การศึกษาวิเคราะห์อัตลักษณ์การท่องเที่ยวทางวัฒนธรรมเพื่อการท่องเที่ยวอย่างยั่งยืน จังหวัดแม่ฮ่องสอน

Abstract

In this research, two objectives were purposely made: 1) to study and analyze the cultural tourist identity of Mae Hong son province, and 2) to develop the indicators of the sustainable cultural tourist identity of Mae Hong son province. This is qualitative research done by the documentary analysis, in-depth interview, non-participatory observation and focus group. The key-informants were of fiscal and village leaders, members of community, and tourists.  The physical data and community identity were collected in order to analyze the required identity by which the sustainable cultural tourist identity of Mae Hong son was developed and then the descriptive analysis were respectively done.

In the research, it was obviously found that the tourist cultural identity consisted in three essential levels: 1) it refers to the physical identity where the external characteristics manifested in man, equipment and artificial materiality, cloth and shelter, for instance, 2) it refers to the mental identity; it basically means certain motivation gained from religion giving rise to ways of life and culture of living together, for example, alms-giving and respecting for elderly, and 3) it embraces the intellectual identity; this is exhibited through the materiality of certain symbolization and formative ways of life including the internal solution of problems in the community, language, and medicine, for instance.

As far as the search for the sustainable tourist cultural identity of Mae Hong son province was concerned, three levels of indicators were set up: 1) the physical dimension; this means sweet words, suitable dressing, community plays, orderly located shelter, clean local food, and dressing in accordance with ethnicity, 2) the mental dimension; this means respect for the elderly, humble manner, moral shame, and moral dread, and meritorious action in alms-giving, 3) the intellectual dimension; one speaks of native tribe language, plays, medicine, preservation of culture and prevention of fake one, cultivation of community morality including setting up the center for learning the ancient sites history and ethnicity belongings.