MA by Research case studies

MA by Research (2011)

Thesis title: 
Exploring themes of Thai Nostalgia: A case study of The Floating Market in Ampawa.

Abstract
Amongst the various stalls at the 2011 Thai Tourism Festival, hosted by the Tourism Authority of Thailand, stood the main event, surrounded by bright lights in the style of fairground Catherine wheels it was labelled as ‘Gnan Wat’, (งานวัด) meaning temple fair. Designed to represent a temple fair of ‘yester-year’, days before shopping centres and modernisation in Thailand. The Thai temple fair is a traditional event held throughout rural provinces, similar to a fair in the Western sense with games and entertainment. However, the ‘gnan wat’ is now rarely seen in the country’s capital city Bangkok. The TAT explained that this was the major theme for the tourism expose as it displays the current biggest trend of visiting destinations which are reminiscent of Thailand in the past, such as traditional markets and communities. The exhibition contained an old style movie theatre with retro movie posters pinned up playing black and white films, a Ferris wheel, stalls demonstrating traditional Thai arts and crafts and even a photo booth where visitors could pose against a 1950s themed background and take home their sepia colour photo as a souvenir, all of which could appear nostalgic for older people or a novelty to youngsters. This idea of stepping back into the past is popular in Thai fashion and domestic tourism. This research aims to un-cover this trend with a focus on two tourist destinations at which it is found present, including Amphawa floating market in Samut Songkram province and Plearnwan’s retro arcade in Hua Hin.

This study will explore tourists’ motivations, experience and behavior in these destinations, which are linked to Thai heritage and associated with Thailand in the past. Alongside studying tourists’ perceptions, opinions and beliefs the research will also cover the viewpoints of various stakeholders in the related fields such as local people working with tourists and local council representatives, as well as other significant figures interconnected to this subject such as members of the Tourism Authority of Thailand, travel writers and academics, in order to gain a wide and varied perspective on the perceived phenomenon.  

The framework identifies key elements and events which have contributed to this ‘nostalgic trend’. It also includes the study of Thai people’s perceptions and opinions of wider issues about cultural, social and economic change in Thailand and ideas of the past. Through this research the significance of practical elements regarding tourism such as governance, policy planning, management, design marketing and communication have also been taken in to consideration and analysed in order to reach the research aims of providing a benefit to those involved in the industry.

Ultimately the fruits of this research intend to offer an observation and conclusion about the subject matter, which hopes to have a positive effect for stakeholders in this industry by being able to understand the tourists, the trend and the industry in more depth and therefore being able to improve tourism in their area. It could also be useful for those interested in the study of tourism or from an anthropological perspective with an interest in Thai people’s ideas of change and the past. 

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