by Reinhard Hohler, Chiang Mai
Under the theme “Efficient Strategic Management of Tourism and Service Industries” Maejo University held a national conference at the Centara Duangtawan Hotel in Chiang Mai on February 20, 2010. Some 70 participants joined the event organized by the School of Tourism Development, Mae Jo University – a university for agriculture in Chiang Mai, which is 76 years old.
Associate Professor Dr. Weerapon Thongma, Dean of the School of Tourism Development at Maejo University, explained in his welcoming speech that tourism has positive as well as negative effects. On the positive side, the money earning tourism industry promotes human resource development and brings progress and prosperity to the region, while on the negative side are harming effects such as pollution, social and cultural conflicts, and the steadily rising cost of living at tourist places. That is why this challenge had to be addressed through national and international exchange. Thus, he had also invited guest-speakers from Taiwan, the Philippines and Indonesia.
It was up to Dr. Therdchai Choibamrung, Advisor of the Tourism Authority of Thailand (TAT), to deliver the keynote speech and focus on emerging trends in the future. He mentioned the growth of tourism, especially in China, climate changes, resource shortages, tendency to stay home, time versus money, and last not least, nostalgia because of globalization. Thematic tourism, such as rural tourism or health tourism, is on the move and IT marketing is on the rise. Only a knowledge-based tourism operation will force you to think “differently” than before and will finally lead to a creative economy.
A panel of experts highlighted practice and planning, as there were Professor Dr. Tzung-Cheng Huan to talk on sustainable tourism in Taiwan, Associate Professor Dr. Miguela M. Mena on tourism destination management in the Philippines, and Associate Professor Dr. Budi Guntoro on rural tourism development in Jogjakarta Province, Indonesia.
Coming to the home front in Thailand, there were paper presentations on the tourism industry and services as well as on community-based tourism. Good examples were Ms. Jun Lei, Maejo University, Chiang Mai to talk on “Chinese Tourists’ Behavior in Chiang Mai” and Mr. Thongchai Puwanatwichit, Mae Fah Luang University, Chiang Rai on “Strategy of Tourism Development along R3A North-South Economic Corridor.” R3A is the new highway to connect Northern Thailand via Luang Nam Tha in Laos to Jinghong and Kunming in Yunnan Province, China.
Another excellent paper presentation was about the less known “Ban Khmer and Ban Yuan Villages in Bangkok” as model for ethnic community tourism development to become a secondary tourist attraction by Ms. Chiranuch Sopa, Suan Dusit Rajabhat University, Bangkok.
At the end of the one-day conference it became clear that an increasing number of tourists in the country generates more and more income to make the tourism industry advanced worldwide. Therefore, making a strategic master plan for efficient management of the tourism industry and services is always important. In other words, we have to come up with new attractive schemes to remain competitive in the global arena.
Interesting to note is that the International Academy of Culture, Tourism and Hospitality Research & the School of Tourism Development, Maejo University are pleased to announce a joint symposium under the theme “Sustainability and Quality-of-Life in Tourism: Tasks for Consumers, Industry, Policy and Academia.” The event will be held at the Mae Ping Imperial Hotel, Chiang Mai on May 25-27, 2011. For further information, please contact Associate Professor Dr. Weerapon Thongma by e-mail: tourism@mju.ac.th
