Tourism Impacts of Pop Culture through Series Taken in Chiang Mai
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Abstract
This research aims at classifying tourism impacts arising from pop culture through series taken in Chiangmai and proposing approaches to sustainable tourism impact management in correspond with the Sustainable Development Goals (SDGs). The research methodology was mixed methods, using both quantitative and qualitative techniques. The sampling populations were 380 local community representatives living around the areas where series were taken in Chiangmai, including nine in-depth interviews with direct stakeholders from the public and private sectors. The key findings highlighted that positive economic impacts included the generation of local incomes since there was an increase number of tourists in the areas where series were taken. Interestingly, the results also revealed that there were little negative economic impacts. For the socio-cultural impacts, the positives included better public relations for local heritage to be known to outsiders, whereas the negatives were contrastingly little. However, misunderstanding of local culture and heritage might occur in case there were misrepresentations. For environmental impacts, the positives were better infrastructure, superstructure and physical development. Nevertheless, measures to prevent the potential negatives such as litter, pollution and traffics must be taken. The research contributions were, in correspond with the SDGs, policy approaches to impact management from pop culture tourism. These were 1) the proactive policy by government to tackle potential impacts from pop culture tourism, 2) the encouragement of local involvement for tourism in the areas and 3) the role of the Tourism Authority of Thailand (TAT) to promote more of positive products and services of Pop culture tourism. Three further contributions were practical approaches which include 1) the necessity of film and series makers to accurately revise the series plays, scenes and clothing to meet the authenticity of local settings, 2) the role of the Provincial Culture Office to articulately revise the series contents before their approvals and 3) the series makers to pre-examine possible tourism impacts that are likely to take place in the local areas.
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