Means of preserving authenticity in buddhism when promoting it as the focus of cultural tourism

Abstract

The main purpose of this research is to identify ways to preserve authenticity in Buddhism when promoting it as the focus of cultural tourism in three provinces in the Northeast of Thailand, namely Ubon Ratchathani, Udon Thani, and Khon Khaen, which comprise the sample sites of this research. The study analyzes the current condition of tourism in these provinces, evaluates the sociocultural effects of tourism, and then identifies means of preserving authenticity in Buddhist practice while promoting cultural tourism. This research is qualitative research: the data was collected through in-depth interviews with 35 participants at the research sites. Participant responses indicate that most travellers to temple sites are Thai tourists or Thais who were born in the Northeast of Thailand who are visiting home. The purpose of their travel is typically to make merit, to worship, and to pray to the Buddha or other gods. Most foreigners, on the other hand, tend to tend to be transiting these provinces on their way to other destinations because all three provinces have airports. With regard to the effects of tourism, most participants (54%), think that tourism has good economic effects, and in general negative effects were not emphasized. However, many participants (46%) expressed concern that tourism could have a negative impact on the authenticity of traditions because tourist activities focus on how to attract large numbers of tourists rather than preserving cultural authenticity and contribute to environmental problems. Participants were also concerned about the difficulties faced by rural temples in attracting tourists due to lack of funds for development and promotion of tourism marketing. Analysis of participant responses resulted in the identification of five key ways of preserving authenticity in Buddhism when promoting it as the focus of cultural tourism: 1) Support cooperation between tourism stakeholders and emphasize the role of the local community in the preservation of culture; 2) Focus on activities that are in accordance with Buddhist principles and culture rather than those aimed solely at increasing the number of tourists; 4) Encourage relevant government departments to provide funds to develop tourism infrastructure and facilities in an equitable manner; and 5) Support activities to encourage locals to preserve their own culture or promote creative tourism for tourists. The recommendation of this research is to focus on raising the awareness of the local community of the value of cultural authenticity and preservation of local ways life centered around Buddhism. There should be concern regarding the effects of too many tourists rather than a single-minded focus on their positive economic impact. Authenticity in Buddhist cultural tourism can attract tourists who are interested in cultural tourism, who in turn are more likely to contribute to sustainable tourism outcomes.