Management of

cultural tourism destination consis-

ting 2 components;

Component I. Managing conser-

vation of tourism destination, with

3 indicators;

Indicator 1. Management of

maintenance and revitalization of

tourism destination

Indicator 2. Management of benefit

from area use

Indicator 3. Management in

following up and evaluating changes

as caused by tourism

Component II. Management of

tourism activities, with 5 indi-

cators;

Indicator 1. Management of service

and utilities provided to the tourist

Indicator 2. Management of tourism

activities

Indicator 3. Management in

provision of knowledge and

consciousness raising

Indicator 4. Participation of locality

in tourism management

Indicator 5. The community earning

an income

(2) The Study Areas

possess the richness of Lanna culture

in Upper Northern Culture of

Thailand which consisting 8

provinces; Chiangmai, Chiangrai,

Lampoon, Phrayao, Lampang,

Phrae, Nan and Mae Hong Son.

These provinces were considered to

be promoted as the attractive sites for

cultural tourism. The following table

has delineated the study areas which

was distributed in each province

according to classification of 2 types

tourist destination.

(3) Population and

Sampling. The purposive sampling

of the expert group which has been

categorized into 3 groups; (1) tourism

administrator and officer comprising

64 persons, (2) tourism service

provider and tourism administrative

committee comprising 64 persons,

and, (3) educator and researcher

comprising 160 persons. All expert

groups had assessed the 3 standard

forms as has been mentioned above.

The purposively selected

sampling has been categorized into 3

groups(1) tourism administrator and

officer, (2) tourism service provider

and tourism administrative

committee, and, (3) educator and

researcher, these sampling population

groups working in the study areas of

8 provinces of upper northern

Thailand, namely; Chiangrai,

Chiangmai, Mae Hong Son, Phrae,

Nan, Lampang, Lampoon, and,

Phayao. Within the sampling

population, there were two areas to

investigate into Lanna culture

identity; (1) physical culture, (2) local


9

wisdom linked to cultural tourism.

The total study areas were 32 tourism

destinations. Statistical use for

proving reliable evidences were mean

and standard deviation.

Provincial Area Lanna Culture Indigenous Wisdom

1. Chiangmai Wat Jedi Luang Woraviharn,

Wat Chiang Man

Doi Pui Village, Mae

Jam Cloth Weaving

Center

2. Chiangrai Wat Phra Jedi Luang, Wat

Phra Tart Phangao

Sri Don Chai Handicraft

Center Tai Lue Cloth

Weaving, Mae Sruay

Doi Chang Tea Product

3. Lampoon Wat Phra Tart Haripunchai,

Wat Jammathevi

Nong Bua Village Tai

Yong Ethnic Wood

Carving, Don Luang

Village Hand Cloth

Weaving

4. Phayao Wat Sri Komkham, Wat

Tilokaram

Tart Sobvan Village Tai

Lue Cloth Weaving, San

Pamuang Village

Hyacinth Weaving

Product

5. Lampang Wat Phra Tart Lampang

Luang, Wat Pongsanuk

Mae Hang Village Karen

Cloth Weaving,

Thanabordee Ceramic

Musuem

6. Phrae Wat Phra Tartchohae, Wat

Luang

Toong Hong Community

Traditional Dyed Cloth,

Huadong-Donmoon

Furniture Enterprise

7. Nan Wat Phra Tart Chaehang,

Wat Phumin

Nong Bua Village Tai

Lue Cloth Weaving

Design Production and

Sale Center, Chompoo

Puka Silver Work

Handicraft Center

8. Mae Hong Son Wat Jong Klang – Wat Jong

Kham, Wat Hua Wiang

Muang Pon Village

Home Stay Tourism,

Mae Lana Village Home

Stay Tourism


10

RESULTS AND DISCUSSION

The results of the research can

be described according to the

research objectives as appeared in

the following.

Objective 1. To investigate

and analyze the potential areas in

the upper northern part of

Thailand with particular emphasis

on the study of cultural tourism in

the perspectives of integrated

Lanna culture and indigenous

wisdom.

The situation of Lanna

cultural tourism in upper northern

Thailand was found rather high

competency especially on physical

cultural tourism in particular temples,

ancient archeological sites which

indicated civilization of Lanna

culture. This has interpreted in the

structure of Jedi and Buddha image.

The foreign tourists had always

admired and in the meantime had

paid more attention in studying

Lanna architectural environment in

the form of sculpture, wall painting

inside the temple. Some Buddhist

tourists have an attachment for

respect to these sacred sites. Some

temples are quite to be a place for

study Lanna history and civilization

had established museums which

exhibiting the ancient and rare

objects.

The situation on tourism

based on indigenous wisdom had

found evolution of cultural heritage

transmission in basketry, weaving,

thread tying, sculpture as well as way

of life which has instilled maintaining

ethnic identity. On the other hand, the

local community has developed

indigenous wisdom into several

processed products which is

beneficial for use and has produced

beautiful quality for household

decoration or for clothing purpose.

The potentiality of the two

types of tourism destination; Lanna

cultural tourism and tourism based on

indigenous wisdom were approved by

all levels of policy makers and

including technical officers involved

in policy and planning and tourism

operation.

Objective 2. To study skills

and practical standard of the

personnel involved in Lanna

culture and tourism based on local

wisdom.

The situations of Lanna

cultural tourism in upper northern

Thailand had found skills and

standards of operation of the physical

sites of integrated with Lanna cultural

tourism, especially the leadership

competency of the Abbot and monk

staff which performed administering

monastery activities through

managerial system of the temples.

The tourist guides had taken the

tourist in group to visit around the

temples, for general public can visit

temples individually or in a small

group to pay a respect to the Buddha

image inside the temple, walking

around to admire the beauty of the

wall painting, door and window or

traditional sculpture decoration of the

temple roof front.


11

The tourism based on

indigenous wisdom found application

of the local wisdom for making

household products and the

community had promoted into

community enterprises for generating

an income. The tourists had visited

the products sold such as the weaving

village, wooden sculpture village or

the silverware museum which had

been organized by the ethnic group in

making necklace, ring, belt to replica

of traditional ornament style. In some

community has still maintained an

identity as a way of life by

established the Home Stay to accept

the tourist to spend a living as family

with the house owner.

Skills and standards of

operation had depended on the

individual competency and

experience. At any rate, skills and

competency of the two types of the

cultural tourism had been supported

by the Tourism Development

Committee that had initiated

revitalization of traditional art in

forming into wooden sculpture

village at provincial and local levels.

Objective 2 was consisted

three types of tourism standard to

be evaluated according to types of

the tourism destination as catego-

rized in the following:

Standard One: Potential to

enhance tourism attractiveness,


managing the carrying capacity,

Standard Three: Manage-

ment of cultural tourism destination,

The following Table 2.

below has shown an evaluation of


tourism attractiveness which

consisting 2 components that the

researchers had selected Component

I. on identity, ways of life, local

wisdom and body of knowledge as

has been evaluated by the expert

groups; tourism administrator and

officer, tourism service provider and

tourism administrator, scholar and

researcher by investigating in 2

different tourism sites of each 16

tourism destination; Lanna Culture

and Indigenous /local wisdom, total

32 sites. The selected Indicator I. was

consisted of 3 sub- indicators;

(1.1) To create the learning

value which enabling to compare

with basic conventional experience,

(1.2) To be able to increase

tourism value for increment of

various tourism activities in the

future,

(1.3) To represent the

community identity at local,

provincial and regional levels which

enabling to communicate with the

visitors.

Table 2 revealed that


tourism effectiveness in upper

northern Thailand with Component I

on the selected Indicator I “Identity

on way of life, wisdom and

knowledge”, which comprising

Indicator 1.1, Indicator 1.2, Indicator

1.3. Table 2 has shown the following

findings.

(1) Lanna cultural tourism

by an evaluation of the expert groups


12

found Indicator 1.3 and 1.2 had very

high potential ( = 4.75, 4.61),

Indicator 1.1 had indicated high

potential ( = 4.52), respectively..

(2) Tourism based on

indigenous wisdom, it was found by

an evaluation of the expert groups on

16 tourism destination sites had

indicated Indicator 1.3 had very high

potential ( = 4.78), as well as

Indicator 1.2 and 1.3 were evaluated

which found very high potential ( =

4.71, 4.50), respectively..

(3) On the whole, tourism

destination as evaluated by the expert

groups had found very high

competence of the three indicators;

1.1 ( = 4.51), 1.2 ( = 4.66), 1.3 (

= 4.77), respectively.


managing the carrying capacity

consisting 2 components which the

researcher had selected

Component I. Potential in

facilitation of basic amenities, with

Indicator 1 consisting 3 sub-

indicators:

(1.1) Having complete basic

facilities such as toilet, pave way,

sign board, light post, food and

restaurant and souvenir shop,

(1.2) Having officers or

tourist guide to explain about the

place in case there is a collection of

entrance fee,

(1.3) Having document,

leaflet or VDO room to introduce

and providing the information of the

tourism site.

Table 2. Indicating Standard One on The Selected Indicator I “Identity

on way of life, wisdom and knowledge” of 32 tourism destination as evaluated

by the expert groups.

Expert groups Statistics

Level of Tourism Destination

Potential

Indicator

1.1

Indicator

1.2

Indicator

1.3

1. Lanna Cultural Tourism

Tourism Administrator

and Staff Mean 4.52 4.52 4.84

Std. .586 .714 .374

Tourism Service Provider

and Tourism

Committee Mean 4.58 4.63 4.77

Std. .498 .531 .425

Scholar and Researcher Mean 4.46 4.63 4.70

Std. .503 .522 .533

Total Mean 4.52 4.61 4.75

Std. .517 .564 .467


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Expert groups Statistics


Potential

Indicator

1.1

Indicator

1.2

Indicator

1.3

2. Tourism based on Indigenous/Local Wisdom



Std. .647 .722 .573

Tourism Service Provider Mean 4.51 4.65 4.67

Std. .504 .572 .696


Std. .502 .329 .267

Total Mean 4.50 4.71 4.78

Std. .527 .535 .542

3. Tourism Destination in Upper Northern Part

Tourism Administer and

Staff

Mean 4.44 4.46 4.75

Std. .616 .713 .484

Tourism Service Provider

and Tourism

Administrative

Committee

Mean 4.54 4.64 4.71

Std. .501 .553 .594


Std. .502 .445 .425

Total Mean 4.51 4.66 4.77

Std. .522 .550 .508

Table 3. Indicating Potential in managing the carrying capacity on the

selected Component I. “Potential in facilitation of basic amenities” with

selected Indicator 1. as evaluated by the expert groups in 32 tourism

destinations.

The Expert

Groups Statistics

Level of Tourism Destination Potential

Indicator

1.1

Indicator

1.2

Indicator

1.3


Tourism

Administrator Mean 4.08 3.84 3.92


14

The Expert

Groups Statistics


Indicator

1.1

Indicator

1.2

Indicator

1.3

and Staff

Std. .812 .987 .812

Tourism

Service

Provider and

Tourism

Committee Mean 4.52 3.54 4.27

Std. .545 1.304 .736

Scholar and

Researcher Mean 4.35 4.26 4.33

Std. .834 .720 .873

Total Mean 4.36 3.92 4.23

Std. .747 1.064 .822


Tourism

Administrator


Std. .603 1.310 .795

Tourism

Service

Provider Mean 4.43 3.87 4.32

Std. .665 1.397 .714

Scholar and


Std. .799 .799 .728

Total Mean 4.34 4.04 4.31

Std. .729 1.195 .765


Tourism

Administer and

Staff Mean 4.04 3.69 3.85

Std. .713 1.151 .799

Tourism Mean 4.47 3.73 4.30


15

The Expert

Groups Statistics


Indicator

1.1

Indicator

1.2

Indicator

1.3

Service

Provider and

Tourism

Administrative

Committee

Std. .615 1.361 .721

Scholar and


Std. .812 .763 .799

Total Mean 4.35 3.98 4.27

Std. .736 1.136 .791

Table revealed the tourism

situation as evaluated the standard of

operation by the expert groups which

had found that Lanna cultural tourism

had fully managed and indicated

potential in facilitation of basic

amenities in provision of toilet.

direction sign, light post, food and

beverage as well as souvenir stalls

which showing high level in Indicator

1.1, 1.2, 1.3 ( = 4.36, 4.23, 3.92),

respectively.

The 16 tourism destinations

based on indigenous wisdom in

managing the carrying capacity with

emphasis on ability to manage with

potential in facilitation of basic

amenities were found by an

evaluation of the expert groups that

Indicator 1.1 and 1.3 had shown high

potential ( =4.34, 4.31) but

Indicator 1.2 had shown high

potential in providing information

officer to explain about the tourism

sites ( =4.04).

On the whole the two types of

cultural tourism; Lanna cultural

tourism and tourism based on

indigenous wisdom, as evaluated by

the expert groups had shown

potential in managing the carrying

capacity at the high potential level

(Indicator 1.1, =4.35, Indicator 1.2,

=3.98, Indicator 1.3, =4.27),

respectively.

Standard Three: Manage-

ment of cultural tourism

destination consisting 2 compo-

nents, the researcher has selected

Component II Management of

tourism activities and Indicator 2.

Management of tourism activities

The selected Indicator 2 is consisted

of sub-indicators:

(2.1) There is the Admini-

strative Committee in managing


16

tourism activities according to plan,

project and events,

(2.2) There is an

advertisement and public

relations dealing with various

types of tourism activities,

(2.3) Tour company, hotel

business, car renting, restaurant,

known about tourism activities,

having hotel reservation and

tourism services are booked

within and outside the countries.

Table 4. Indicating Standard Three: Management of cultural tourism

destination with selected Component II. and Indicator 2 “Management of

tourism activities” as evaluated by the expert groups in 32 tourism

destinations.

The Expert Groups Staiistics


Potential

Indicator

2.1

Indicator

2.2

Indicator

2.3



and Staff

Mean 4.08 4.36 4.32

Std. .572 .700 .852

Tourism Service

Provider and Tourism

Committee

Mean 4.02 4.38 3.83

Std. .729 .606 1.078


Std. .601 .620 .726

Total Mean 4.10 4.38 4.12

Std. .645 .626 .915



and Staff

Mean 3.78 4.09 3.70

Std. 1.043 .949 1.020

Tourism Service

Provider

Mean 4.40 4.43 4.25

Std. .555 .734 .897


Std. .581 .469 .558

Total Mean 4.31 4.49 4.25

Std. .693 .700 .824


17

The Expert Groups Staiistics


Potential

Indicator

2.1

Indicator

2.2

Indicator

2.3


Tourism Administer


Std. .836 .831 .978

Tourism Service

Provider and Tourism

Administrative

Committee

Mean 4.23 4.41 4.07

Std. .660 .679 .997


Std. .600 .562 .644

Total Mean 4.21 4.44 4.19

Std. .678 .668 .868

Table 4 revealed that 16

Lanna cultural tourism destinations as

evaluated by the expert groups found

high level in all three Indicator 2.1,

2.2, and 2.3 ( = 4.10, 4.38. 4.39),

respectively.

In the meantime, the 16

tourism based on indigenous

wisdom destinations as evaluated by

the expert groups had found high

potential in all three Indicator 2.1, 2.2

and 2.3 ( =4.31, 4.49, 4.25),

respectively.

On the whole, it could be

concluded that 16 tourism

destinations that had implemented

standards of operation as evaluated

by the expert groups had indicated

high potential of all three indicator

2.1, 2.2 and 2.3 ( = 4.21, 4.44,

4.19), respectively, implying that

there is the Administrative

Committee in managing tourism

activities according to plan, project

and events, there is an advertisement

and public relations dealing with

various types of tourism activities,

and, the tour company, hotel

business, car renting, restaurant are

known about tourism activities,

having hotel reservation and tourism

services are booked within and

outside the countries.

Objective 3. To establish

human capital building strategy

involved in Lanna culture and

tourism based on local wisdom.

As had been proposed by

Tourism Business Operator that the


18

tourism personnel are very important

in delivery of the service quality to

the customers and had to be

proficient in languages, with having

competency in knowledge based

tourism in various aspects such

archeology and history as well to gain

insight and understanding of art and

Lanna Culture both traditional

building structure and architectural

style. These are necessary human

capital to be instilled in skills and

knowledge of the tourism personnel

to provide to the tourists.

Objective 4. To propose

planning policy to increase

tourism value added of the country

as well as tourism development.

While considering formu-

lation of the strategic plan in building

human capital for tourism personnel

was found the necessity to seek

collaboration among the Allied

Tourism Organizations by ways of

looking into the improvement of

organizational structure as well as to

propose the national level on the

value added plan to increase the

country revenue from tourism sector.

Above all, the Allied Tourism

Organizations should set up the

tourism networks among countries in

ASEAN Economic Community.

As gleaned from the opinion

of the Tourism Business Operator

that suggestion can be proposed to

increase tourism value added of the

country as well as tourism

development that the key factor

should rest upon Ministry of

Tourism and Sport to lay the

foundation and policy implications at

all levels from regional and area

based tourism in upper northern

Thailand. This is the important

linkage within Thailand and with

strong formation of networking

efforts, it is possible to connect with

the tourism policy of ASEAN

countries.

CONCLUSION AND

RECOMMENDATIONS

It was found through an

assessment of the quality of

managing Lanna related to cultural

tourism, the potential of carrying

capacity especially temples, ancient

archeology has indicated authenticity

and possess architectural value. The

standard and skill in operating

tourism as well as ways to preserve

cultural tourism which had appeared

that the personnel needs to gain

experience and understanding to

corporate with the government

agencies involved in revitalized of

the cultural objects as well as the

physical one.

The indigenous wisdom was

found to be utilized and created the

value added to make and create

innovative production that are

favorable such as modern and

traditional souvenir, or making other

things for beneficial use such as

cloth weaving or silver ornaments

which is the unique craft of the ethnic

groups.

The overall picture of this

research concluded that tourism as a


19

mode of development impinges

directly upon issues of power

relations, the way in which external

capital is accommodated in national

context, the legitimacies of planning

procedures, land rights, ownership,

access, community networking, and

the legacies of social inclusion and

social exclusion. These

interrelationships between tourism

and substantive matters of

development have become the focal

points for policy at regional, national,

and international level. In policy and

planning terms much has been done

to “protect” culture, heritage

resources and related natural

environments from the excesses of

unplanned and uncoordinated tourism

development (Robinson and

Boniface, 1999). Focus has very

much been on attempting to alleviate

the unwanted consequences of

tourism (de Kadt), 1979). However,

as our understanding on the

complexities of cultures have

evolved, and the pace and extent of

change has increased within the

context of globalization, so too have

new challenges emerged, and so new

ways of addressing problems are

required.

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