The Consumption of Ruralization and Non-Political Lifestyle in Chiang Mai Travel Blogs
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Abstract
This research questions conveying of Chiang Mai travel blogs. Text producers aim to tie rural area, forest, and ethnic group together by creating holiday activity. After an examination of 80 articles in Chiang Mai travel blogs, the linguistic evidence revealed 3 sets of significance. The first sign is an exotification perception of rural and hill tribe livelihood. The second sign is a tourists’ delusion perceived through the experience of chaotic urbanization. The third sign is a non-political lifestyle associated with “slow life” “hipster” and “minimalism”. The significances are consumed as sign of epicure which allow travelers to consume and to insist their own distinguished subject. The result of this research provides evidence that contradicts “the beauty of Thai” and “naive ecotourism” ideas, since the former sign-value notation has already consumed its appeal. Likewise, the latest-value notation is refashioning to serve the desire of the contemporary middle class. The senses that tourists are able to attain from visiting a specific location allows them to construct cultural meanings and classify the things around them.
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