BACKPACKER TOURISM AND CULTURAL HERITAGE TOURISM: WAT THUNG SRI MUANG UBON RATCHATHANI, THAILAND

Abstract

               The study of backpacker tourism and cultural tourism at Wat Thung Sri Muang in Ubon Ratchathanin Province, Thailand aimed to assess the role of backpackers in sustaining the cultural heritage attributes of the study area. The objectives are as follows: to study the cultural sites in Wat Thung Sri Muang; to study the behavior of backpackers; to study the factors that motivate backpackers (pull and push factors) to visit Wat Thung Sri Muang; and to provide recommendations on the management of backpacker tourism in Wat Thung Sri Muang. The respondents were comprised of 400 local residents, 398 backpackers and 22 respondents from government and non-government organizations, academic institutions and tourism industry. The research used a combination of quantitative and qualitative research techniques. Primary data were collected using structured questionnaire survey, interviews, and observation. Secondary data were obtained from published literature, online articles and government reports. Wat Thung Sri Muang is known for its cultural and historical heritage in particular the Tripataka Library Hall and the Phrabat Hall as well as religious festivals (e.g., Candle Festival, Mahachat Festival). Although the local residents strongly believed that Wat Thung Sri Muang has high cultural heritage values and endowed with attractive tourism features, the majority of the backpackers, who were highly motivated in visiting the area, were disappointed. They had poor to very poor impression of the destination, and many had unsatisfactory tourist experiences during their visit. This is because the study area has, among others, no tourism management plan, tourism staff lacks management skills, and tourist facilities and activities are either lacking or inadequately maintained.Local participation in tourism planning and management and funds to support sustainable backpacker tourism are also lacking. Management and research recommendations built on interviews and literature review are provided.